Bollington needed a theme and collateral for an exhibition stand to help them to attract visitors at a number of industry events, starting with the big one: the annual British Insurance Brokers’ Association show. The objectives were to maximise visitor numbers and get visitors to stay on the stand, enabling the Bollington underwriting team to build rapport, gather data and convert sales leads. We needed to be distinctive, memorable and relevant to the target market – insurance brokers seeking the right partner to help them win more and better business.
We created the fresh, engaging Quote Smarter concept. The core insight was that quoting is the broker’s main mechanism for winning business. We applied this to impactful stand graphics plus pre and post-event email and social media activity. The rationale was that, by enabling them to quote smarter, Bollington would help them to grow their business. We also created an entertaining iPad game for visitors to play while on the stand. Players were challenged to match famous quotes with the people who said them.
Bollington reported that stand visitor numbers greatly increased at each event. Over the first four events at which it was used, 800 people played the Quote Smarter game and 257 enquiries were received at or after the first four events. 12 new broker businesses signed up with Bollington Underwriting at BIBA alone, this led to additional income for Bollington measured in six figures. A pipeline of prospects was created for future marketing activity.
Bollington Account Manager