new frontier of 401(k) marketing
TRANSCRIPT
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NEW FRONTIER MARKETINGFor Today’s Informed Consumers
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How many marketing materials does the average person experience per day?
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5,000Source: CBS News. Cutting Through Advertising Clutter.
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OVERVIEW 1. Your two store-fronts.2. Earning your seat at the table. 3. Building your brand.
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How many seconds does a website have to delight or dismiss?
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Time. What You Think You Know About the Web Is Wrong. March 2014.
15 SECONDS
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Websites
1997 20152006
Tutorialzine. How Your Favorite Websites Changed Over the Years. Apple.com. March 2015.
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Websites
1997 2015
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Websites
1997 Your Referral
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2015
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EPISODE II
HOW ARE YOU EARNING YOUR SEAT AT THE TABLE?Professional Marketing Materials
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How are you presenting your business?
• Note pad and a smile • PDF’ed a services
document • Broker/dealer’s
information • Folder with: • News article
• Sample fi360 report• Business cards
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Marketing Collateral How many people are involved in the buying decision of a 401k plan?
2 – 3 people
5 – 7 people
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5-7 PEOPLE
PresidentOwnerCFO
CEO Human Resources Controller
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Professional Collateral • Insert Dave’s material
Company Brochure
Service CalendarPlan Sponsor Pitchdeck
Tradeshow DisplayOverviews
•Company Brochure•Plan Sponsor Pitchdeck•Factfinder•Tradeshow Display
•Education Calendar•Team Biographies•Value Proposition Brochure•Plan Sponsor Overview Flyer
Professional Branding Package
Biography
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Retirement Plan industry
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Retirement Plan Advisor Industry
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Huge opportunity • 9 out of 10
plans serviced you non-experts • Confusion of
plan sponsors• New DOL
Regulations
5500 Prospecting Ideas • Plans without a QDIA
• Newly proposed definition of fiduciary and responsibility to employees
• Same investments for Years• Tibble vs. Edison “continual
responsibility”
• High account balances • Need for fiduciary advisor
and 3(16) administrator
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EPISODE III
EVERYWHERE• On-going marketing campaigns
• How can you be everywhere?
• Consistency builds trust
HOW ARE YOU BUILDING YOUR BRAND?
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Direct Global
Becoming the ‘Go-To’ Retirement Plan office
Relationships Social Prospect
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Relationships
Lead Lists
Full Auditorium
HeatMaps COI Networking
Intelligent Data
• Attorneys
• Payroll Providers
• 401k Advisors
• Accountants
• People with 500+
LinkedIn Connections
• Connectors of
People
Centers of Influence
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Social Media
LinkedIn + Twitter
“Google-able” Interesting + Relevant
Thought-leadership Blog Articles Infographics
Social
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Omni-present
Direct Mailers
Deliver Value In-front of Prospects
Value-add Webinars Email Invitations
Direct
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Increase SEO
Press Releases
Industry Expert Known Authority
Public Speaking Media Pitches
Global
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Direct Global
Becoming the ‘Go-To’ Retirement Plan office
Relationships Social Prospect
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Chicken, Egg, or the omelet?Website Marketing Collateral
On-going Awareness Campaigns
Everything, right now?
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Marketing Strategy
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May the force be with you! 1. Your two store-fronts.2. Earning your seat at the table. 3. Building your brand.
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Thank you! Questions, Comments, and Feedback
We market retirement plan advisors and TPAs.614 5th Ave. I San Diego, CA 92101 I (860) 933 – 0859 I www.401k-marketing.com I [email protected]