Leeds-based commercial insurance broker and appointed representative network principal, Gauntlet Group, is combining valuable training with insurer briefings and peer networking at its fourth AR Conference on September 27, organised to recognise the Gauntlet ‘glitterati’.
The event, entitled ‘Commercial Break’ and taking place in Harrogate, is being part-sponsored by insurers Allianz, Zurich, Chubb and Hiscox. It has been planned as a training treat with a twist – and one which provides Gauntlet’s appointed representatives (ARs), and the participating sponsor insurers, with the opportunity to become stars of the communications and marketing scene.
This will be achieved through a combination of lights, cameras and action as ARs first listen to insurer presentations, then learn which insurer’s ‘camp’ they are in, and then work as a group to create an on-brief compelling, memorable or amusing commercial.
“Our ARs will acquire some important marketing skills during the day,” says Gauntlet’s managing director, Roger Gaunt. “We have a few ARs in our network who have already grasped the power of video and incorporated it into their marketing and we wish to communicate its importance to other ARs, whilst also equipping them with the skills to go away and create their own marketing footage.
“Additionally, our insurance broking style is very much about learning how to tell the stories that underpin a client’s business within insurer presentations, which means listening, picking up on key details and nuances and then clearly communicating those on the client’s behalf. This event will show ARs how to gather and utilise information effectively, present it in a high impact way – visually and through a script – and ensure that they transmit key messages that are left with the target audience as food for thought.”
The ARs will be put through their paces in skills such as information assimilation and translation, teamwork, video production, scripting, filming, and editing. The videos will then be judged, prior to the event’s second part – the evening’s ARcademy Awards.
Awards will be presented in a variety of categories, from Best Actor to Best Scriptwriter, with a few amusing additions to put the fun into the film-fest. ARs will tread the red carpet as they head to the glittering gala dinner hoping to pick up their own insurance Oscar, and will no doubt offer some of the best acceptance speeches in the business, if they win.
Roger Gaunt says: “Nobody can ignore the power of video in today’s fast-paced marketing world, but it is something that few of our ARs have learned how to master during their careers. We will be encouraging them to channel their inner Spielberg going forward, so they can tap into potential new markets, based on customers of a demographic that takes its messaging from video content.”