1. Set goals.
Know what you want to achieve, is it
• People you meet?
• Cards you collect?
• Meaningful conversations?
• Follow up appointments?
2. Know that not all advisors
are created equal.
• Use an RIA database to match the attendees with
FAs most likely to find your funds attractive.
• Offer the top tier a breakfast or dinner meeting.
• Send second tier an info kit.
• Send the rest a simple email to drop by.
3. Put your name
Speaking engagements are
coveted, but worth
4. Hire a celebrity.
5. Engage the media.
Let your PR firm set up interviews
for your managers LIVE from the
floor of the show.
6. Work the show.
Ensure staff knows it’s a far greater
responsibility than standing behind a table
with a smile.
• Constantly greet and engage people.
• Draw them in with questions.
• Learn about their needs, listen.
• Offer literature.
• Exchange business cards.
7. Let attendees “meet the manager.”
• If you can entice a manager to attend, shout it
out! With tweets, emails and signage.
• Put a photo of your manager in the booth for
• Host a breakfast for a select audience.
8. Showcase recent press.
Toot your own horn and
have reprints available.
Third party endorsements
Someone should be present
ALL the time.
9. Require booth attendance.
Take turns “walking” the show
Be sure to check out the competition.
10. Skip the sessions.
Some FAs prefer to walk the hall
during non-exhibit hours
and avoid the crowds – don’t miss
that golden opportunity.
11. Follow up.
• Act promptly and be specific.
• Text support staff to get appropriate literature out
so it’s on the FAs’ desk when returning.
• Respond to requests for more info, show quality
Did you meet your goals?
13. Evaluate the show.
Was the right audience there?
What could you have done better?
Should you do it again next year?
Why SunStar Strategic?
We’ve helped many fund firms craft a
conference strategy that considers what
shows to attend and how to get the
biggest bang for your buck.
Pre-/post show communications
Let’s talk. Click here.
I’d like more bang for my