When it comes to marketing of financial services, there is no shortage of possibilities. Retrieved from "cold calling" to direct mail, participating in local networking events, advisors have many choices in the ongoing search for new prospects.
Of all the options, hosting marketing seminars remains an important method to check for potential clients known. Which raises the question, "The marketing of the Financial Services-Do seminars yet?"
I recently had the opportunityto a seminar hosted by a well-known financial adviser. Here you can take a look at what went well to take, and where were the missed opportunities that maybe would have an even more successful event.
Location. At first glance, for the holding of the situation was great. A private meeting room in an upscale golf club in an affluent community was "pitch perfect." Unfortunately, no one has reviewed what would happen next. As a result of the first 30 minutes of the presentation wereoverwhelmed by a terrible loud movie that involved a lot of shooting and screaming.
So, what is the lesson? Although it seems obvious, to present a quick check on who will be your neighbor and what they are, can help to avoid such situations occurring. I know this sounds basic, but as they say, "the devil in the details."
The seating arrangement was filled with about 150 theater-style chairs, most of them. It is indeed a great testament to theSponsoring organization in a position to fill the space, we felt a bit like sardines. Now this was necessarily a bad thing? Not really, when you think that was the target audience.
According to the marketing of the company were materials that it seeks investors with a minimum of U.S. $ 15,000 to invest. This really is not much money. Thus, the program was geared primarily to new investors, or those with relatively modest amounts of capital. That was probably the first place is not regarded as negative.(However, there is a psychological separation between the event can be found in a very elegant ambience, but trapped under the seats so close together.)
However, if the company focused on wealthy and ultra-rich prospects, would be the seating arrangement in any case a diversion. Upscale programs that I ever took part in the general cap the guest list at 30-35. And I use the word "hosting" intentionally ". The event I attended recently, "visitors". Programs to promote the well-off have"Guests". This is a real difference in everything from the invitations to the room arrangement, the content of the presentation.
In this particular case, the content of the presentation showed well with the audience. Not surprisingly, investing a seminar targeted at investors with $ 15,000 that attracts a wide variety of perspectives. Then tune it virtually impossible to give a lecture on such a modest group of investors, there is no real sense to try to.
But when youTarget group of the affluent market, one would like a different approach. Remember that it is the traffic on the wealthy key to ensure that they feel, catering specifically to them. Open the issues of commonality that this group of wealthy faces. This would be even better if you sub-niched your marketing, "many women entrepreneurs" or any other targeted segments. This would allow you to open your presentation with details that make the guests feel that they are usreally listen to advisers who understand their individual needs. So overall I would make this presentation a good, solid "B".
However, it does ask an important issue. These financial advisor expenses are attracting a lot of effort for very little investment. The U.S. $ 15,000 investment level (and yes, I know that some, but probably not much-more than 15,000 U.S.) dollars to invest, you'd have 34 of them get to an investor with $ 500,000 equivalent.
There is an old saying in marketing,unless you can automate and remove the element of human labor from the process, it only takes so much effort to make a small fish like to win it a great whale. Unfortunately, the hosting marketing seminars very labor-intensive projects. The focus on the small investor is not necessarily the best use of the funds of the time and effort. Granted, it is small fish "easier to win, but you have to get a lot of them to a wealthy investor equally.
If the results of contrasts that come from events thatmeet in the middle of the market compared to the wealthy, there is no doubt that this yields much more substantial results. Granted, the attraction of the rich requires a different message and approach. The reality is that many consultants less comfortable approaching the wealthy, although they all have the desire to get more of them than people verbalize too. If it is serious about marketing to the affluent, you must be prepared to respond to events as such, the fair one's ownMid-Market.
