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Applied Underwriters rewarded our top agents and brokers with an all-expenses-paid trip to the 2021 Indianapolis 500. This was a special, invitation-only event meant to build loyalty among our partners and brokers, especially after a year without travel for most guests due to the COVID-19 pandemic. During the trip, guests experienced an insider’s view of the famed Indy 500 racing event.
To prepare guests for the rush, noise, and unique experience that is the Indianapolis 500, we mailed them custom packages containing their Save the Date and Invitation. Inspired by Indy’s famous slogan, “Welcome to the Brickyard,” we printed our Save the Date on actual bricks. The processes of printing and shipping bricks were complicated. Our trusted printer, Andresen of San Francisco, invented a custom device to hold bricks in place while running through a flatbed printer. For the Invitation, guests received a functional toolbox holding necessities for a day at the racetrack, including earplugs, lip balm, itinerary, self-published event guidebook, and a cowbell to cheer on their favorite car.
We faced unique challenges executing the May 2021 event due to the ongoing COVID-19 pandemic. The Indianapolis Motor Speedway ruled the track would only allow half capacity in the stands. This made providing the same guest experience difficult because part of the grandeur of the Indianapolis 500 is the throngs of spectators crowding the speedway. The silver lining of limited capacity was the exclusive access we were able to provide. Guests had a once-in-a-lifetime opportunity to tour racing teams’ garages and see up close the actual race cars that would be running on the track. In addition, guests could opt to attend special outings to Indianapolis restaurants and attractions, including go kart racing, playing a round of golf, and dinner downtown.
The intention behind throwing the Indy 500 event was to build loyalty among partners and brokers. We curated an environment to foster existing relationships and grow new ones. In insurance, partners and brokers work with those with whom they have strong relationships. Creating this experience for our sales team to connect with them helped secure loyalty and develop further engagement between Applied Underwriters and our partners and brokers.
Applied Underwriters prides itself on being the best, and this event did not disappoint. The goal to create valuable, lasting partnerships with partners and brokers was achieved. For many guests, the experience was their first trip away from home since before the start of the COVID-19 pandemic. This in itself became a lasting bond—when it was time for everyone to return home, an outsider might have thought we were a family reunion, not a business trip, by the many hugs and heartfelt goodbyes exchanged. Company leaders and sales representatives were satisfied with these anecdotal results alone. Of 42 guests in attendance, 19 have now partnered with Applied Underwriters for 1-4 years, and only four are no longer partnered with us. Additionally, this event has won Gold for the 2022 MarCom Awards.
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Nomination Title: 2021 Indy 500
