Bennetts Motorcycle Live stand

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Bennetts Motorcycle Live stand, November 2015




The challenge of working for an insurance brand is that you have an intangible product.

Unlike sexy motorbikes, which visitors can sit upon and dream about at expositions, insurance is largely a distress purchase. No one really likes insurance, but it’s compulsory in the UK and its a competitive marketplace. The challenge? How to bring insurance to life.

As part of his role working as events manager for Bennetts, Britain’s biggest motorcycle insurance specialist, Paul took the company back to Motorcycle Live, the nine-day extravaganza that takes place at Birmingham’s NEC every November. The company hadn’t been at the show for the best part of the decade, and the task was not only to create a stand from scratch, but also to make it exciting enough to be a ‘must see’ for the show’s 120,000 visitors.

Doing all work in house, with the exception of the stand build itself, Paul managed the budget, staffing, attractions and procurement. The project had three key objectives: customer loyalty, acquisition and brand awareness.

Loyalty was supported by a coffee bar on the stand. All customers were invited to take their free, barista standard hot drink, creating not only a welcome ‘thank you’ for their loyalty but also giving staff an opportunity to interact with customers, a vitally important factor in bringing the brand to life.

Acquisition came in the form of a prize draw, to win a motorcycle, to capture data, as well as terminals where visitors could get an insurance quote, while brand awareness was supported by an attractive stand with plenty of great bikes and VIP signing sessions for enthusiasts to enjoy. These included everything from genuine MotoGP machines to on trend custom builds.

To make the project as cost effective as possible, the show collateral was repurposed for the smaller, three day London Motorcycle Show at London ExCeL, as well as the two-day Scottish Motorcycle Show. The stand was refreshed and updated for 2015.

Feedback from customers and staff was unerringly positive, making exhibiting at Motorcycle Live one of the cornerstones of the company’s communication plan.