Targeting sponsorship within a specialist market niche
An Independent Insurance case study

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Page 3: Sponsorship of the Grosvenor House Art & Antiques Fair

Independent Insurance 6 Image 3The Grosvenor House Art & Antiques Fair is one of the highlights of the year for people interested in art and antiques. Each year items worth in the region of £300 million are displayed by top dealers to many of the UK’s most discerning collectors. The Fair appeals to different people - from private collectors, buyers and interior designers, to museum curators and socialites.  Prices for the items on sale range from £200 to more than £5 million.

The first year of sponsorship was 1999. As part of the sponsorship package, Independent was able to entertain invited brokers in a hospitality room so they could see first hand the Company’s commitment to the high net worth insurance sector. It also helped strengthen relationships.

Members of the public could also come along to discuss their individual requirements and how to contact a broker who could arrange cover for their home and possessions. A press briefing helped to publicise the details of Independent’s products. Independent’s sponsorship for the 2000 Fair aimed to improve:

  • Name awareness - Independent would be known as the sponsor of the Fair (instead of “supporter” in 1999) in all documentation, press releases, advertising, posters and leaflets. There would be a further increase in branding and greater visibility during the Fair.
  • Broker relationships/Account Development - In 2000, the 4 winners of a brokers’ competition were invited to join the Company on its stand for a day each. The other benefits were hospitality for their clients and branded literature.
  • Access to the public - Lead generation, i.e. business contacts. Independent would have a stand in the Fair with an antique doll’s house as a backdrop to attract people. Independent would also gain access to the Fair’s prize draw mailing lists. Consequently it generated more direct contacts with the public for referral to brokers as the Company does not deal direct.

Independent Insurance | Targeting sponsorship within a specialist market niche