The document discusses how a company that originally focused on hosting events for financial planners reinvented itself with a long-term digital strategy. It began creating online content like newsletters, webinars, and podcasts in order to develop ongoing relationships with delegates and sponsors rather than just transactional, event-based interactions. This integrated strategy generated traffic, paid membership as a new revenue stream, and lower acquisition costs for delegates while also deepening engagement and relationships over the long term.

1. Long term digital-driven strategy
Hasnain Zaheer

2. BEFORE
Brochureware
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3. BEFORE
Brochureware
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4. BEFORE
Events for high-end financial planners
• Founded in 2005
• Learning & development needs of independent financial advisers
• Estate planning, business succession, tax planning, super (retirement savings), investments
• High profile presenters and sponsors
BUT
• GFC in 2008
• Growing competition from me-too’s
• Seismic shifts and reforms in financial advice market – commission-based models to fee-based
ALSO
• Content and relationships with industry experts was not leveraged, except for speaking
• Transactional, not relationship oriented with delegates, still lot of repeat delegates without even
trying
• Event specific sponsors
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5. AFTER
Re-inventing with an integrated strategy
• Re-invented the market, product and customer we were serving
• Integrated strategy that revolved around ongoing revenue, not just event based transactional
revenue – Online content, membership, sponsorship and blending everything
• Moved up to family office, wealth management market
• Name changed to Private Wealth Network
• Content strategy around newsletter, webinar, podcasts, knowledge directory, Linkedin.
• Extend and deepen the relationship with sponsors & delegates, not expand the market
• Stronger virtual relationship when you already share a trusted relationship in the real world
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7. AFTER
Re-inventing with an integrated strategy
• Event blog
• Newsletter
• Knowledge
• Membership
• Podcasts
• Webinars
• Videos
• Paid membership
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10. AFTER
Results
Hard
• Traffic
• Paid membership revenue stream: Paid membership & private membership
• Lower cost of delegate acquisition
• Network sponsorship
Soft
• Deeper engagement
• Long term relationships
• Search engine friendlier
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11. Thank you, any questions
hasnain@simplogy.com | (61) 403 569 410 | www.simplogy.com
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