Finding Clients at Events
If You Visit, They Will Come
The sun is shining, the temperature is rising and the day is still young. That may sound like a perfect day at the beach for some, but it could also provide an ideal opportunity to get out there and generate new business.
Summer is the time of year when collector car lovers fuel their enthusiasm by flocking to shows, auctions and swap meets. You should be there, too. There's no easier way to grow your business than by speaking to a captive audience – one that is already keen about cars.
Here are some tips to help you prepare:
Finding Events
First, you'll need to find out about shows in your area. You can do that by reading the Community News Calendar in your local newspaper or, better yet, by going online and searching for events yourself. A couple of websites that we've found to be helpful are www.hemmings.com (the Events Calendar is listed on the left side of the home page) and www.hubcapcafe.com (the Events tab is at the top).
Once you've located a show, check if they offer free booth space. If there is a fee, you might want to attend the show first – with brochures in hand. If it proves to be a great show, consider investing in booth space the following year.
Booth Set-Up
If you decide to set up a booth, just remember: It doesn't have to be fancy or expensive. In fact, keep it simple! A skirted table with an interesting display of promotional items will do the trick. Also, booth placement is important. Select a location that allows high visibility and good traffic flow. A great way to get attention is to set up a dry-erase board outside your booth and add a little teaser. Try something like: "Insure your $28,000 '57 Chevy for as little as $231 a year!" Money – and the chance to save some – talks.
Working the Show
- Don't just sit behind your table. Step out there and speak with attendees. If you don't, potential business will walk right past you.
- Invest in comfortable shoes, so you can stay on your feet – and in front of your booth.
- Have something simple to give away to encourage people to stop at your booth. A bowl of candy or mints will do.
- Stock up! Bring enough Hagerty brochures and Intent to Transfer Forms to make the trip worthwhile.
- You've heard the saying, "Don't judge a book by its cover"? Don't do that with people, either. Prospective clients might have more than one collector vehicle. They might ask only about the one that's been the most troublesome to insure, so ask if they own any others.
Consider Clubs
In addition to attending cars shows, auctions and swap meets, contact local car clubs and ask if you can make a presentation or set up at one of their meetings. Clubs are most active in the summer, but they meet year round, so you might be able to plan something for the off-season, as well. Offer to provide pizza and show one of Hagerty's PowerPoint presentations: "Buying and Selling Online," "Take Your Best Shot" (about collector car photography) or the "Agent Club Presentation," which can be customized to include your agency information.
To download the PowerPoint presentations, log onto www.hagertyagent.com and click on the Forms & Materials tab in the Agent Business Center.
Get Free Marketing Materials
We can also help by providing you with marketing materials such as bags, magnets and brochures. The brochures we provide have a space for you to stamp your agency contact information, or you can attach a business card. To order marketing materials, just give us a call, but please allow at least two weeks notice prior to the show date so we can get everything to you in a timely fashion.
One final piece of advice: You don't have to know a lot about cars to make an impression that may prove beneficial to your business. You'll find collectors who are extremely passionate about their cars, many of whom have done all of the restoration work on their vehicle themselves. They love to talk with anyone who shows an interest, so ask questions and be prepared to listen.
Now, don't forget to pack your sun block – and your sunny disposition.