Four-Corner Marketing
38
For Advisor Use Only
March/April
2014
Giving them a solid foundation here will help you dive
into more complex topics as their needs evolve.
Finding an effective way to market an educational event
to a younger audience can be a little tricky, though. In
addition to leveraging your website, social media, and
even video, you might consider having your junior advisor
join clubs or professional organizations to network with
younger investors and help spread the word. “Meetups”
may be another option; these are local online meetings
designed around common interests. But first you need to
identify where your pool of prospective clients might
come from and then move forward from there.
Speaking of events . . . You may find success by combining
your educational topic with a “fun” element geared toward
the younger set. Craft beer tastings, video game-themed
events, extreme sports outings or viewings, live music, and
pop culture/trivia nights are all things that might pique
the interest of a millennial.
For more ideas, check out our 164 Marketing Ideas on
COMMunity Link at My Practice > Marketing > Marketing
to Clients.
Freshen up your brand.
The brick and mortar of your brand
matters as well, so give thought to an office makeover or
simply make sure your junior advisor’s space speaks to a
younger audience. If you look more like a (stuffy) bank or
law firm, explore modern furnishings and design. Open
space, sleek accents, and a general “techy” feel could give your
office an edge with the younger demographic. A circular
conference table and space for collaboration and sharing
versus the traditional rectangular board room table could also
aid in sending the right message. And don’t forget flat
screens, as well as tablets or other hands-on technology—it
could really bolster your tech-friendly reputation.
Service Is Still King
No amount of marketing and freshening up of your
practice can substitute for great service. Millennials are
likely to be rather demanding of their professionals. They
will come to you with a well of information at their
fingertips and with the same pressures of a demanding
life and too little time that we all face. Whether you
bring on a junior advisor to attract these clients or do it
yourself, you need to be prepared to deliver service that
creates raving fans. If you don’t, you will not only lose
the individual clients, but you may also risk some bad
“press” via the social network.
Commonwealth’s advisors are no strangers to indispensable
service, having been on the delivering and receiving ends,
so you’re ideally positioned to knock this opportunity out
of the park. Whether or not you want to step up to the
plate is up to you.
Nicole Lamoureux-Miller is the director of advisor marketing
and marketing project management. She is available at
x9153 or at
.
Social media must be a key component
of any marketing plan to reach younger
investors. Period.
