hollister presentationversionfinal
TRANSCRIPT
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Presented By:
Carleton Hollister
Establish a Strong Niche Market Presence in Four Easy Steps
Comfort Level
Everyone has a MARKET
segment that they are
comfortable interacting with
and speaking the language of.
Attorney’s and CPA’s
Doctors
High Net Worth
Blue Collar
Workers
Comfort Level
Everyone has a AGE
segment that they are
comfortable interacting with
as well.
Young Families
Pre-Retirees
Seniors
Mature Families
Comfort market
Existing skill set
Enthusiastic presentation
Repeat Story
Early in Your Career
Knowledge market
Improved skill set
Rehearsed presentation
Repeat Opportunity
Experienced Career
Targeted market
Developed skill set
Educated presentation
Drive Opportunity
to You
Experienced Professional
Look at Existing Client List
You enjoy working with them They trust you and enjoy working with you Glad to refer you based on relationship Similar clients equals high confidence Allows you to provide similar solutions
Marketing The process of building name recognition through a variety of means, including personal contact, email, seminars, mailing and advertising. Drive clients and referrals to you without contacting them directly.
Niche Marketing Materials
Niche Market
Existing Marketing
System
What is a Niche Market?
A group of prospects that
have similar needs and
solutions, as well as a common
goal or issue they are dealing with.
Niche Market
Identifiable
Common issues
Specific needs
Similar solutions
Examples: General Market • Pre-retirees
A person who is 55-65 years old with a household income of at least $75,000
• Retirees A person who is 60-80 years old with
investable assets of at least $100,000 • Newly married
Professional couples with at least $100,00 in their household income
• Public school teacher Teachers that are 1-5 years away from
retiring, within a 30 mile radius
Examples: Niche Market
Market vs Product Oriented
Generally more successful when approaching a target market with a great number of product solutions.
RETIREMENT LIFE INSURANCE
LTC
Step 1: Establish a Niche Market
Affinity to a certain group?
Contractors
Small business owners
Specific industry
Local companies or corporations
A group in your region with similar issues? Business Association
Public school
teachers
State employees Women’s
organizations
Step 1: Establish a Niche Market
Natural affinity to a certain group?
Contractors
Small business owners
Specific industry
Local companies or national corporations
Is a pending event causing concern?
Change in pension rules Changing Government
regulations Buy-out opportunity
from employer Retirement / S. Security In-service withdrawals
A group in your region with similar issues? Business Association
Public school
teachers
State employees Women’s
organizations
Time to Think Give yourself permission to
work: “On your practice”,
not just “In your practice”.
Schedule one hour a week to begin thinking and formulating your plan.
You will be amazed at the results
Step 1: Establish a Niche Market
Once You Determine The Market You Want to Pursue
Interview existing clients or people you know in that market.
Research the Market, Read Newsletters and
Blogs
Build Your Prospect List
Organizations
The Builders Association Businesses
Prospects
Chambers of Commerce
Step 2: Develop Marketing Materials
Biggest Retirement Mistakes For Teachers and State Employees
Market Specific Brochure Targeted Information
Prepared concise message
Checklist / Call to Action
Brief Biography
Market Specific Booklet Written by You
Addresses Key Issues
Causes Questions
Creates Need for Help
Biggest Retirement Mistakes For Teachers and State Employees
Coupon for Free Meeting
Encourages People to Meet
No Cost or Obligation
Alleviates Fear
Establishes Value
Information Packet Labeled or Imprinted
folder
Builds Credibility
Contains Brochure and Booklet
Brief Biography
Note Paper, Pencil etc.
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Emails Written and Approved
Letters Written and Approved
Note Pads with Logo
Imprinted Pencils or Pens
Step 3: Develop Marketing Calendar
Dates Functions Responsibilities
Marketing Calendar DEFINE EACH STEP Method of reaching the prospect – personal, email or mail
Prepared message – short concise email, letter or targeted brochure
Schedule of seminars and informational sessions
Deadlines by when specific tasks need to be completed
Who is responsible to complete each task (not always YOU)
Identify Specific Groups
Purchase Leads? Harvest Emails Gather Directories Visit Websites Personal Resources
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Timing is Everything
Allow enough time for Development
Allow time for Printing
Strategic Schedule for Seminars and and Informational sessions
Determine best dates for communication
Identify method of contact
Introduction letter Informational brochure Informational email Seminars or Information Sessions Personal phone call or contact In-Person meeting Appointment
Scheduled
Step 4: Develop A Campaign
Identify specific groups
Identify contact method
Coordinate Materials & Dates
Implement Marketing Program
Step 4: Develop A Campaign
Refine Your Message:
People will tell others that they came to your seminar or visited
with you, GOOD or BAD
Make sure that your message is clear so it speaks to the
issues at hand.
Talk about what is Important to Them!
Proper Staffing
Must be willing to invest in good staff people.
Not possible to handle all these tasks yourself and still service your clients.
Campaign Sample: Retirement Roadshow
PRIMARY ISSUE: The State of Ohio
changed the Retirement Rules from
30 to 35 Years
NICHE MARKET: Public School Teachers
within 5 Years of Retirement
PENDING EVENT August 1, 2015
Campaign Sample: Retirement Roadshow
Public school employees
Central location
Convenient dates
Convenient Times
Determine Schedule
School Districts within 30 Mile Radius
Public school employees
Emails and Addresses
Seminars at centrally located venues that were easy for attendees to get to. Country Clubs Hotels School District Administration Building Classrooms on Campus at University
Central locations
We scheduled every Monday and Thursday evening for January and February.
In the U.S., Jan. 19th is Martin Luther King Day and all school and state employees have the day off.
Convenient dates
Single presentations started at 6 PM to insure couples could attend.
At the colleges, we did 4 PM and 6 PM sessions, and many employees came straight from work.
Martin Luther King Holiday – 1 PM, 3 PM and 5 PM – making it easy for people to plan their day.
Convenient Times
Campaign Development EMAIL CONTACT We utilized an email contact service.
Email is compliance approved ahead of time
Sent out at strategic times and dates, so the prospect is more likely to read them.
Campaign Development DIRECT MAIL The seminar brochure is addressed and mailed
directly to each prospect at their school location. Divided and sent in batches so all brochures did not
reach the school in large piles. Hopefully no more than 20 per day.
Campaign Development REGISTRATION: Survey Response Service Registration Establishes Credibility and Urgency Link is included in the email Register without a phone call.
Registrants provide contact info.
Allows us to plan for numbers
Campaign Development
CONFIRMATIONS: Registrants received a confirmation email
and post card. Confirms the location, date and time of the presentation. Retirement Roadshow logo
At Sessions: Attendees Receive
A high quality Roadshow information folder Containing:
My biography, budget sheet Biggest Mistakes booklet Sample pension print-out Note paper, scratch pad, business card and pencil Discovery Session Coupon Evaluation form for comments and to request appointment
After Sessions: Attendees Received: Thank you e-mail with attached handouts. Thank you letter for attending, encouraging them to
schedule their Free 90 Minute Discovery Session. Registrants Received: Registrants who did not attend received a packet in
the mail with the booklet, coupon and my contact information.
Appointments Schedule an appointment at the seminar Received confirmation card right there Reminder call two days before the appointment.
Contacted later, when they requested
Ongoing Contact With the information received during the registration
process, including phone and email.
Make follow-up contacts over the next several months.
Many schedule to meet during the summer.
Mail or email newsletters 5 times per year
Occasionally provide updates on their specific market issue.
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Presented By:
RESULTS 2015 Roadshow: January and February
22 Sessions over 14 Dates in 8 Weeks
750 People Registered
600 Attendees
Appointments – Dozens and still counting Over a 3 Year period I have spoken to 2000 people.
Differentiate Yourself No longer good enough to be an experienced financial planner!
By Targeting a Specific Market
Truly set yourself apart from the rest. Specialize in these specific clients! Specific knowledge of your market! Maintain high confidence! Continual and consistent message! Establish excellent referrals!
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Presented By:
YOU HAVE THE TOOLS Today you were given the tools and steps to
develop your own niche market.
Do One Thing when you get home. The sooner you use these tools, the sooner you will build your practice towards your ideal clientele.
Be considered the “Go To” person! The expert!
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Presented By:
CONCLUSION Step 1: Establish a niche market
Step 2: Develop marketing materials
Step 3: Create a marketing calendar
Step 4: Implement a campaign Result: Ideal client’s “Go To” person
AUGUST 5-7, 2015 THE VENETIAN | LAS VEGAS
Presented By:
Carleton Hollister Establish a Strong Niche Market Presence
in Four Easy Steps
Thank You!