079: Using Events to Build Relationships with Gary Williamson and Rachael Light - Kingsbridge Insurance Brokers

<p>Are you concerned about achieving ROI for your business when you attend events? Are you unsure how to maximise the marketing and interpersonal potential of exhibitions and conferences?</p> <p>In this episode, we’re thrilled to be speaking with new guest Rachael Light, and returning guest Gary Williamson, the Specialty Lines Director and Managing Director of Kingsbridge Insurance Brokers, respectively. Following their fantastic approach to this year’s BIBA conference, Rachael and Gary discuss how to use broker events as a platform to spread your business’ message, in conversation with Boston Tullis’ Sarah Myerscough.</p> <p>Quote of the Episode</p> <p>“The insurance broker job isn't just to sell an insurance product anymore. What else can we do? How can we change what we offer, or find partners that can supplement that to really fix issues, rather than just seeing our sole goal as providing an insurance product?”</p> <p>In the episode, Rachael notes that it’s easy to go into a corporate event with a purely transactional agenda in mind, with the aim of ensuring a return on your marketing investment. However, she suggests that taking an active interest in what your potential clients and prospective partners are finding difficulties with is perhaps of even greater importance. The role of the insurance broker has shed its former, traditional definition; it requires active listening which can subsequently be applied to the offerings of the business. As such, simply having a presence at these events is hugely beneficial to your brand, granting you a focalised insight into the problems faced by various sectors within the industry.</p> <p> </p> <p>Key Takeaways</p> <p>Kingsbridge made a big splash at this year’s BIBA conference, with a hearse positioned outside the event in order to spread the message about its new funeral director’s product. They became the talk of the town, immediately spreading the message about their business before attendees had even walked through the door. This exemplifies how important events s