In last month’s column, I wrote about large-scale annual Client Appreciation Gala-style events. This month I want to explain why we no longer host a single large event, having moved to multiple smaller events instead.

1. Senior Market Advisor • December 2013 | LifeHealthPro.com20
In last month’s column, I wrote about
large-scale annual Client Appreciation
Gala-style events. This month I want to
explain why we no longer host a single
large event, having moved to multiple
smaller events instead.
Every time a client receives a corre-
spondence or phone call from your office,
you are “touching” them. The expres-
sion “Out of sight, out of mind” is at
the heart of every disappointed client’s
chief complaint that they “rarely hear
from” their advisor. In human interaction,
frequency of contact translates into depth
of relationship. Thus, it naturally follows
that hosting a single, massive annual gala
event represents one touchpoint (however
impressive it may be for all present to see
hundreds of others there), while multiple
smaller events throughout the year cre-
ate the ­potential for several touches each
year. You also prevent weather, traffic, or
similar obstacles from reducing turnout
at your one annual reunion. The goal of
all client events, large or small, should be to
promote your brand within your client family
and local community, strengthen client rela-
tionships, and legitimately help the charities
you support.
Assess the venue, timing
In designing multiple annual events,
you and your staff should first assess
the types of venues in which your clients
are likely to show the most interest—as
well as the timing and order of those
events as they best serve your marketing
campaigns at different times of the year.
Categories should include:
• Events for all clients.
• Welcome events only for new clients—
and those who referred them.
• Charitable events.
• “Meet Greet” events created
specifically to allow clients to bring
guests (introductions).
Secondly, your events should number
no more than five per year, and be spaced
at least 60 to 80 days apart, lest you
overwhelm your clients and inadvertently
cast yourself as an event planner rather
than the educator/advisor you are. Events
that include non-clients should be offered
at the beginning of your seminar season,
and should include ready invitations to
your next seminar for those guests who
express an interest in attending. Chari-
table events should be spaced at least
five months apart, so as not to be asking
“too much too often” and thereby deter
attendance
In my next column, I’ll share the many
benefits we gleaned from formally surveying
our clients, one section of which asked
them what types of events they’d be inter-
ested in attending throughout the year.
In our area the offerings include several
museums, a local winery, two baseball
farm teams, several food banks, and even
a shooting range, just to name a few.
Client appreciation events, part 2:
The value of multiple smaller events.
Thomas K. Brueckner is president and CEO of Senior Financial Resources, Inc. in Nashua, N.H.,
and Strategic Asset Conservation, Inc. in Scottsdale, Ariz. He is a Senior Market Advisor
2011 Advisor of the Year Finalist. for more articles from Thomas k. brueckner, visit
lifehealthpro.com/author/thomas-k-brueckner.
send Responses or
questions to feedback@
seniormarketadvisor.com.
“In human interaction,
frequency of contact
translates into depth
of relationship.”
YourPractice
with Thomas K. Brueckner
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