Contests and promotions are nothing new to the insurance game – but the Olympics only come around once every four years.
Mackay Insurance is taking advantage of the spirit of the Games and national pride, promoting a contest on its Facebook page with the grand prize being a Team Canada jersey.
“I’ve tried to come up with different ideas to engage our clients and ‘future’ clients and we are just trying to have plain fun,” says Bruce Mackay, owner of Mackay Insurance Brokers in Belleville, Ont. “Our hope with the Olympic promotion is to engage and have fun with our clients, and to increase our likes and help differentiate us from our other competitors.”
Using Facebook to raise the profile of the brokerage in the community is money well-spent, and actually provides a better return on investment than traditional advertising, argues Mackay.
“I did a promotion before Christmas called the 12 days of Christmas, an idea which I ‘stole’ from my friend Jeff Roy at the Excalibur group” Mackay told Insurance Business. “I gave 12 gifts away each day and all they had to do was ‘like’ the picture that day and become a ‘friend’ of our Mackay Insurance Facebook page. (continued.)
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“I need to engage people, and if I took an ad out in the newspaper, it would be $300 or $400,” says Mackay. “My 12 days of Christmas promotion I probably spent $200 or $250, and some of the posts (on Facebook) were hitting 1,500/1,600 impressions; and I’m getting out there and leaving a good taste in people’s mouths, instead of trying to promote something to try and get people to buy our product.”
Mackay says the company’s Facebook ‘likes’ went from 640 to 870 during the two-week period of Christmas promotion.
Announced on the Mackay Insurance Facebook page, people are encouraged to guess how many medals Canada will win at the Sochi Winter Olympics, including a breakdown of the Gold, Silver and Bronze winners (26 – 9 Gold, 14 Silver, 3 Bronze).
The winner is to be announced at the close of the games.
Has your brokerage done a special promotion involving the Olympics?
