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Your Host: Wendi Webb Director, Advisor/Client Solutions July 26, 2012
Your Host: Wendi WebbDirector, Advisor/Client Solutions
July 26, 2012
Advisor/Client Solutions
Marketing Campaigns Client Reprints Marketing Resources
November Observances
Special ObservancesAmerican Indian Heritage Month
Long-Term Care Awareness Month
Peanut Butter Lovers Month
Nov 1. Men Make Dinner Day
Nov 2. Plan Your Epitaph Day
Nov 2-4. Punkin Chunkin Days
Nov 3. Sadie Hawkins Day
Commonly Observed HolidaysNov 1. All Saints Day
Nov 1. Dia de los Muertos
Nov 4. Daylight Savings Time ends
Nov 6. Election Day (U.S.)
Nov 11. Veterans Day
Nov 12. Veterans Day observed (markets
open)
Nov 22. Thanksgiving Day
Cause ObservancesAdoption Month
AIDs Awareness Month
Alzheimer's Disease Month
American Diabetes Month
Family Caregivers Month
Good Nutrition Month
Hospice Month
Lung Cancer Awareness Month
Financial Theme of the Month: Estate Planning
Nov 3. Sadie Hawkins Day
Nov 15. Islamic New Year
Nov 18-24. Family Week
Nov 23. Fibonacci Day
Nov 23. Black Friday
Nov 26. Cyber Monday
Nov 22. Thanksgiving Day
(markets closed)
Lung Cancer Awareness Month
Nov 10. World Science Day
Nov 14. Diabetes Day
Nov 15. Great American Smokeout
Nov 15. America Recycles Day
Nov 11-17. American Education Week
Nov 17. Great American Smokeout
Nov 19. International Men’s Day
Nov 20. Universal Children’s Day
Nov 20. Canada’s National Child Day
Business & IndustryMilitary Family Appreciation Month
Nov 4-10. Nurse Practitioner’s Week
Nov 10. Marine Corps Birthday
Nov 24. Small Business Saturday
Financial Dates & DeadlinesNov 23. Markets close at 1 p.m. ET
Nov 30. Last day for doubling up to avoid
wash sale rule
December Observances
Business & Industry
Special ObservancesNational Write a Business Plan Month
National Tie Month
Dec 1-7. Cookie Cutter Week
Dec 4. National Cookie Day
Dec 15. Bill of Rights Day
Dec 21. Crossword Puzzle Day
Dec 21. Humbug Day
Financial Dates & DeadlinesDec 7. Medicare open enrollment period
closes
Dec 31. Last day to:
• Establish Keogh plan
• Establish & fund solo 401k
• Make contributions to employer-
sponsored 401k plans
• Correct excess contributions to IRAs and
Financial Theme of the Month: Charitable Planning
Commonly Observed HolidaysDec 6. St. Nicholas Day
Dec 9-16. Hanukkah
Dec 24. Christmas Eve
Dec 25. Christmas Day
Dec 26-Jan 1. Kwanzaa
Dec 26. Boxing Day (CA)
Dec 31. New Year’s Eve
Cause ObservancesSafe Toys and Gifts Month
World AIDs Month
Dec 1. Rosa Parks Day
Dec 7. Pearl Harbor Remembrance Day
Dec 1-24. Operation Santa Paws
Business & IndustryDec 5. AFL-CIO Day
Dec 6. Pawnbrokers Day
Dec 13. National Guard Day
Dec 14. National Salesperson Day
Dec 21. Humbug Day
Dec 21. Winter Solstice
Dec 23. Festivus
Dec 30. Bacon Day
• Correct excess contributions to IRAs and
qualified plans
• Sell stock to realize gains/losses
• Take RMDs
• Last day to pay expenses for itemized
deductions
• Make tax-deductible contribution to
charities
• Make annual tax-free gifts of $13,000 per
person
Today's Agenda
• Develop a Niche Referral Guide
• Establish a COI Referral Strategy
• Niche Prospecting Campaign
Niche Email Campaign for • Niche Email Campaign for
Clients, Prospects & COIs
Niche Referral Guide
• Advance credibility
• Acquaint strangers with your business
• Interest prospects in your approach
• Validate your expertise• Validate your expertise
• Educate recipient on your business
• Convey value
• To begin to tell your story
• Invite further interaction & response
Audience(s)
• Prospects
• Clients
• COIs
Media• Media
• Associations
• Community groups
• Businesses
• Charities
Material Explains
• Who you are?
• What you do?
• How do you work?
Who do you help?• Who do you help?
• Why should I work with you?
• What's in it for me?
Components
• 'Statement of Expertise' – Positioning Statement
• 'Who We Are' – Story bio of you and your team
• 'What We Do' – Narrative explanation of your services
• Process Overview -- Bullets • Process Overview -- Bullets
• Process Overview -- Graphic
• Articles/announcements/press releases
• Statement of Values/Code of ethics (optional)
• Miscellaneous materials
Marketing Kit Pages
Pocket 1, Right SidePocket 1, Left Side
More Information
Visit the Advisor/Client
Library, Marketing
Strategy section for Strategy section for
producing the
'Ultimate Advisor
Marketing Kit'
COI Referral Strategy
100% of High Net Worth prospects ask their
CPA for a referral to an advisor
-- Schwab Impact Conference 2009-- Schwab Impact Conference 2009
See Joe
What COIs Do For You
• Help you break into a niche
• Shorten the learning curve
• Introduce you to other niche members
• Raise your visibility• Raise your visibility
• Validate your niche participation
• Refer new business to you
• Become a marketing co-partner
Where to Find COIs
• Client list
• Social connections
• Niche media
• Associations• Associations
• Speakers
• Consultants
• Vendors
• Social media
• Academics
COIs are Niche Dependent• Company specific: HR managers, executive recruiters, union leaders, local
association officials, president of retirement association• Real estate: Mortgage brokers, agents, developers, builders, architects, decorators,
landscapers, property managers, escrow companies, appraisers, bankers • Retirees: Retirement coaches, senior center directors, health care professionals,
country club staff, golf pros, tennis pros, travel agents, art gallery owners • Corporate executives: Executive recruiters, HR directors, household management • Corporate executives: Executive recruiters, HR directors, household management
companies, caterers, nanny placement bureaus, private security, personal shoppers, personal trainers, tailors, stylists
• Attorneys: Spouses, luxury car dealers, jewelers, jury consultants, marketing agencies (focus groups), event planners, concierge services, document service firms, private investigators
• Physicians: Physical therapists, nutritionists, pharmaceutical reps, technology consultants, hospital administrators, department chiefs, industry consultants
• Small business owners: Business brokers, commercial real estate agents, suppliers & vendors, valuation experts, insurance agents
Tier 1 COIs
• Directly related to niche
• Derive revenues from your ideal niche clients
• Complementary products & services• Complementary products & services
• Many opportunities to introduce & refer you to niche members
Tier 2 COIs
• Don’t derive much income from your ideal clients
• Incomplete knowledge of finances
• Well-connected in niche
• Frequent interaction with niche• Frequent interaction with niche
• Raise awareness & word-of-mouth
Segment COIs Into Tiers
Tier 1 COIs
• CPAs
• Attorneys
• Business brokers
Tier 2 COIs
• Realtors
• Executive recruiters
• Association directors
• Local bankers
• Insurance agents
• HR directors
• Industry salesmen
• Vendors
• Restaurateurs
• Local journalists
• Funeral directors
• Wedding planners
• Personal trainers
Develop a COI Communication Schedule
Niche Prospecting Campaign
“A desk is a dangerous
place from which to view place from which to view
the world.“
− John Le Carré
1. Set campaign objectives
2. Determine marketing deliverable
3. Build a niche list
4. Create campaign & materials
Niche Campaign Marketing Plan
4. Create campaign & materials
5. Establish campaign schedule
Set Campaign Objectives
• Meet 10-20+ prospects
• Establish niche expertise
• Discover new COIs
• Meet more prospects• Meet more prospects
• Bring in new business
• Generate referrals
• Build word-of-mouth
Determine Marketing Deliverable
Social
Event
Educational
Conference
CallWebinar
CampaignEducational
Workshop
Public
Speaking
Whitepaper
Direct
Cold
Calls
Build a Niche List
• Niche clients
• Ex-niche clients & prospects
• COIs
• LinkedIn searches
• Employee directories • Employee directories
• Membership directories
• Reverse street directory
• Targeted lists from niche media
• Other research (SearchSystems.net)
Compile Campaign List
Sources of names:
• Niche clients & friends ~ 10
• COIs you interviewed ~ 10
• Other niche clients’ advisors ~ 10• Other niche clients’ advisors ~ 10
• COI referrals ~ 20
• Names from research ~ 30+
• Other sources ~ 20
Marketing List ~ 100+
Create Campaign & Materials
• Format
• Topic
• Date, time, duration
• Venue & layout• Venue & layout
• Strategic partners
• Presentation
Event Format
• Coffee & donut sessions
• Series of classes
• Townhall meeting
• Meet the expert• Meet the expert
• Lunch ‘n’ Learn
• Focus group
• Panel presentation
Choose a Topic
• Niche pain points/hot buttons
• Current news & headlines
• Market developments
• Upcoming events• Upcoming events
• Seasons/timing
• Your niche solution
• National observances
• Historical dates
Date, Time, and Duration
• Hold at a time that is good for your niche
• Keep in mind seasonality constraints
• Watch calendar for holidays
• Research competitive events• Research competitive events
• Consider trigger dates
Venue
• On site
• Private room in restaurant, café, club
• Private home
• Library• Library
• Conference room
• Book store
• Historic spot
• Church/Temple
Strategic Partners
• Coaches/consultants
• Attorneys
• CPAs
• Business Brokers• Business Brokers
• Bankers
• Tax professionals
• Suppliers/Vendors
• Niche Leaders
• Interesting commentators
Develop Your Presentation
• Speech
• Visuals
• Handouts
• Stories
• Misc workshop materials• Misc workshop materials
• Promise a solution
• Call to action
• Provide specifics
• Avoid selling
Market Your Event
How will you promote
your event?
What marketing
materials do you
need?
Marketing Channels
• Face-to-Face
• COI Champion
• Direct mailDoctors!
The • Direct mail
• Phone
• PR
• Flyers/Advertising
• Social Media
• Web site
The
Economics
of Owning
Your Own
Building
Enlist Champion COIs
• Pick a friend, close client, supportive
Tier 1 COI or well-connected Tier 2 COI
• Type up list of 25 prospect names
• Review list with COI • Review list with COI
• Rank each prospect on best way to
meet
• Can COI personally introduce?
• Coach COI on introduction
• Set meetings
Mail, Phone, PR, Other
• Schedule 1-2 calls by you & staff
• Schedule 2-4 emails
• Send out press release if appropriate
• Local media listings• Local media listings
• Web site mention
• Voice mail mention
• Newsletter mention
• Postcards
Marketing Materials
• Exciting event title
• Short, dynamic marketing summary
• Invitations/event flyer
• Email reminders• Email reminders
• Multimedia presentation if applicable
• Event handouts & summary
• Feedback/Response device
• Topical articles
• Memorabilia
Schedules
• Marketing campaign schedule
• Promotion schedule
• Follow-up schedule
Marketing Campaign Schedule
Marketing Campaign Schedule
Activity Timeline
Decide on event, develop prospect list; select topic; select partners
Day 40
Lock-in logistics (meeting room, food, speakers, etc) Day 30-40Lock-in logistics (meeting room, food, speakers, etc) Day 30-40
Produce marketing materials, etc. Day 15-40
Promote the event Day 0-30
Event Day 0
Follow-Up Day 1
Promotion Schedule
Promotion Schedule
Contact Activity Timeline
3 Send 1st email announcement Day 15
4 Phone call (staff) Day 7
5 Send 2nd email announcement Day 5
6 Confirmation phone call (you) Day 2-3
7 Reminder email Day 1
8 Event Day 0
9 Initiate Follow-Up Schedule Day +1
Follow-Up Schedule
Follow-up Schedule
Contact Activity Timeline
1 Enter into drip system On initial contact
2 Phone call Day +1-2
3 Email event summary Day +2-3
4 Fulfill information product Day +5-7
5 Phone call Day +10-14
6 Email financial article Day +21
7 Visit Day +25
8 Send update/article/invitation Day +30
Women in Transition
Roundtable experts:• Estate planner
• Therapist
• Nutritionist
• Travel agent
Topic ideas:• Getting the Most from Social
Security
• Personal Finance for the Newly
Single• Travel agent
• Image consultant
Single
• Leaving a Legacy
• Traveling On Your Own
• Computer Classes for Widows
Small Business Saturday
www. cashmob.comwww. cashmob.com
Niche Email Campaign
• Subject Matter: Rollover Mistakes
• 11 One Minute Memos
• Introductory email
• Weekly or bi-weekly• Weekly or bi-weekly
• Client version
• COI version
1 Minute Memo (Client Version)
Introductory Memo
Rollover Blunder #3
1 Minute Memo (COI Version)
Introductory Memo
Rollover Blunder #1
Congratulations!
Coaching Call
A Super Bowl Ad?
For nurses? Ummm…
Send in an
assignment from
Session 1 or some of
your marketing
materials!materials!
Next Advisor/Clinic Session
Capture More
Rollover Business from
Clients, Prospects & COIsClients, Prospects & COIswith
Wendi WebbDirector, Advisor/Client Solutions
Thursday, Aug 2, 2012, 4 p.m. ET
