For IFAs & Financial Advisers: How to Plan, Promote and Present Successful Seminars

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For IFAs, Financial Planners, Wealth Managers and Professional Financial Advisers: How to Plan, Promote and Present Successful Client Seminars.

Slide deck from April 2013 workshop. For information on when Philip Calvert is hosting the next 'seminar on seminars' for financial advisers, please contact: events@ifalife.com

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For IFAs & Financial Advisers: How to Plan, Promote and Present Successful Seminars

  1. 1. How to Plan, Promote andPresent Successful SeminarsFor IFAs and ProfessionalFinancial AdvisersWith Philip CalvertAuthor of Successful Seminar Selling
  2. 2. WELCOME!www.ifalife.comTwitter: @AdviserLifeTalk
  3. 3. Suggestion:Three sections for your notes1. Material about Seminars2. Material about Monetisation3. Material about Presentation skills
  4. 4. Benefits to attendees“I hear and I forget. I see and Iremember. I do and I understand.”Confucius, 551-479 B.C.
  5. 5. FunTimeMost presentations
  6. 6. FunTimeIdeal presentation
  7. 7. How open minded are you to Change?
  8. 8. Agenda• Benefits of seminars/speaking to advisers– Examples• Benefits to attendees• Decisions to make• Planning• Promotion• Presentation
  9. 9. Hello!• Introduce yourself and what you do• Your seminar and presentation orspeaking experience• A presenter that you really admire• Something that excites yououtside work
  10. 10. Marketing Post RDR• Strategy!• Differentiation• Trust• Credibility• Professionalism• Niche• See and experience• Engage and listen• Share and help• Add value• Loyal advocates(followers and fans)• Income generatingDo it live!
  11. 11. Marketing Post RDR• Strategy!• Differentiation• Trust• Credibility• Professionalism• Niche• See and experience• Engage and listen• Share and help• Add value• Loyal advocates(followers and fans)• Income generatingDo it live!
  12. 12. It works!Most ‘mega producers’ across the industryuse seminars.78% of the most successful people inFinancial Services use seminars or a grouppresentation strategy.25,000 financial seminars per day.Source: USA Business Institute
  13. 13. It works!“We ran our first seminar last night. The roomcapacity was 50 and 61 turned up.”“250 invitations were sent out – so the return rateis pretty good.”“The mixture was roughly 60% new people and40% existing clients.”Bill Hofstetter, Inspirational Financial Management
  14. 14. It works!“Our conversion rates were very good……often approaching ___ %”Andrew Brown, Andrew Brown Associates
  15. 15. It works!“Our conversion rates were very good……often approaching 100 %”Andrew Brown, Andrew Brown Associates
  16. 16. But too many fail!• Hard work planning• Who to invite• Poor marketing• Not enough bums on seats• Poor conversion rates• Poor follow up• Expensive
  17. 17. Examples of Live Marketing• Seminars• Workshops• Showcases• Public/professional speaking• Networking• Social Media
  18. 18. Benefits of Seminars• Proactive• Creative• Demonstration ofexpertise• Builds trust• Enhances credibility• Peer pressure• Referrals increase• Perception of authority• Attract a niche
  19. 19. Benefits of Seminars• Proactive• Creative• Demonstration ofexpertise• Builds trust• Enhances credibility• Peer pressure• Referrals increase• Perception of authority• Attract a niche• Cost-effective• Efficient use of time• Opens doors• Multiple ‘warm’prospects• Differentiates• Profitable– Cashflow– New income stream• Fun and satisfying
  20. 20. Profit• High conversion rates =more income• More referrals = moreincome• Marketing of your event= more clients• Consulting requests• Each sale has a lowercost• Ticket revenue• Back of room sales• Community aroundyour brand creates itsown intellectual capitalthrough feedback andnew ideas
  21. 21. Benefits of Seminars• High visibility/hightouch• Positions you as anexpert = higher fees• Numbers game• “Better” thannetworking• Warm leads• More referrals
  22. 22. Benefits of Seminars• High visibility/hightouch• Positions you as anexpert = higher fees• Numbers game• “Better” thannetworking• Warm leads• More referrals• Standing: 25% increasein sales• Demonstrating – notselling• High conversion rates• Cements existingrelationships• Newsletter contacts andSocial Media followers
  23. 23. Benefits of Seminars• Press relationships• Higher perceived valueof your business• Complements othermarketing activities• Creates advocates froyour brand• Testimonials• Part of your serviceproposition• High value versions– Bootcamps– Private network
  24. 24. Benefits of SeminarsMuch easier sale because:People believe, remember and act on more ofwhat they see and experience than what theyjust read or hear.Some products and services need to be seen andexperienced before people ‘get it’.
  25. 25. Examples• Nadine• County Shows– Food– Craft• Tupperware• Ann Summers• DeWalt
  26. 26. Examples• Martial Arts
  27. 27. Examples• Cookery
  28. 28. Examples• Taser parties
  29. 29. Examples
  30. 30. Examples• Financial Planning
  31. 31. Examples• Financial Planning
  32. 32. Benefits to attendees“I hear and I forget. I see and Iremember. I do and I understand.”Confucius, 551-479 B.C.
  33. 33. Benefits to attendees• Better insight than abrochure (or website)• Whites of your eyes• Evaluate you• Anonymity• Extreme clarity• Confirm third partyreferral• Get answers
  34. 34. Benefits to attendees• Better insight than abrochure (or website)• Whites of your eyes• Evaluate you• Anonymity• Extreme clarity• Confirm third partyreferral• Get answers• Relationship• All senses are engaged• Freebies• “Try before you buy”• A friend to reinforceopinion• Networking and SocialWarmth• People like me
  35. 35. Planning your seminarsRule of5 months5 decisions5 planning stages
  36. 36. 5 months= how long it will take you to plan,promote and get a full house
  37. 37. 5 decisions• Your objectives• Your subject matter or type of event• Your target audience (and how many)• Whether to charge (and how much)• Location, date and time
  38. 38. 5 decisions - Subject• Be guided by what you want the audience totake away and act on• Not too broad (lessens appeal)• Consider niche (lessens appeal but huger take-up, higher conversion and higher revenue)• Generic (no products)• Must be crystal clear benefits• Ask them!
  39. 39. 5 decisions – Who and how many?Who?• Existing clients or prospects• New professionalintroducers• Existing professionalintroducers• Existing more likely toattend• Personal friends• Niches• PressHow many?• 10, 25, 40, 70+ ?• Niche– Smaller but higher value• Available budget/venue• Be guided by yourobjectives• Resources to follow up?
  40. 40. 5 decisions - Presentation• Case studies – Live financial planning• Stories• Volunteers– Live planning• Simple exercises• Breakout groups• Use tech (Voyant etc)• Don’t underestimate their technical knowledge• Follow up resources• Guest speakers?
  41. 41. 5 decisions – Charge?Benefits• Perception of quality/value– Proof the event is high value• Delegates pay to beprospects• Covers costs and increasesprofits• Cash flow• New income stream• More likely to turn upHow much?• What would you pay?– Ask them!• Trial and error• Perception of value is thekey driver• Higher for very nichematerial• Higher for Hot Seats• Higher for private lunch• Retreats and Bootcamps
  42. 42. How to charge?Discounts and Incentives+Human influence techniques andstartling copy
  43. 43. Discounts• Choice of prices• 7• Early/multiple booking• Discounts formemberships• Book by fax, phone,email, SMS, tweet• “Quote this referencenumber”• Compromise Strategy– Pete’s paintings• Subsidies• 3 for 2, bring a friend• Existing clients• Introducers, suppliers• Full refund / Guarantee• Instalments• Cash back• Choose your price• Find an excuse• Remove all obstacles
  44. 44. Incentives• Reciprocity andexclusivity• Discount on your fees• Free– Special Report– White Paper– Tips Booklet– Consultation– Follow up– Membership of your Club– Private area of website• Card draw• Gift on the day• Lunch• Offset carbon• Cocktails / Dinner• Free parking• Near transport hubs• Local attractions• Discount on o/n rooms• Spa• The venue itself
  45. 45. IncentivesIncentives in the promotion reassure people thatthere will be value at the event.State the value of the incentives.Indebtedness.
  46. 46. Key PointMagic combination of charging to attend+ a discount.The value of the event is enhanced AND they geta bargain because they don’t have topay full priceBe friendly, professional and flexible.
  47. 47. 5 decisions – Where and when?• Avoid ‘samey’ hotels• Think of the guests• Something different– Denbies– Old Trafford– Adam Street– Raffles– The Basil– Universities/Conferencecentres– Althorpe House• Disabled access• Easy to find• Check the sat nav• Visit it• Pillars and Daylight• Doors into gardens• Short events: Thurs, Weds,Tues• Long events: Thurs, Fri– Drop offs– Regional differences• Never pay in advance
  48. 48. PromotionSix Universal Principles ofSocial Influence
  49. 49. Promotion – Influencing factors• Reciprocation• Authority• Commitment and Consistency• Scarcity• Likeability (makes us want to say ‘yes’)• Social proof• Fear?
  50. 50. Promotion - Online• Email– Measure– Personalised “seminar@”• Website– Dedicated page– Dedicated Blog– Video intro– Video snippet– Video testimonials– Collect emails– Stats• Website, cont– Forthcoming dates– Ask questions– “Recommend this event”– Polls– Ways to pay– People buy People– Images• Event Apps• Social Media
  51. 51. Promotion - Online• Social Media– People buy People– You must already be addingvalue– Consistency with why peoplealready follow you– Broadens your reach– Use it to get people to opt into your value– Community– Go where target audiencehangs out– Bit.ly links• Tools– EventBrite (affiliates)– Twitter– Facebook– LinkedIn– SlideShare– SunZu– Yahoo Upcoming– Constant Contact– YouTube– Pinterest– Geo location– Google+
  52. 52. Promotion - Online• More tools– Lanyrd– Bizzabo• Event App– QuickMobile– Apps4Events– Genieconnect– Yapp• Paperless Post• Infographics– Visual.ly– Infogr.am– iCharts– Piktochart
  53. 53. Promotion - Offline• Traditional advertising• Direct Mail– Adressed– Unaddressed• Leaflet drops• Posters• Postcards• Telephone• Answerphone message– “If lines are busy, pleasecall again”• Radio• Introducers• PR / Press• Articles• SMS• Pre-event teleseminar• Everything that leavesyour office
  54. 54. SMS• Don’t assume older clients don’t want SMS• Direct, personal and intriguing• 97% opened within 5 seconds *• 24% prefer SMS to email• Cheap and easy• Convenient for recipients on the move• Almost always read• Trackable sign ups• Complements other marketing• SMS polls during events* Ofcom
  55. 55. Promotion - Offline• Letter– Long text– ‘Grab by the throat’ headline– italics, “speech marks” anda question– Times New Roman– Avoid Mondays– Name first– PS– Personal touch– Ask them!• Handwritten element– Envelope• Words– Free, discount, proven,system, secrets, profits, howto, exclusive, VIP, because• Social Proof• “Great networkingopportunity”• Criteria sifting• The Personal Profile
  56. 56. Promotion – General rules• Don’t rule out anything• Online and Offline• Trial and error• The “irresistibility test”– Ask them• Benefits– How others have benefited• Testimonials• Images• Massive value• Get help!– Local groups– Local paper (articles)– Affiliates– Friends in Social Networks– Bloggers– Radio and TV• Test and tweak– Detail!
  57. 57. Common reasons for failure• No clear objectives• Planning time too short• Not targeting– Making assumptions• Not working hard enough on words and benefits– Not testing, not proof reading, not enough detail• Over reliance on one type of marketing– Not getting help• Not irresistible!
  58. 58. On the day• Get in early• Brief venue staff• Music• Help people– Take coats– Pour coffee– “Where have you comefrom?”• Look people in the eye• Make physical contact• Keep it relaxed and friendly,but be purposeful• Pre-reserved seats• Check seating / tables• Sweets• Technology• Have a plan for afterwards• Back of room products• Focus on the audience’sneeds• Say something people allagree on
  59. 59. Back of Room products• Books• Special Reports• White Papers• Tips booklets• Other publications• Premium Newsletter• Premium Events• Mentoring / Coaching• Courses• Interviews• CDs (Record your event)• DVDs• Vouchers• MugsNumber of seminars XNumber of delegates X 100= £ Total Potential Revenuefrom BOR and Online“Souvenir mentality”
  60. 60. Back of Room products• Package– Shrink-wrap• Give one away duringevent• Simple pricing• Quantity discounts• Offer customsation• Leaflet detailing otherproducts and services• Stress consultationservices• Take credit cards• Barcodes“I’m going to put thisinto your hands”
  61. 61. FunTimeMost presentations
  62. 62. FunTimeIdeal presentation
  63. 63. “Know thyself” waswritten over the portalof the antique world.Over the portal of thenew world “Be thyself”shall be written.
  64. 64. “Eternity is a long time,especially towardsthe end.”
  65. 65. “I sometimes feel that Ihave nothing to sayand I want tocommunicate this.”
  66. 66. Impact in the first 30 secondsVoice 38%Words 7%Body image 55%
  67. 67. Eight weeks battery life
  68. 68. When the bullets are flying…No one is safe.• Particularly• when• you• read• every• word• on• every• slide• throughout• the• presentation.
  69. 69. PowerPoint – thought to aid clarity• Crutch for the presenter• Stifles creativity• Poor slides• Animation• Old presentationsupdated• Typos• What am I trying toachieve?• How is this helping toget my message across?• Keep it very simple• Clear graphics conveysclear thinking• The best visual aids areinvisible
  70. 70. ConfidenceClarityConvictionConnectionCompassion
  71. 71. For information on when we arehosting our next ‘seminar on seminars’for IFAs and financial advisers, contact:events@ifalife.comwww.ifalife.com

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