Expert: Sean Trapani - 6/12/2005

Question
I'm sorry if I did not explain it properly earlier. Actually, this event that I am organizing is called "The Annual Summit Club Convention", which is an exciting annual reward for all the insurance agents. The reward is a trip to Hawaii on this coming December, where only 'qualified' agents can go. How this works is, in order to qualify for this trip, all agents have to work hard to achieve a certain quota until the deadline which is around end of November. The agents can qualify for a few categories. For example, if he reaches $ 100,000, the company will subsidize 70% of the total trip package and he only needs to top up the remaining 30%. If he reaches $200,000, one full ticket with airfare & acomodation will be awarded. If $300,000, two full tickets will be awarded and if $400,000, two tickets plus additional 3 days 'elite trip' will be awarded.

As this is an on-going competition until November, we need to constantly remind the agents about it so that they can continue to work hard to achieve the highest quota and qualify to go to Hawaii. To do so, my manager told me it is best to come up with promotional tools every now and then (preferably once every 2 weeks) to remind and motivate the agents to work hard for the Hawaii trip.

Is it possible for you to recommend some of the promotional ideas? My boss said if I can prepare something using MS Power Point of about 5 to 6 slides, that would be great because other unit managers can use the slides to motivate their agents during their monthly meetings. What are the appropriate headlines to use? And what are the suitable contents for the slides?
Can I get some help? Thanks in advance!

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Followup To
Question -
Hello,

I would appreciate it if you could enlighten me with some ideas. I've just joined an insurance company after my graduation 2 months ago. My boss has put me in the events & promotions department, where my major task right now is to build awareness to all the insurance agents regarding a very important competition cum event which will be held this coming August.

My boss wanted me to come up with promotional tools and ideas to constantly remind the insurance agents about this competition cum event, preferably once in 2 weeks, I would need to create something to remind them about this event, to make it exciting so that the agents would be excited, look forward to compete and attend this event.

Is it possible for you to recommend some of the promotional ideas? Previously, my ex-colleague has prepared short leaflet, poster, bunting to promote the event. My boss said if I can prepare something using MS Power Point, that would be great because other insurance agency managers can use the slides to motivate their agents.

Thank you.
Answer -
Uhm...I'm not exactly sure about the event you speak of. From the tone of your email, I don't suspect that you're being obscene - but, a quick google of "competition...event" produced zero results. Are you certain you're spelling this correctly?

Answer
Jessica,

When we (my ad agency) develop promotional material related to an event, we take several things into consideration. But, at a fundamental level, we try to tease the event to build anticipation and keep the event "top of mind" during its flight. Naturally, there are many ways of doing this. Email blitzes. Paycheck stuffers. Themed lunches. Posters, promotional items, etc.

My key advice would be to keep your message simple, and benefit-oriented - and, perhaps more importantly, encourage your co-workers to be involved. Young staffers are always looking for opportunities to shine (and you'll need help in coordinating events). Put together a small, ad-hoc committee to help you out if you can. Once you get started, try to hold at least one event that requires some action by the program's planned participants. For example, you might want to have a "kickoff" party where everyone brings in a Hawaiian dish and wears a tropical shirt, etc. That might be a little trite for your tastes, but the point is don't simply hang posters on a wall.

I can't develop the theme for you, but if you keep it diversified, get some help, and keep it interactive during the process, I'm sure your program will be successful.