Market Like A Rock Star: McClain Insurance E-Cycle Event
In January of 2012, McClain Insurance Services hosted what turned out to be the most successful event in agency history:
In cooperation with a local provider of electronics recycling, e-waste (http://e-wastes.com/), McClain Insurance Services planned, promoted and executed a free electronics recycling event for the local community. The public was welcomed to drop off end-of-life electronics and small appliances, such as TVs, computers, cell phones, printers.
Within 4 hours on a snowy Saturday morning, the McClain and E-Waste teams collected almost 19.5 tons (39,376 pounds) of recycled electronics from over 1,000 area residents, setting a record that beat local E-Cycle events hosted by Alaska Airlines and Boeing Employees Credit Union.
Thanks to techniques learned from Quantum Club, we were able to promote this event with a variety of media:
- Press Releases
- Postcards / Flyers
- Landing Page
- Social Media (Facebook)
The overwhelming turn-out at the E-Cycle event despite inclement weather proved that the multi-media approach over the course of several weeks is a successful way to promote an event.
While we have no way of identifying immediate results of the E-Cycle event campaign, we consider the results to be priceless: Our name is known and respected within the community, we’ve earned local residents’ trust, and we have a reputation with local media that our press releases are solid and contain value.
3 weeks prior to the event, press releases were sent to local newspapers, military publications, chamber of commerce, radio and tv stations and local blogs. The event was heavily publicized by local media.
We also sent one follow-up press release with the results of our E-Cycle event.
The E-Cycle Event was announced in both our December 2011 and January 2012 newsletters. The January newsletter also featured a longer article on 'Electronics and Data Safety.'
A postcard flyer was designed for distribution to local businesses and used as a handout to walk-in clients.
Two ZipDrip messages were sent; one to announce the event, one with event results. Both messages also featured safety tips and agency updates.
The event was announced on our agency blog at http://blog.autohomeboat.com and was supported with a second blog post on safety and data protection for recycled electronics.
As a central destination for information, helpful links, information requests and updates, we used our Agency Revolution Digital Insurance Office to create an event-specific Landing Page at www.AutoHomeBoat.com/ECycle.
Facebook / Social Media:
The E-Cycle Event was promoted with over 10 posts on the McClain Insurance Facebook page, as well as on staff members' individual pages and via friends' shares.
The Safeco Bricks'n'Clicks team were impressed enough with the Social Media component of our event that they are using it as an example for successful Social Media Marketing in their nationwide seminars.
E-Cycle Facebook Marketing