Twenty-one years, 490,000 direct marketing campaigns and more than 17 million prospects later, my belief that consumers prefer meeting face-to-face when it comes to making important life decisions, like Estate Planning, is as valid now as it was then.
The formula for why people respond to direct mail hasn’t changed; if anything, we have validated the formula over and over again with our business model. But what has changed is how we’ve adapted over the years to grab the attention of consumers in the mailbox.
Today, thanks to technology (and because we collect, monitor and analyze the data from 800-1,000 direct marketing campaigns every month), we have data on behavior patterns, interests, hobbies and lifestyles, among many other things. We know that personalized invitations and direct mail pieces make an impact. We know consumers have become more guarded and confused about their estate planning options; they are bombarded with different messaging about when and how to plan, buy and/or invest. We use social event marketing to help position our Academy clients as trusted subject matter experts who can bring clarity to a very noisy marketplace.
The way we promote and market has expanded. Good marketers have to include social media and digital messaging in support of their direct marketing, but the psychology behind why prospects need to feel comfortable before meeting face-to-face hasn’t. Meeting consumers at a social event allows for that comfort level.
Social event marketing works because there is security in numbers. Seminar attendees feel more comfortable when they are in the company of others who share their questions, needs and concerns about estate planning.
That “social dynamic” gives you the ideal setting to present your value proposition, share your personal story (why you chose to help people with their estate planning needs) and establish yourself as a person they can trust with such a personal and necessary exercise.
Jorge Villar is President of RME360, with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that for the last 17 years has accounted for more than 65% of the events being held in the nation, with over 17 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Succession Planning and Asset Protection. RME360’s marketing programs are presently being utilized by over 10,000 clients, including: top producing financial advisors, estate planning attorneys, large financial organizations, health care organizations, franchises, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and marketing training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (800) 846-1555
www.aaepa.com
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