Marketing Ideas



Referral Marketing Best Practice Ideas Outlined below are Best Practice tips and ideas for you to incorporate into your Referral Marketing Calendar. Each should be reviewed and incorporated based on your firm’s culture and values. You should evaluate all marketing alternatives and implement only those strategies that you feel comfortable with. COI Relationship Building Lunches In an effort to ensure the firm continues to develop relationships with CPAs, Attorneys and other COI’s the firm advisors will contact one COI per week in an effort to schedule a minimum of two lunches each month with COI’s. Client & Professional Referral Management Process A Professional Referral Process is a practice management process that enhances your ability to develop your relationship with referral sources, working to improve the quality and quantity of referrals to your firm. The goal is to develop a systematic process for encouraging and managing client referrals in order to achieve the maximum result with a highly leveraged way. The referral process rewards the behavior of providing referrals to the firm. It is important to reward the act of the referral and acknowledge the confidence and trust that the referrer has placed in the firm. The price of the referral gift should be consistent and based upon the firm’s budget for such gifts. When selecting gifts, consider gifts that will draw attention to the recipient, such as a large bouquet or basket of desserts that may be shared by other parties. Gifts such as gift cards and other monetary equivalents should not be used as they are not exciting or participation oriented. Client Touch Base Calls In an effort to ensure the firm continues to develop relationships with its clients, the firm advisors will contact one top client per week. These calls should take approximately 10-15 minutes each and should touch on possibilities and relationship topics such as how the family is doing, anything changed or soon to change in their life/style, exciting things such as vacations on the horizon. Client Networking Events To continue the effort to develop relationships with clients, the firm advisors will invite top clients to bi-annual lunch events. These clients should be encouraged to bring friends and family to the event. The goal of client relationship luncheons should be to connect with your clients on a personal level as well as equipping them with the knowledge of the firm’s strengths and capabilities. This will allow clients to have a thorough understanding of the firm and its values, enticing them to refer to the firm. New Client Luncheons Introducing new clients to the culture and resources of the firm is vital in cultivating client referral behavior. The goal of new client luncheons should be to equip new clients with the knowledge of the firm’s strengths and capabilities and to educate new clients about who and when to refer friends/family and colleagues to the firm. This will allow new clients to have proper understanding of the firm for their benefit and for when they share information. Costs are covered by new client generation. COI Affinity Events COI’s in a target group (selected based on affinity or professional arena) will be invited to attend an event with an Advisor around said affinity (e.g. golf outing, wine and dine, etc.). These events should be held at a personal level with limited business discussion beyond that initiated by the COI. Quarterly COI Conference Call Each quarter the firm will present a brief “behind the scenes” conference call, inviting all COI’s that are new relationships each quarter, to join and learn more about how your firm works with clients, behind the scenes. This call will help to deepen COI relationships by increasing confidence in the firm. Friends and Family Seminars The focus of these seminars should be to introduce new and existing clients to the firm culture and resources. These seminars will allow advisors to present case studies, webinars, pending speaking engagement materials etc. and in turn refine and hone their presentation skills. Presentation Summaries Each time a member of the firm conducts a presentation or speaking engagement, they should capture the salient points in a summary document and that summary should distributed per the Firm Communication Schedule. Case Studies Draft a detailed account of an industry issue over a given amount of time and how you implemented a strategy to help your clients combat this issue. The content within a case study may include information about industry objectives, strategies, challenges, results, recommendations, and more. Case Studies should be distributed per the Firm Communication Schedule. Year End Thank You Letters Send all groups a year end thank you letter thanking them for their continued support of the firm. The letter should be signed by all members of the team to remind clients and professionals that you appreciate their confidence in your firm. Referral Confidence Letter The Referral Confidence letter is a letter advising current clients and professionals of the firm’s ideal target client and how they can refer these clients to the firm. The goal is to thank those who have referred and educate clients and COIs on referring. Life Enhancing Meetings Conduct a series of quarterly meetings focused on non-financial planning/investment subjects. The goal is to hold meetings with a consistently interesting format so that clients become comfortable with them, which increases the probability they’ll bring others. Example meeting topics include, bringing in a travel agent guest speaker to discuss “Hot Spot” vacation destinations, have a chef conduct an interactive “Cooking Class”, etc. Summer Picnic Series Hold a Summer BBQ complete with food and child entertainment (clown, balloon tents, etc.) for clients and COIs. The idea is that affluent families with children know other affluent families with children, and families tend to attend child-centric activities. Include a note on the invitation that lets clients and COIs know that they are encouraged to bring friends and family to the event. Gold Getaways Invite golfing clients to a golf outing, providing the opportunity to bring “future friends of the firm.” A foursome a month, or a quarter, could generate some good prospects. An alternative would be to put on a golf tournament each year. You could possibly sponsor, or find a sponsor, for the event on behalf of a local charity. Charitable Events Gather clients around participating in charitable events, such as tree planting day or Habitat for Humanity. This might be worthwhile as a community involvement activity. Professional Advisory Board Meet with top client’s other professionals (CPA’s, attorneys, etc.) quarterly. The goal of the Professional Advisory Board is to build relationships with COIs by establishing meetings to discuss mutual client. This will allow the COIs to have a firsthand account of how you interact with your clients and the level of service you provide. This will give the COI a better understanding of your firm culture and thus they will be more likely to refer to your firm. Client Meetings Include a “Helping us help others” topic in your client meetings. This should be the time in which you describe your ideal target client and brief your client on how they can refer to your firm. You should also take this time to thank them for their continued patriotism of your firm. The goal should be to explain how you want to help others, not soliciting potential referral names from clients. Firm Communication Schedule Send short informational value-added pieces to clients and/or COIs on a monthly basis. The goal is to stay top of with clients and COIs. These communications should include a range of topics, not strictly investment focused, that add value to clients and COIs. Join COI Organizations center1976755IMPORTANT INFORMATION This is for informational purposes only, is not a solicitation, and should not be considered investment or tax advice. This information has been drawn from sources believed to be reliable, but its accuracy is not guaranteed, and is subject to change.Investing involves risk, including the possible loss of principal. Past performance does not guarantee future results. AssetMark, Inc. is an investment adviser registered with the Securities and Exchange Commission. ?AssetMark and third-party strategists and service providers are separate and unaffiliated companies. ?2019 AssetMark, Inc. All rights reserved. ??M19-11474 | 09/2019 | EXP 09/30/2020. For financial advisor use only. 00IMPORTANT INFORMATION This is for informational purposes only, is not a solicitation, and should not be considered investment or tax advice. This information has been drawn from sources believed to be reliable, but its accuracy is not guaranteed, and is subject to change.Investing involves risk, including the possible loss of principal. Past performance does not guarantee future results. AssetMark, Inc. is an investment adviser registered with the Securities and Exchange Commission. ?AssetMark and third-party strategists and service providers are separate and unaffiliated companies. ?2019 AssetMark, Inc. All rights reserved. ??M19-11474 | 09/2019 | EXP 09/30/2020. For financial advisor use only. Become an active member in local COI organizations (Society for CPA’s, Bar Associations, etc.). The goal of joining local COI organizations is to become better acquainted with prominent COIs within the community. In addition to joining COI organizations, the firm should attempt to present at functions and events as regularly as possible. ................
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