Ellis Communications, L.L.C.

Cliffhangers, Experts and Value-Added Giveaways
Leverage the Marketing Aspect of Advisors’ Seminars

Financial advisors often use seminars as a way to grow their practice but they sometimes miss opportunities beyond the basics that can boost the effectiveness of this marketing tool.

"Seminars can be a great way to educate existing clients and generate new ones," says Martin R. Baird, president of Phoenix, Ariz.-based Advisor Marketing and author of The 7 Deadly Sins of Advisor Marketing.   "But I see far too many advisors failing to use additional tactics to enhance the seminar and help more people."

            Baird offers the following five tips on how to get more mileage out of a seminar.

Number 1 - Offer something for free that has perceived value for attendees, such as a book, a report or software.  "People who are invited to the seminar and attend receive the giveaway," Baird says.  "This is good for you and the attendees.  Books are a great way to add value."

Number 2 - Giveaways have "legs" that add extra punch to the marketing aspect of the seminar.  "They’re kept around for a long period of time and that extends awareness generated by your seminar," Baird notes.  "An attendee could think of you each time they see the book on the shelf or use the software."

Number 3 - Involve an expert.  "Having an expert delivering or participating in the seminar is a real plus for your program,"  Baird says.  "Who wouldn’t want to know what the senior vice president of one of the large financial services companies has to say?"

Number 4 - Leave them wanting more.  "Near the end of your program, mention some ideas that will get the attendees to call or attend your next program," Baird says.  "
By leaving a person wanting more, they’re interested in finding out what comes next.  Cliffhangers spark curiosity"

Number 5 - Contact those who registered but failed to attend.  "Make contact by phone or mail," Baird suggests.  "Have a mailer ready to go that shares a few of the concepts or ideas from the seminar.  These people took the time to register, so they have some interest and you should make the most of it."

Advisormarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented financial advisors who are demanding information that helps them market their practice, meet the needs of their clients and increase sales.  It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of advisors’ marketing materials that is provided at no charge when the critique is posted online for all advisors to read.  Advisormarketing.com also offers an electronic forum where advisors can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers.  Advisor Marketing may be reached at 480-991-6421.