How Financial Advisors Can Plan and Host Effective Client Events

Increasing your client base is an important strategy for growing your financial services practice, but generating new leads can be time-consuming and expensive. In fact, costs associated with acquiring new clients have increased by almost 50% in the past five years.

Client events are an effective way to maximize your marketing investment, strengthen relationships with current clients, and connect with new prospects and referrals. With the combination of virtual and in-person formats, the possibilities for creating popular and memorable client events are seemingly endless. But how do you make the most of these unique opportunities? Strategic planning can keep you focused on your goals and help you align your event with your desired outcomes.

Plan with Purpose

Who is it for? All of your clients or a focused audience?

What type of event will it be? Virtual or in-person? Educational or appreciation-focused? Casual or formal? 

When will it be? Consider holidays, conflicting events in your local area, peak times for your desired venue, and convenient times for your attendees.

Where will it be? Is it accessible and conveniently located? Adequate parking and amenities? Are venue staff available to assist your guests?

How much do you want to spend? Make a list of expenses and consider seeking sponsors to provide gift bags or cover part of the cost of the event.*

*LPL Financial advisors, if you have any questions about the use of sponsors for your events, speak with an associate in the Compliance Service Center: (800) 877-7210 Option 9 > Option 2 for Service Center and then speak the phrase "Compliance".

Promoting Your Advisor Event

Once you nail down the logistics, it’s time to start spreading the word using a multi-channel approach.

• Social media: Post often to generate buzz for your event, create brand awareness, and gain followers. Consider creating a contest awarding the most “shares” of your event-related posts, or holding a photo contest to see who can receive the most “likes” or comments on a pre-event picture. During your event, acknowledge contest winners with a prize—and don’t forget to post a picture or video of them claiming their prize to your social media! 
• Website: Add an event page to your website with the event description, date and time, location, FAQs, and links to RSVP. If applicable, add pictures and bios for special entertainment or guest speakers.
• Give a written invitation at each client meeting leading up to your event: Having a tangible reminder can keep your event top of mind with clients who don’t often engage with social media.

Make sure your compliance department reviews and approves your event marketing materials before you begin promoting the event. For LPL financial advisors, you can save valuable time by hiring an LPL Marketing Consultant to take over the event promotion for you.

During the Event

It's show time! For in-person events, avoid the temptation to spend most of your time with clients you know well. Be sure to mingle and introduce yourself to new contacts. You want to make everyone feel welcome and glad they came.

For virtual events, elevate the client experience by having a designated person behind the scenes who can troubleshoot any technical or audio difficulties and manage the chat feature. Delegating this crucial task allows you to focus your sole attention on your attendees.

If possible, hire a photographer to capture pictures of your in-person event and record virtual events to share on your website and social media platforms. For LPL advisors: Recordings made for the purpose of creating content for educational or marketing purposes are permitted as long as you notify all participants that the event is being recorded and for what purpose at the start of the session. There must be a visual or audible indicator that the event is being recorded. Recordings that will be used for client-facing purposes must be submitted, prior to first use, to MRR for supervision as marketing/advertising content.

After the Event

Following the event, be sure to thank attendees for their time, either with a small gift or handwritten note. Invite them to share their feedback so you can determine what worked well and capture any suggestions or changes for future events. Include questions to help you gauge the perceived value of your event—did they feel it was a good use of their time? Did they come away with new information or meet new acquaintances?

Perhaps most importantly, capitalize on the momentum you built with new prospects or referrals. Follow up as quickly as possible to demonstrate your commitment to learning more about them and how you can help them pursue their financial goals. Also, be sure to thank the referral source for sharing their enthusiasm and positive experience.

Questions and Consultations

If you have questions or would like to schedule a one-on-one consultation, or if you’d like to subscribe and receive email alerts when new articles become available, contact LPL Marketing Consulting at (800) 877-7210, Option 9, Option 5, Option 1, or email Marketing Consulting.

If you’re interested in a digital marketing strategy that is executed on your behalf, please visit LPL Business Solutions Discover Marketing to complete the form, and a member of their team will be in touch with you directly.

Consult your compliance department for information about the rules and use of social media and the review of all advisor marketing materials.

Suzy partners with financial professionals to help develop their marketing strategies to effectively grow their practice. Suzy specializes in social media marketing. View full bio.

*https://blog.hubspot.com/service/customer-acquisition-study?o=73761&t=1578940954&z=196547&sh=1&_ga=2.55216299.1241445799.1578941068-1887897038.1530105100

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