IN AN PRIVATE CLIENT MARKET SPACEOVERCROWDED

Commit to disciplined marketing

Operationalize marketing

Refine your ID, positioning & messaging

Increase amount & quality of communications

Polish your online presence

1

2

3

4

5

JUST HARD WORK AND DISCIPLINED EFFORT

Marketing creates conditions to persuade – a client or prospect to invest with you

Apply same discipline as with your investment strategy

Market from a strategic level

Execute at a tactical level – flawlessly

Commit to disciplined marketing1

JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecember

Operationalize marketing2

Calendarize your Marketing Plan

Coordinate with reporting

Quarterly themes, corresponding tactics

Integrate activities to get more bang for $

Operationalize marketing2

1 2 3

Database Collect Organize

CRM Service Segment Prioritize:

- Align servicing- Cross/upsell –

work it

Prospect: Sales pipe –

work it

It’s not the software, it’s how well you work it.

Refine your ID, positioning & messaging3

What do you offer?

What makes you different?

Do you stand out in the competitive landscape?

Why does it matter?

+5Ws 1H

Refine your ID, positioning & messaging3

In concrete terms:

USP – unique selling proposition

Features – What you offer

Attributes

Distinctive characteristics

Benefits – What investor receives

Promotes well-being

Betterment

Advantage

Define your USP – “special sauce”

Create your own lexicon to describe it

Create an experience around it

Show why it’s better than the rest

If you can put another company name on your company description, then it’s not yours

Vague, typical & cliché don’t stand out

Find something unique - USP

Improve quality of communications4

What Do You Want the Client/Prospects to:

THINK

Rationale

Numbers

FEEL DO

Emotional

Feeling, experience

The ask

Behaviour change

+ =

Polish your online presence5

It’s about being online, not being social

Affluents are online

Meet clients/prospects on their “consumer” journey

Increasingly online

AFFLUENTBRANDS

Polish your online presence5

Affluent engage with their brands – think: hotels, schools, clothes

Four Seasons Luxury Trend Report:

78%of affluent using social networks

50%using to connect

to a brand

65%of wealthy think

that brands without a social media presence are out of touch

Start with listening tools – see what’s going on

Audit your online properties & confirm to best practices

Evolve with your clients

5Ws

Start an online audit: web, SEO, social

Get all your people on LinkedIn with profiles

Establish a sales pipeline

Write a marketing plan & calendarize it

Do the positioning test

1

2

3

4

5

Solidify your base:Get to know the sons & daughters NOW

Target new clients:Everyone is online – you don’t know who is looking at you – maximize your presence, SEO

Acquisition?Start with the right questions:strengths & weaknesses? – then look for the party that strengthens you

H2 Central Marketing & Communications36 Toronto StreetSuite 800Toronto ON M5C 2C5H2Central.ca

Elizabeth HoyleCEO