the 'pump it up, no excuses' marketing boot...

with Wendi WebbDirector, Advisor/Client Solutions

January 2012

The 'Pump It Up, No Excuses'

Marketing Boot Camp

Session 1:

Your Marketing Strengths &

Opportunities – Revealed!!

Client Reprints

Features

• 24 reprints to date

• Targeted to clients & COIs

• Free PDFs

• Brand with picture & logo

• FINRA-reviewed

• Expert written

How to use

• Post on web site

• Email PDFs

• Combine in a drip series

• Mail hard copies

Topics

• Retirement income

• Taxes

• Financial crisis

• Caregiving

• College planning

• Boomers

Other Advisor/Client Resources

A/C Web Page• Client reprint library

• Archived campaigns

• 2012 campaign schedule

A/C Newsletter• AC program announcements

• Supplementary marketing ideas & info

Horsesmouth • Marketing ideas

• Practice management ideas

• Business development ideas

• Client service best practices

Financial Dates & ObservancesFeb 14. Medicare Advantage Plans

Disenrollment closesFeb 15. Deadline for submitting 1099s to IRS

Feb 15. File new Form W-4

Feb 19-26. America Saves Week

Business & IndustryFeb 11. Pro-Sports Wives Day

Feb 12. NAACP Day

Feb 18-25. Entrepreneurship Week

Feb 19-25. Engineers WeekFeb 20-25. Future Farmers of America Week

February Observances

Special ObservancesExpect Success Month

Bake for Family Fun Month

Time Management Month

Plant Seeds of Greatness Month

Responsible Pet Owners Month

Spunky Old Broads Month

Library Lovers’ Month

Weddings Month

Feb 1. Working Naked Day

Feb 2. Groundhog Day

Feb 5. Super BowlFeb 7. Send a Card to a Friend Day

Feb 8. Laugh & Get Rich Day

Feb 17. Random Acts of Kindness Day

Feb 19. Iwo Jima Day

Feb 21. Shrove (Fat) Tuesday/Mardi Gras

Feb 25. Daytona 500

Feb 26. Academy Awards DayFeb 28. Public Sleeping Day

Feb 29. Leap Day

Cause ObservancesAmerican Heart Month

American History Month

Heart Month

Black History Month

Wise Health Care Consumer Month

Youth Leadership Month

Cancer Prevention Month

Feb 1. National Freedom Day

Feb 3. Wear Red Day

Feb 4. World Cancer Day

Feb 1-7. Women’s Heart Week

Feb 5-11. Burn Awareness Week

Feb 8. Boy Scout Anniversary Day

Feb 11. Shut-in Visitation Day

Feb 14. Women’s Heart Day

Feb 14. National Donor Day

Feb 15. Susan B. Anthony Day

Feb 16. Kyoto Protocol Day

Feb 27-Mar 4. Peace Corps Week

Commonly Observed HolidaysFeb 14. Valentines DayFeb 20. Washington’s Birthday (markets

closed)

Feb 22. Ash Wednesday

Cause ObservancesAmerican Red Cross Month

Credit Education Month

National Women’s History Month

Music In Our Schools Month

Nutrition Month

Great American Cleanup

March Into Literacy Month

Mar 1. Peace Corps Day

Mar 4-10. Consumer Protection Week

Mar 11-17. Girl Scout Week

Mar 12-18. Wildlife Week

Mar 18-24. Poison Prevention Week

Mar 21. Kick Butts Day

Mar 22. World Water Day

Mar 25-31. Tsunami Awareness Week

Mar 27. American Diabetes Alert Day

Mar 31. Cesar Chavez Day

Business & IndustryMar 2. Employee Appreciation Day

Mar 4-10. Women in Construction Week

Mar 13. National Agriculture Day

Mar 14. Registered Dietitian Day

Mar 26. Legal Assistants Day

Mar 29. Mom & Pop Business Owner DayMar 30. Doctors Day

Mar 25-31. Pediatric Nurse Practitioner

Week

March Observances

Special DaysClean Up Your IRS Act Month

Craft Month

Irish-American Heritage Month

Kite Month

March Madness

Mar 1. Refired, Not Retired DayMar 2. Dr. Seuss Day

Mar 1-7. Write a Letter of Appreciation Week

Mar 3-18. Iditarod Race

Mar 4-10. Procrastination Week

Mar 11. Check Your Batteries Day

Mar 15. Ides of March

Mar 19-24. American Chocolate Week

Mar 19-25. Wellderly Week

Mar 20. Corn Dog Day

Mar 20. Spring Equinox

Mar 21. World Poetry Day

Financial Dates & ObservancesMar 1. FAFSA deadline for some states

March 15. Corporate and S Corp tax returns

due; K-1s due

Commonly Observed HolidaysMar 8. Purim

Mar 11. Daylight Savings Time begins

Mar 17. St. Patrick’s Day

Client (& Advisor) Intelligence

You

Client

Prospect

Investor Trends

Investor Trends

Source: TrimTabs, January 2012

• Affluent investors moved away from Cash, down 1.2 points to 28.5, to invest in

Stocks, which gained 3.7 points

• Market wariness continues however, as the reading of those who chose Not

Investing rose 2.6 points to 34.7

• Not Investing was selected by more Millionaires, up 7.1 points to 35.1.

• Stock MUTUAL FUND investment by Millionaires dropped 14.3 points to 27.8 and

Bond Mutual Funds fell 13.6 points to 12.1

• Millionaires also invested less in Bonds, down 4.4 points to 12.2 and Stocks, down

3.8 points to 34. Real Estate also posted a decline down 1.8 points to 10.4.

Investor Trends

Source: Spectrem Group, January 2012

Planning Stats

Source: Multi-Financial Securities Corp., 2011

Advisor Marketing Boot Camp

The Single Greatest Success Factor

Clarity

Single Greatest Success Factor

• Clarity is that strong and unwavering sense that our daily choices are

grounded in an authentic sense of purpose.

• Without clarity everything we do is either an attempt to gain it or a stab

at the hope that we are moving in the right direction.

• With clarity comes control. With clarity comes grace. With clarity comes

joy.

• Clarity inspires us and those around us. But what is it exactly?

by John Jantsch

• Clarity is embracing the truth

• Clarity is anticipating needs

• Clarity is measuring one perfect

thing

• Clarity is forming decisions out of

beliefs

• Clarity is a potent brand promise

• Clarity is the most important idea in

any business.

Single Greatest Business Success Factor

• Clarity is turning purpose to profit

• Clarity is leading with stories

• Clarity is using $50 instead of

$49.99

• Clarity is asking what to leave out

• Clarity is meeting the whole person

• Clarity is amplifying without hype

• Clarity is doing more with less

by John Jantsch

What Is Marketing?

“Marketing is a systematic process for

cultivating new business.”

—Stephanie Bogan, Quantuvis Consulting

What Is Marketing?

“Marketing means communicating with

clients and prospects on an ongoing basis

to help them achieve their financial goals.”

—Grant Hicks, Guerilla Marketing for Financial Advisors

What Is Marketing?

“Marketing is getting people to know,

like, and trust you.”

—John Jantsch, author of Duct Tape Marketing

What Is Marketing?

“Marketing is a systematic process for

communicating with clients and prospects

so they know, like, and trust you.”

3 Marketing Truths

1. Great marketing beats great product

2. Real people beat real money

3. Consistency beats brilliance

− Tim Berry, president of Palo Alto Software

The Ps of Marketing

Old School

• Product

• Price

• Place

• Promotion

• Performance

New School

• People

• Personal

• Passion

• Positioning

Source: Stephanie Sammons, Wired Advisor

3 Marketing Advisor Types

1. Event driven: Reacts to events

2. Cycle driven: Works marketing activity and then

searches for the next one

3. Process driven: Systematic marketing with

processes in place

− Stephanie Bogan, Quantuvis Consulting

Boot Camp Goals

1. Conduct a Situational Analysis to help

you decide on 2012 strategies

2. Write a 1-page marketing plan that

systematizes your 2012 marketing

3. Create 6 marketing messages that build

relationships and generate interest in

your business

4. Produce convincing marketing materials

that enhance your credibility and

expertise with clients, prospects & COIs

What Kind of Marketing Shape Are You In?

Situational Analysis, Part 1

Get Your Client List Ready for 2012

Advisor Marketing Boot Camp

• Assessing your value• Finding clients’ hot

buttons• Building your

messaging• Templates for

positioning statements, elevator speeches, sound bites & more

• 3 marketing strategies every advisor needs

• Setting 2012 objectives• Create an Ideal Client

Profile• Writing the FastStart

marketing plan• Choosing your 2012

marketing activities

� Marketing Metrics

� List Metrics

� Marketing Activities

� Hell Yes! Hell No!

Decision Tree

� SWOT Analysis

� Needle Movers

� Hot Buttons

� List Counts for 2012

� Turn it in to Wendi

• What your kit needs to accomplish

• Analysis of a bad kit• 8 components of a

dazzling kit• Writing a killer bio• Social media

Jan. 26 Feb. 2 Feb. 9 Feb. 16

TURN IT IN!!

Email: [email protected]

Advisor/Client Schedule

Next week

Advisor/Client Schedule

Quarterly Financial Postcard

Have a Question?

Send questions, comments, & feedback to:

[email protected]

the 'pump it up, no excuses' marketing boot...

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