Standard Life has raised the coffee bar at the 2023 Pensions and Lifetime Savings Association Annual Conference in Manchester, with personalised caffeine hits.
To promote the launch of its third annual Retirement Voice survey, the company has been distributing lattes, cappuccinos and other milky favourites with a chocolate dusting formed in a photograph of the delegate’s choice.
Katherine Lacey, head of workplace marketing at Standard Life, told FP the PLSA AC was an important event for the company – now part of the Pheonix Group – to attend as it enabled the team to “spread the message that is important to us from a brand perspective.”
Part of this message is to promote the passion the company has for people to be able to live well in retirement. The Retirement Voice survey helps the company build a picture of the struggles people are facing with their finances, which in turn enables Standard Life to educate people around their long-term financial wellbeing.
And the personalised lattes?
“It ultimately enables us to get our brand out there,” says Lacey. “It’s something that’s a little bit different. I’ve never seen it before and I’ve been to a lot of these events over the years.”
Standard Life has committed to showing it to more people, with an investment in the chocolate dusting kit that may appear at other conferences and events.
“We are encouraging people to post it on social media,” says Lacey. “We know that LinkedIn for example, is a place where a lot of our key audiences are hanging out. I’ve no doubt if you check out n LinkedIn, you’re going to see lots of people posting it. It might be a gimmick, but it’s a gimmick that works.”