The Olympics is one of the most anticipated and widely viewed events globally, capturing the attention of millions of people. For insurance agencies, the Olympics present a unique opportunity to tie marketing efforts to a trending topic while increasing visibility and engagement. Leveraging the excitement of the Olympics can help your agency stand out, attract new clients, and underscore the importance of insurance in life.
An Event for Your Agency
The Olympics attract a massive audience, with over 25 million Americans tuning in to primetime coverage and more than 75 million following on social media. This wide reach provides a prime opportunity for your agency to tap into an engaged and diverse audience.
The power of being part of a larger conversation:
By joining the conversation around the Olympics, your agency can become part of a global event, enhancing your relevance and visibility. This engagement can foster a sense of community and connection with your audience.
Underscoring the importance of insurance: The Olympics can highlight the role of insurance in ensuring safety and security for athletes, organizers, and attendees.
A Winning Content Approach
Be consistent with your brand identity, map out your plan and stay on topic. Write about the logistical and insurance aspects and discuss the different types of insurance required to cover such a massive event. Explain the specific insurance policies that athletes may require, such as health, injury, and life.
Use real-life examples to illustrate the importance of adequate coverage: Did you know that elite athletes insure the parts of their body they rely on for performance? David Beckham once had a $195M personal insurance policy protecting his legs in case of injury and his face in case of disfigurement.
Consider the directors and officers (D&O) insurance for the Olympic committee members. Link these facts to services you can offer your prospective customers. Share statistics about risks and cybersecurity incidents. Did you know that a cancellation of the Tokyo Olympics would have cost over $3B in event cancellation insurance?
Create videos explaining the different insurance policies in place for the Olympics, making it relatable and informative for your audience. Be informative and relevant to your audience. Talk about your agency's event coverage policies, using the Olympics as a case study to illustrate their importance and effectiveness. Organize fun, Olympics-themed games at the office and create videos showcasing the activities. This can include mini basketball, putting, hula hoop contests and many more. Film short interviews with team members about who they think would best represent the agency in an Olympic event.
Make it Local (and Engaging)
Do you have local athletes competing in the Olympics? If you do, celebrate them! Being plugged in to your community and what is happening locally supports your commitment to your community.
Write engaging listicles that explore fascinating and expensive insurance claims from past Olympics:
Share interesting trivia about the financial aspects of the Olympics, including the costs associated with insurance
Post about your team’s favorite Olympic events
Share older photos of team members participating in sports, drawing a fun connection to the Olympics
Organize a Team USA outfit day at the office and share photos to create a light-hearted and engaging atmosphere
Connect with local nonprofits or organize fundraisers tied to the Olympic theme, demonstrating community involvement and social responsibility.
Share Olympic-themed memes and posts about your team’s favorite athletes to increase engagement
Gold Medal-Worthy Ads
Craft ads that position your agency as the best choice for top-tier insurance coverage, drawing parallels to winning a gold medal.
Carrying the torch for your customers’ insurance needs: Use the imagery of carrying the Olympic torch to symbolize your agency’s dedication to client satisfaction.
Increase the reach of your Olympic-themed ads by boosting posts on social media platforms, ensuring they are seen by a larger audience
Plan and run your campaigns to coincide with the Olympic Games to capitalize on heightened interest and engagement during this period
Hashtags are a powerful tool for increasing the visibility of your posts, making them discoverable by a wider audience interested in the same topics. Use popular and relevant hashtags to join the conversation: #Paris2024, #Olympics, athlete names and event-specific hashtags, funny and engaging hashtags related to the Olympics.
On Your Mark, Get Set, Go!
Assess your agency’s brand voice and audience preferences to choose the most effective approach for your content. Identify which social media platforms your target audience uses the most and focus your efforts there. Develop a content calendar and assign tasks to team members to ensure consistent and timely content creation. Set clear metrics for success and use analytics tools to track the performance of your campaigns. Adjust your strategy based on what works best!
Be a Good Sport
Ensure compliance with legal restrictions related to the Olympics by avoiding portraying a partnership with the Olympics in your ads. Do not use the official event logo, rings logo, or images of current athletes in paid ads. Stay away from using the word “Olympics” in a way that implies official sponsorship or endorsement. Mind these guidelines and avoid penalties!
Start Strong, Finish Strong with Trending Topics
The Olympics are just one of the events that will become a trending topic in the cultural zeitgeist. Events like Taylor Swift’s Eras tour, the upcoming NFL and college football seasons, the presidential election and many others can provide opportunities to increase your brand’s online reach.
Plan each year to capitalize on these opportunities so you don’t stumble down the backstretch. We’ll see you on the podium!