13 Tips to Improve ROI at Advisor Conferences
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Transcript of 13 Tips to Improve ROI at Advisor Conferences
1. Set goals.
Know what you want to achieve, is it how many
• 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.
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 easy recognition.
• Host a breakfast for a select audience.
8. Showcase recent press.
Toot your own horn and have reprints available.
Third party endorsements are priceless.
Someone should be present ALL the time.
9. Require booth attendance.
Take turns “walking” the show and networking.
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
customer service.
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.
Overall strategyProject management
Interview opportunitiesPre-/post show communications
Booth design Collateral
Event planning
Let’s talk. Click here.
I’d like more bang for my conference buck!