How to Maximize the Impact of Your Client Events

Advisors have long relied on events to educate and connect with their clients, while often being introduced to prospective clients in the process. While these events can be a powerful business-building and relationship-deepening activity, they also require a great deal of effort. If advisors fail to take a strategic approach, they may mishandle the opportunity and ultimately become discouraged with inconsistent results.

In this article, we’ll explore four key ways to maximize the impact of your client events.

1. Begin with the end in mind

Memorable, impactful events do not happen by chance. They are the result of thoughtful planning and attention to detail from beginning to end. Consider the following elements:

• Vision: Define what a successful event would look like. Identify three or four success factors and desired client outcomes, both tangible and intangible.
• Significance: Clarify why the chosen topic is timely and relevant for your audience. This understanding will influence your invitations and messaging.
• Speaker selection: If you are not the primary speaker at your event, choose your guest speaker carefully. Your speaker should be a subject matter expert and able to engage your audience. Ensure that you balance your role as host with any speaking responsibilities you have to enhance the flow of your event.

Decide whether your event is best suited for a virtual or in-person format based on your goals. Technical, educational topics may work well virtually, while in-person gatherings are better for fostering engagement and community.

2. Be intentional with your guest list

Recipients of your event invitation should feel there would be a natural benefit to attending. The following factors will help ensure your guest list is curated with intention:

• Relevance: Invite clients whose situations align with the topic. For example, a retirement planning seminar may not resonate with clients in their 30s.
• Timing: Choose a time that suits your audience. Retirees may prefer morning or evening events, while working professionals might favour lunchtime or cocktail hour gatherings.
• Engagement: Use this opportunity to reconnect with prospects. Inviting them to bring friends or family can broaden your reach and be a powerful engine for growth.

3. Promote your event

The promotion of your event is crucial and goes beyond sending invitations. Here are some effective strategies to consider:

• Word of mouth: Encourage clients to share invitations with others who might benefit from the topic and set aside some seats for these additional guests. This is a great way to introduce yourself to your clients’ inner circle and encourage warm referrals.
• Visibility: Display a framed invitation in your office, add an events tab to your website and/or post on LinkedIn to attract interest. Diversifying your promotion approach to include digital and physical advertising will broaden your reach and ensure that more prospects can find you.
• Networking: Engage with strategic partners and invite them to share the event with their clients. Your goal should be to add value for as many people as possible, and networking is a great way to accomplish this.

Your event experience begins the moment guests receive their invitation. Ensure your team is prepared to create a welcoming atmosphere that sets the tone for a meaningful experience from start to finish.

4. Follow up after the event

Post-event follow-up is essential to maximize the impact of your event, deepen relationships and continually improve your team’s process. Consider these follow-up methods after your next event:

• Feedback: Collect guest feedback immediately or the next day to identify successes and areas for improvement.
• Team debrief: Hold a meeting to discuss what went well and what can be improved. Celebrate achievements and consider team suggestions for future events.
• Thank you notes: Send a personalized thank you email to attendees, reiterating any calls to action and sharing relevant follow-up resources. Mention your next event, if applicable, to keep them engaged.
• Prospect engagement: Create a process to introduce new prospects to your services, whether through email, handwritten notes, phone calls or invitations to discovery meetings.

Measure your results

For long-term success, advisors should track metrics related to their events, including:

• Number of new prospects generated
• Prospects attending multiple events
• Conversion of prospects to clients and corresponding assets under management (AUM)
• Client engagement with certain products and services due to events
• New strategic partnerships formed

By tracking these metrics, advisors can refine their event strategies annually, aligning them with business growth goals.

Conclusion

Impactful client events are the result of careful planning and execution. By defining your vision, creating a targeted guest list, promoting your event effectively and conducting thorough follow-ups, you can enhance client relationships and drive business growth.

If you’re interested in exploring these and other event strategies, reach out to your CI sales team for more information.