Your Host: Wendi Webb, Director, Advisor/Client Marketing Programs

Doug Pierce, Producer

May 2015

• Tactical Ideas• Marketing Campaigns• Action Plans• Strategy Boot Camps

50+ Campaigns

Advisor/Client Marketing: Campaigns

• Article Reprints• Expert‐written• Finra reviewed• Free PDFs

90+ Article Reprints

Communication Touches

• Monthly+ webinars• A/C Newsletter• Email Coaching• Coaching Calls• Marketing Calendars• A/C Website• Horsesmouth database

Additional Resources

Advisor/Client Marketing: Resources

Advisor/Client Marketing Calendar

Cause ObservancesGay & Lesbian Pride MonthProfessional Wellness MonthSafety MonthStudent Safety Month

Jun 7. Cancer Survivors DayJun 7‐13. Black Single Parents WeekJun 14. World Blood Donor DayJun 15‐21. Men’s Health WeekJun 23. Public Service DayJun 30. NOW Day

Financial Dates &  DeadlinesJun 15. 2Q 2015 estimated taxes due Jun 15. Last day for U.S.  citizens livingabroad to file returns

Jun 30. Federal deadline closes for filing FAFSA

Special ObservancesCamping MonthIced Tea MonthGreat Outdoors MonthSoul Food MonthSteakhouse MonthWomen’s Golf Month

Jun 2. Bubba DayJun 5. Doughnut DayJun 6. D‐Day, WWIIJun 6. Belmont Stakes Jun 12. National Peanut Butter Cookie DayJun 14. Flag DayJun 14. Family History DayJun 15‐21. U.S. Open Golf Championship Jun 26. Take Your Dog to Work DayJun 29‐Jul 12. Wimbledon TennisJun 21. Baby Boomers Recognition Day

Business & IndustryEntrepreneurs “Do It Yourself”  MonthDairy Month

Jun 3. Tailor's DayJun 12‐19. Nursing Assistants WeekJun 14. Army Birthday

Commonly Observed HolidaysJun 18‐Jul 17. RamadanJun 19. JuneteenthJun 21. Father’s Day

June ObservancesCommunication theme: Asset Protection

Special ObservancesFamily Reunion MonthFamily Golf MonthGrilling MonthIce Cream Month

Jul 1. US Postage Stamp DayJul 4. National BBQ DayJul 4‐26. Tour de FranceJul 6. Take Your Webmaster to Lunch DayJul 9‐12. Comic ConJul 10. Collector Car Appreciation DayJul  11‐12. Wimbledon FinalsJuly 14. Bastille Day Jul 19. Ice Cream DayJul 20. Lollipop DayJul 23. Hot Dog DayJul 23. Gorgeous Grandma DayJul 24. Tequila Day!!!!!!!Jul 26. Parents DayJul 30. Father‐in‐Law Day

Cause ObservancesBlack Family MonthMake a Difference to Children MonthPark and Recreation MonthSandwich Generation MonthWheelchair Beautification Month

Jul 11. World Population DayJul 18. Nelson Mandela Day

Financial Dates & DeadlinesJul 31. Form 5500 due

Commonly Observed HolidaysJul 1. Canada Day (CA)Jul 3. Markets close at 1 p.m. ETJul 4. Independence Day 

Business & IndustryIndependent Retailers Month

Jul 31. System Administrator Appreciation Day

July ObservancesCommunication theme: Cash Flow Management

A $240M Niche

Source: WSJ, April 2013

Niche Angst

TSA AgentsHod Carriers

Meter ReadersCarnival Operators

LumberjacksDishwashers

Nerds

Definition of a Rich Niche

A specific pool of wealthy, targetable prospects who:

• Share similar, unique challenges• Represent a business opportunity• Complement your specific strengths and 

interests• Respond predictably to your marketing 

and financial solutions• Synonyms: Target market, specialty, 

natural target market, natural market, affinity market, "my people"

8 Attributes of a Rich Niche

Narrowly defined Shared culture

Active communicators Affordably accessible

Opportunity rich Shared affinity

Prospect rich Uniquely yours

Finding Your Niche

Mine Your Book

“First, I thought it was a waste of time looking at my book of business because I was sure I would know if I had a built-in niche. I was so wrong. I am embarrassed

to say over 80% of my clients are government employees (federal and state mostly) which is the

market I wanted to target. I was in shock.” – Tammy P.

Profile Your Clients

• Name• Net worth• Investable Assets• % AUM• Source of Wealth• Age• Lifestage• Occupation

• Industry• Hobby/Interest• Source of Account• Services• Products• Type of Investor• Initial Problem• Other Advisors

Worksheet available on Rich Niche Resource Page

Slicing & Dicing

Niche Nuggets

Look at All the Angles

Find a Champion

Technical Specialties

• Retirement plans• Stock picking• Employee stock options• Alternative investments• Tactical allocation• Charting services• Asset protection• Investment strategy

• Indexing• Succession planning• Retirement income 

planning• Cash management• Structured products• Social Security • Mutual funds

Investment Approach

• Risk management strategies• Fixed income specialties• Dynamic asset allocation• China• Emerging markets• Tax strategies• Alternative investments• Downside protection

Product Specialties

• Muni bonds• Closed end funds• Non‐traded REITs• Annuities• One‐Person Defined 

Benefit Plans• LTC• Managed futures

• Reverse mortgages• Stocks• Disability insurance• Hedge funds• Managed money• ETFs• Private equityProduct/

Service Analysis

Interest in Products by Net Worth

Hannah Shaw Grove, Private Wealth

Service Specialties

• Financial plans• Divorce financial analysis• Family office• Income management• Concierge services• Health care planning• Venture capital• Succession planning• Middle class investors

Get your cash flow analysis

here!!

Product/Service Analysis

• Current activities• Organizations you belong to• Background• Family

Map Your Social Connections

Map Your Social

Connections Worksheet

Identify Your Values & Your Value

• Who are you?• What do you offer people?• Why do you do what you do?• How do you do what you do?• Who do you do it for?• What makes you different?• Why should people do business 

with you?

Value Finder

Look in Your Backyard

• Neighborhoods• Communities• Small businesses• Employers• Industries• Non profits• Charities

Examples

• Neighborhood: Clearwater’s Financial Advisor, Sweet Dreams retirement community

• Communities: Southern WI dairy farmers, gays, artists, tech • Small businesses: Chicago plumbers, Napa Valley wineries• Employers: Verizon, Boeing, UPS• Industries/Professions: Doctors, horse breeders, government 

employees• Occupations: Airline pilots, aerospace engineers, bio‐tech 

research scientists, real estate developers 

Look for a Big Idea

• Economic issues & trends• Demographic trends• Technology trends• Political & legal trends• Social & cultural trends• Identify wealth creators

Niche Assessment

Read the News With Purpose

• Be a local news hound (Topix.com, usnpl.com)• Read area blogs (Google)• Review Yahoo/Google/Bing Local • Search LinkedIn for local groups• Check out Yelp for reviews of area businesses• Visit Craigslist for your area• Read local business journals 

(bibliomaven.com/businessjournals.html)• Get on the newsletter list of local agencies, Chamber, city govt, etc.

Adopt a Cause 

• Environment• Energy• Infrastructure• Health• Micro‐investing• Local investing• Sustainable investing• Education• Religious

Zero In On Your Niche

Client list

Interests/Strengths

Big Idea

ChampionInvestment Approach

Products

Values

Your Niche

Niche Examples

State & Federal Lawyers

Engineers at 3 local solar mfg firms

Bio‐tech scientists at 

local research park

Kentucky Horse 

breeders

Nuggets – Not Niches

People who are 50‐55, 59.5‐62, 66, and 70.5 

retirees pre and post…Educate and explain solutions to 

their concerns

Retirement – Not being able to reach their retirement goals and objectives because of this vast decline in market values

Administer to the uncertainties and apprehensions of clients and the 

investors in general

People worried that they won't have $ to spend. Partners are very busy and don't have time to watch their money

Intriguing Niche Ideas for 2015+ 

Retirement Income Management

Social Security & Medicare

Tax Planning

Succession Planning

Impact Investing

Health Care Planning

Local Investing

Conduct Information Interviews

The most important step in building a niche is to

conduct information interviews.

Benefits of Information Interviews

• Validate your idea• Get introduced to niche• Develop relationships with 

powerful niche leaders • Get the inside scoop• Raise your visibility• Bring you new business

Who to Interview

• Chamber of Commerce executives/staff• Development authority heads• Association staff & officers• Contributors to association publications• Bankers• Local politicians• Business owners• Suppliers• Journalists

COIs Worksheet

COIs are Niche Dependent• Company specific: HR managers, executive recruiters, union leaders, local association officials, 

president of retirement association

• Real estate:Mortgage brokers, agents, developers, builders, architects, decorators, landscapers, property managers, escrow companies, appraisers, bankers 

• Retirees: Retirement coaches, senior center directors, health care professionals, country club staff, golf pros, tennis pros, travel agents, art gallery owners 

• Corporate executives: Executive recruiters, HR directors, household management companies, caterers, nanny placement bureaus, private security, personal shoppers, personal trainers, tailors, stylists

• Attorneys: Spouses, luxury car dealers, jewelers, jury consultants, marketing agencies (focus groups), event planners, concierge services, document service firms, private investigators

• Physicians: Physical therapists, nutritionists, pharmaceutical reps, technology consultants, hospital administrators, department chiefs, industry consultants

• Small business owners: Business brokers, commercial real estate agents, suppliers & vendors, valuation experts, insurance agents

Interview Hierarchy

Friends & familyD, C, B clientsAssociation staff & membersNiche experts/AcademicsNon‐competing vendorsClient COIsA clientsNiche leaders Well‐connected niche prospects

Inte

rvie

w O

rder

Interview Questions

• Major niche trends?• Significant niche challenges?• Niche social networks? • Niche advisors?• Niche competition?• "Who else would you

recommend that I talk to?”

36 Niche Interview Questions

Requesting the Interview

• Take a consultative approach• Be brief, direct, and 

conversational• Be honest about what you’re 

trying to do

Interview Request Scripts

Interview Results

Niche Interview

Form

Assignment

1. Complete Value Finder

2. Conduct one Information Interview

1. Pick a client/prospect meeting in the next week2. Ask the client/prospect questions about their niche

a. How's business going?/How is your family doing?b. What are your 3 biggest concerns? c. What do you need to happen to improve business? Your situation?d. I've been thinking about specializing in…, what do you think?e. Who else do you think I should talk to?

3. Mine Your Book or Map Your Connections

Profile Your 20 Best Clients

Map Your Social Connections

OR

Downloading the Worksheets

More Niche Worksheets

1. Product/Service Line Analysis2. Financial Needs Analysis3. Revenue Analysis4. Niche Assessment5. Potential COI Worksheet6. 36 Niche Interview Questions7. Niche Interview Form8. Niche Interview Request Scripts

Niche Master Interviews

Fortune 500 Companies

Aerospace Engineers

Suffolk County Retirees

Country Clubs

Doctors

Coaching Call

What?! No, I don't think 

Hooter waitresses are a viable niche…

You MUST complete at least ONE

assignment for the call!

June 4th

• Develop Your Niche Expertise

• SWOT your niche

• Develop a marketing plan for your niche

Identify pain points/hot buttons

Determine solutions

Choose your expertise

Set goals

Establish needle movers

Write a positioning statement

Choose your marketing channels

Build your niche list

Questions?

Email richniche@horsesmouth.com