Today our topic is marketing through community events. This is probably one of the top five ways to get prospects in the Medicare business. If you’re not doing this already, it’s something very simple, easy, and inexpensive to implement. Most of the time it only costs your time and sometimes a small vendor fee, but it’s a very efficient use of your time. This is going to be a quick and easy webinar, and my goal is to educate you on community events and how to find them so you can more easily do this yourself.

When I talk about community events, I’m referring to things like fairs and festivals. Every town and city has them, and they often attract large crowds, making them a great opportunity to set up a booth, distribute materials, and engage with attendees. Charity runs and walks are another great option. You can work a table, sponsor the event, or even participate by running or walking while wearing a shirt that represents your agency. Local sporting events such as high school football games or Little League tournaments are also excellent because they bring a lot of people together in one place.

Farmers markets are another strong option. Educational workshops can be effective as well, and they don’t have to be strictly Medicare-related. Seniors are often interested in topics like technology training, financial planning, or home safety. I’ve seen agencies host things like iPad training sessions, which worked very well. Community cleanup days are another great opportunity. Here locally, we have a park where volunteers sign up to help with repairs, and the park closes for the day. A lot of people come out to help, and it creates a great networking environment.

Holiday parades and festivals are common in many areas and provide excellent visibility. Health and wellness expos are also valuable. While we often think about senior expos, health and wellness events can be just as effective. Home and garden shows are another option. We’re close to the Farm Show Complex here, which hosts events year-round, and those kinds of venues can offer a steady stream of opportunities.

Job fairs are another event type we’re trying to get more involved with at URL. They’re a great way to help our agent partners bring new, excited people into the industry and build their teams. School fundraisers are also everywhere. In our office alone, there are constantly sign-up sheets for kids selling things. Schools often host events where people come together to build backpacks or lunches for back-to-school initiatives, and those are great ways to get involved. Local food drives are another opportunity to volunteer and show your community that you care and are engaged.

Conferences are happening all the time, often focused on technology or innovation. Attending these allows you to network, meet other professionals, and build relationships. This industry is all about relationships, and community events are incredibly important for brand visibility. My dad was an agent, and he always said you don’t make money sitting behind a desk. If you’re just waiting for the phone to ring, that’s not an efficient use of your time. You need to get out there, show your face, build your brand, and be part of your community.

Once you know what types of events you’re looking for, the next question is how to find them. In the past, many agents relied on opportunities like Walmart events, but those became very expensive. While they could be worth it, they require a certain personality. If you’re not comfortable engaging with people face-to-face, community events may not be the right strategy for you. But if you’re an extrovert or can turn that side of yourself on, this can be a great way to meet people, build relationships, and generate leads.

Making partnerships with healthcare providers and pharmacies is another option. This doesn’t have to be limited to large chains. You can build relationships with local pharmacies as well. Just remember that these relationships take time. You’re unlikely to walk into a doctor’s office and receive referrals on your first visit. You need to consistently show the value you bring.

Online event listings are another great resource. Websites like Eventbrite and Meetup list local events where you can purchase tickets or participate. Networking with other agents through professional organizations is also helpful. Referral groups, local newspapers, magazines, volunteer opportunities, and community sections are all worth paying attention to. Social media, especially Facebook’s events feature, is another easy way to see what’s happening locally. Chambers of Commerce are also excellent organizations to join. They host many events that you can sponsor or attend, providing great exposure. Local community centers, YMCAs, and senior centers often host frequent events as well.

I also recommend subscribing to local newsletters from your township or city so you’re automatically notified about upcoming events. Once you’ve identified events to attend, it’s important to set yourself up for success. Most of the time you’ll be working a table, so you want an open, inviting layout that isn’t cluttered. People should immediately understand what you’re there to talk about. Interactive elements help a lot, whether that’s a spinning prize wheel, giveaways, or refreshments. Free items always draw people in. I’ve seen vendors bring snow cone machines or simple food items and create long lines because of it.

Clear signage and branding are important so people can understand your message from a distance. You don’t need a large, bulky banner, but you should have something that clearly explains your purpose. Comfortable seating is also helpful, especially for seniors who may want to sit and talk for a few minutes. Multimedia displays like looping videos can keep people engaged while you’re speaking with someone else. Giveaways should be branded with your name. Carrier-branded items are fine, but at the end of the day, you’re selling yourself, not the carrier. Items like pill organizers, bandage packs, and hand sanitizer work very well.

If you’re not personally working the table, make sure whoever is representing you is knowledgeable. People will ask questions, and you want to be able to provide accurate answers. Most importantly, you need a follow-up mechanism. Follow-up is everything. You typically can’t sell a policy at the event itself, so you need a way to contact people afterward.

To make the most of each event, be prepared with a one-minute elevator pitch. Not two or three minutes—one minute. It should be clear, concise, and engaging. Even if the event isn’t busy, take the time to talk with other vendors. Networking with other professionals is incredibly valuable. Set clear goals before the event, such as how many people you want to talk to or how many contacts you want to collect. Research the event ahead of time so you understand the audience and can tailor your materials accordingly. Don’t focus solely on seniors. Many events attract families, and grandparents often attend with grandchildren.

Follow-up should happen quickly, ideally the next day. Digital sign-up forms and QR codes are very effective and easy to create. Business card drops for prizes work well too. After the event, post photos and updates on social media. Everything you do in the community should be shared. It may feel uncomfortable, but this is how you build your brand. Be authentic and participate in causes that matter to you, because that authenticity resonates with others.

Create a long-term follow-up campaign using a CRM or email marketing system. Many Medicare prospects won’t be ready right away. You may meet people years before they enroll, but when they are ready, they’ll remember you. Medicare is a long game, but if you stay consistent, it pays off. Over time, prospects become clients, clients become referral sources, and your business continues to grow.

I hope this was helpful and gave you some practical ideas you can take with you. If you’d like to learn more about marketing and upcoming carrier plans for 2026, we’re hosting our Medicare Connections Conference on September 3rd at the Hershey Lodge. We’ll have all of our carriers there, a keynote speaker covering Facebook marketing, and all of our URL departments available to network. It’s a great event, and we typically have 300 to 350 attendees.

Thank you so much for joining me today. I hope you all have a great day.