2016 ELITE ADVISOR Lead Generation R O A D M A P 12 months of marketing activities
2016 ELITE ADVISOR Lead Generation Roadmap This lead generation roadmap provides a year-long schedule of activities that are used by some of the top advisors in the country. Use this guide to develop a tactical approach to lead generation. It includes methods for building market awareness, marketing strategies for generating leads and referrals and hints for efficiently managing your business. Follow the plan and adjust to fit your business and 2016 could be your best year ever. Before you chart your course, know where you re going. Time and again, research has proven those who set goals and develop a plan to achieve them are always going to be better off than those who do not. As an insurance or financial professional, you are frequently faced with challenging economic environments, evolving technology and regulation changes, just to name a few. That s why it has never been more important to make it easy on yourself by designing a clear marketing plan to feed your business and achieve everything you want from your practice. It does require an investment of time and resources. Every producer s plan will vary depending on their practice, geography, specialty and niche markets. Lastly, having a partner to hold you accountable to your goal attainment is invaluable. Use your CreativeOne team as your accountability partner. Let us help you access the systems and tools that some of the best producers in the industry use to be successful. producers follow a four-step process to manage their time and resources: 1. Set a sales goal and then work backward to create a plan. 2. Determine how many appointments you need to achieve your goal, based on your average sales amounts. 3. Determine how many leads you need to generate to set that many appointments, using your average conversion rate. 4. Determine the activities and investment required to generate those leads. The journey becomes much easier when you have a destination in mind and have checkpoints along the way to keep you on track.
Lead Generation 2016 ELITE ADVISOR LEAD GENERATION ROADMAP 2016 ELITE ADVISOR LEAD GENERATION ROADMAP Professional Alliances Market Awareness Referrals Practice Management Frequency Communications Your $ Sales Goal Marketing/ Prospect Generation Q1 Q2 Q3 Q4 Marketing Awareness/ Brand Building Hole in One Sponsorship Chamber Sponsorship Impressions 208,800 208,872 209,100 208,800 208,800 208,800 Lead Generation Seminar x2 Expo Event Seminar x2 Seminar x2 Seminar x2 Seminar x2 Impressions 10,000 2,000 10,000 10,000 10,000 10,000 Referrals Valentine s Party Client Birthday Party Client App Event Client Birthday Party 4th of July Picnic Holiday Party Poinsettia Gifts Impressions 50 50 24 50 100 150 100 Professional Alliances Impressions 300 300 300 300 Practice Management CRM Cross- Sell Email A-Client Quarterly Account Calls A-Client Quarterly Account Calls A-Client Quarterly Account Calls Year-End Review A-Clients Impressions 100 80 80 80 80 Frequency Communication erelationship erelationship erelationship erelationship erelationship erelationship erelationship erelationship erelationship erelationship erelationship erelationship Impressions 400 400 400 400 400 400 400 400 400 400 400 400 Impressions 400 400 400 400 400 400 400 400 400 400 400 400 Total Impressions 219,700 2,850 220,052 850 219,924 1,230 219,700 800 219,980 800 209,750 1,280 Ask your CreativeOne team to share our Advanced Marketing Calculator to see ROI and profitability calculations for your business.
2016 ELITE ADVISOR LEAD GENERATION ROADMAP Goal: Stand Out in a Competitive Environment Solution: Build Your Brand At some point in the elite advisor s journey, they invariably realize they need a strong brand to help them achieve their goals. Branding yourself and your business is one of the most important things you can do to stand apart from your competition. A professionally designed logo and brand image helps your prospects and clients instantly recognize your business. Establish creditability, create awareness and display professionalism with your logo and your identity. How CreativeOne can help: There are two options to help elite advisors create their brand identity. First, elite advisors can access our award-winning, expert marketing team to craft a winning brand identity. Second, our CreativeLogo service gives you the opportunity to enlist a team of professional designers to develop your custom brand image, including logo and marketing materials. Goal: Make It Easy for Prospects to Find You Solution: Develop or Enhance Your Online Presence Goal: Top-of-Mind Awareness Solution: Create an Email Marketing Campaign Email marketing can be one of the most effective and cost-efficient marketing strategies. It allows you to stay top-of-mind and increase your interaction with current and potential clients. It s a great tool to drive prospect traffic to your website for lead capture. How CreativeOne can help: Our erelationship service is a fully automated set it and forget it email communication tool to help you stay in contact with your prospects and clients. Once you ve scheduled prospect and client messages, erelationship automatically connects you. The email connection tool includes items such as birthday, anniversary and holiday cards. Additionally, you can help bring attention to important insurance and financial matters through estoryboards. Have a client appreciation event coming up and want send out an invite? erelationship offers invitations for open houses, seminars and events right from your computer. When people have an interest in a particular service, the first place many look is on the Internet. When prospects do a search for Financial Services, or Retirement Planning in your area, will they find a website for your business? If not, it s time to create or enhance your online presence. How CreativeOne can help: We offer a FREE Agent Website Creator exclusively through our Dynamic Marketing Portal (DMP), where you will be able to create, maintain and host your website at no cost to you.* * Production requirements may apply
2016 ELITE ADVISOR LEAD GENERATION ROADMAP Goal: Organize Your Customer Database to Maximize Your Time Solution: Use a CRM Program As your client base and prospect pool increases, it s critical to keep your contacts organized. Since you re constantly gathering information about clients, prospects and policies, you need to be able to access information at any time. If you haven t already, it may be time to invest in a Customer Relationship Management (CRM) system. The right system can quickly transform your business operations. How CreativeOne can help: We offer access to several industry-specific, web-based CRM platforms designed to help financial services and insurance professionals deliver excellent client service, create trusting relationships and generate revenue. A CRM can help you: Control your practice with online access to all your data. Develop and deliver a segmented service model. Deliver high-touch service on a consistent basis with limited effort and cost. Mine data to facilitate cross-selling. Goal: Show Prospects the Gap Solution: Provide a Comprehensive Retirement Income Report As the saying goes, Numbers don t lie. Telling a prospect they need more income in retirement is one thing; showing them can be much more effective, especially if you can illustrate where their existing strategy falls short. Position yourself as a valuable resource by showing prospects a potential problem, and your services as the potential solution. How CreativeOne can help: With our Income Maximizer (IMAX) retirement income planning software, you can provide clients with a detailed, customized projection of their retirement income situation. Show your clients and prospects when they can retire safely, using a dramatic red line to show when they might expect to run out of money if they continue with no changes in their existing plan. This comprehensive software helps clients understand the income planning process through easy-to-understand charts and graphs. Then you can offer alternative solutions based on the results. The best part is that it is free to our contracted agents and advisors.* Goal: Drive Prospects to Your Website Solution: Market Your Services through Blogging, Emails and Having a website and waiting for visitors to just show up is like throwing a party but neglecting to invite people. Blogs, emails and a robust social media presence can attract new leads by: Building personal client relationships. Creating thought leadership by frequently sharing useful and relevant information with clients and prospects. Developing credibility, increasing web traffic and building brand awareness. Enhancing your reputation by positioning yourself as a knowledgeable resource. Helping you network with attorneys, CPAs and other professionals who can drive prospects to you. How CreativeOne can help: You can turn your static, lonely website into a marketing machine visited by thousands of potential leads with CreativeOne s service. With this exclusive service, you can use professionally generated content to reach prospects through blogs, social media, emails and even video. * Production requirements may apply
2016 ELITE ADVISOR LEAD GENERATION ROADMAP Goal: Tap into People s Need for Social Security Information Solution: Host a Social Security Seminar Social Security affects everybody and it s a critical component of retirement income planning. People approaching retirement have many questions on their benefits options and need answers. You provide a valuable service to your preretiree community by hosting a free seminar on Social Security. You can explain different options and offer one-on-one assistance to help attendees with their retirement income needs. How CreativeOne can help: Our Social Security Suite is your comprehensive turnkey Social Security resource. The suite provides you with tools to assist your clients in determining the best Social Security claiming strategy based on their individual circumstances. The program includes a 6,000-piece mailing, seminar with script and Social Security Timing software, all for a discounted price. Goal: Set Appointments with High-Net-Worth Prospects Solution: Make it Worth Their While Serving the high-net-worth market can be a worthwhile objective, but doing so takes a strategic approach. Wealthier clients are more discerning, and their business is in much greater demand among your competitors. The marketing tactics you use to generate leads will vary greatly from those used with the typical demographic. How CreativeOne can help: First Class Leads is a direct marketing program that provides you with a reliable way to generate quality appointments with higher-net-worth individuals. Generate one-on-one appointments and target high-net-worth individuals with $250,000+ in income-producing assets. The program features a 5,000- or 10,000-piece mailer with a free reservation service and a 24/7 call center. Goal: Earn More Referrals Solution: Host Client-Appreciation Events Hosting well-thought-out and well-planned events can be a great way to gather individuals interested in your services and to network with like minds in a comfortable, enjoyable environment. From wine tastings and cooking classes to motorcycle rides and golf lessons, these events provide an opportunity to cultivate strong relationships, provide positive experiences for valued clients, and secure referrals and repeat business along the way. How CreativeOne can help: From event ideas to help with details, CreativeOne has several resources to help you plan and execute your next client-appreciation event, which can also gain you referrals. Check out our Endless Events program! Take action now to make 2016 your best year ever by using these and other marketing tools and systems from CreativeOne. P 800.992.2642 www.creativeone.com FOR FINANCIAL PROFESSIONAL USE ONLY. NOT FOR USE WITH THE GENERAL PUBLIC. Some programs are exclusive offers through CreativeOne s Dynamic Marketing Portal to third-party vendors and are only available to agents who are contracted with CreativeOne.CreativeOne is not responsible for the results of the programs or any liability stemming from the use of them. Producer is responsible for compliance with insurance advertising, marketing and lead generation regulations, which vary from state to state. As in the case with any marketing program, securities licensed producers are responsible for obtaining approval from their broker dealer or RIA before implementing the program(s). Broker-Dealer and Registered Investment Advisory services provided by Client One Securities LLC. Member FINRA/SIPC. Client One Securities LLC is a wholly owned subsidiary of CreativeOne. 2016 Creative One Marketing Corporation. MD-0107-2016/2/8