At the recent Airmic conference in Liverpool, one thing became apparent: standing out isn’t just about having the biggest stand or the slickest visuals. It’s about how a firm shows up across the entire event – formally in sessions, informally in conversations, and through every touchpoint in between.
For brokers and carriers, conferences like Airmic offer more than visibility. In an increasingly competitive and commoditised market, they offer a chance to differentiate – subtly, credibly, and consistently.
Gracechurch research (source: Marketing Effectiveness Report 2024) shows that attending events have been increasing in popularity since Covid and marketing teams are therefore looking to invest more in this channel.
Take a position – and contribute something new
There’s no shortage of panelists or presenters at major industry events. But the ones that cut through are those with something genuinely original or useful to say.
Whether the topic is systemic risk, AI governance, or the evolution of ESG reporting, those who articulated a clear perspective – rather than repeating familiar points – were more likely to prompt conversation beyond the room.
“Risk managers can tell the difference between someone bringing insight and someone bringing slides,” said one Airmic delegate.
Being visible on the agenda is helpful. But being remembered afterwards depends on offering value that others don’t.
Joining the dots between messages, people and presence
Some firms treated the event not as a standalone engagement, but as part of a broader campaign by aligning the conversations they led, the collateral they handed out, and the tone of their social media into one coherent narrative.#
Themes like “Partnership in Practice” or “Resilience Reimagined” only worked when echoed across sessions, side events, and follow-up materials. The most effective firms didn’t just repeat a phrase; they embedded a consistent line of thinking across channels and settings.
People still make the biggest impression
Firms often overinvest in space and underinvest in people. But the individuals on the ground – who you bring, how well-prepared they are, and how they behave – can make or break your brand’s perception.
What set some firms apart at Airmic was the quiet competence of their people: well-briefed account leads, visible senior execs, and teams empowered to have real conversations – not just take business cards. Delegates noticed. Because at the end of the day, the most valuable things you can give a risk manager is your time and your attention.
Don’t underestimate the value of informal moments
Some of the most effective engagements happened outside the main programme: over breakfast briefings, side meetings, or informal roundtables.
These moments offered space for deeper discussion, and in some cases, clearer signals of intent. A handful of firms hosted events away from the main venue, creating settings that felt considered rather than corporate. Done well, these small gatherings provided insight, built trust, and allowed delegates to engage on their own terms.
In a space where many firms look and sound similar, differentiation doesn’t always come from a new product or a bigger sponsorship package. It comes from consistency of message, clarity of thought, and the ability to engage with purpose.
At Airmic, the firms that stood out weren’t necessarily the loudest. They were the ones who knew what they wanted to say, said it well, and made space for meaningful exchange.
In a market built on credibility, that still counts for a great deal.
In a competitive, credibility-driven market like insurance, showing up is expected. Standing out – on stage, on the floor, in every conversation – is a strategic choice.