Votre avantage humain - Faites ce que l'IA ne peut pas faire !

Good afternoon, everyone, and thank you so much for joining. We are so excited today to have a new spin on a presentation about not just AI, but talking about what AI cannot do and what you can all do with your with your human advantage is what we’re calling it, which is crazy that that is a talking point here in twenty twenty five, but it is. I am Samantha Russell, our chief evangelist here at FMG. And today, I am joined by Brie Saltenberger. Hi, Brie. How are you today?

Hello. I’m excited to be here, and thanks for having me.

Absolutely. So Brie is one of our marketing concierges through our do it for me program for FMG, which we will talk a little bit more about here in a moment. And then on the back end, we have both Susan Theater, our CMO, and Aubrey, who helps run everything on the event side for our marketing team. They are both gonna be in the chat at responding and and helping facilitate.

So we want this to be something that you all are helping each other with as well. So we really wanna encourage live discussion. So you can put any of your comments in the chat. If you do have a question that you want only us to see as panelists or presenters, you can put that in the q and a.

So to kick things off though, because we’re talking about those human touch points, I would love to know what is something that a business has either gifted you or maybe a swag item that you’ve gone to a conference and got that you still use or think about. You know, we’ve all gotten maybe a Yeti cup. Those were really popular for a long time or those, like, magnetic calendars. But gifting can be such a huge thing, and the more obviously personalized, the better.

So, you know, I think about when my husband and I sold our business when we were ten to FMG about five years ago, the financial adviser that we worked with actually had a bottle of Dom Perion sent to us with this beautiful note, but he actually had the label customized to commemorate the occasion. And it was just so special to get that, and we saved it. And then when we had a night when we felt like celebrating, we opened it up. So that was amazing.

So we’d love to hear some of yours. Let’s see what people are saying, Brie. We’ve got Pro V one golf balls from Alicia. That’s amazing.

A portable phone charger. Oh my gosh. In Europe, I use that every single day. Bruce said, a Lucite picture frame with a magnetic back that still sits on my desk, a succulent plant golf shirts.

We got all kinds of things, reusable notepad.

So Brie and I are gonna talk about some of these things today, different gifting strategies, all different types of these memorable moments that you can create. But I already see the top question we always get before we get started, which is will this be recorded, and can we get your slides? Yes. You can. And even better, we are gonna have a couple giveaways we’re gonna give away for you to from joining today.

The first one is our client appreciation gifting playbook. So we have worked with our team, lots of the marketing concierge like Brie, who work directly with all of you advisers to ask what are some of the top gifts that advisers are giving. We’ve pulled a lot of advisers to see, and we’ve rounded them all up. And we’re gonna share some of them today, but we’re also giving you this playbook with all of them in there as well.

And then we also have our marketing guide, which has in a whole section about in person events, and there’ll be tons of tips for you in the marketing guide as well. So, Aubrey, maybe you could put a link to the marketing guide in the chat just for now in case anybody wants to see it. Brie, is there anybody are people sharing anything else in the chat I missed that sounds pretty good?

We’ve got some fun things, a desktop phone holder, multicolor highlighters, mini portable ring light for outside of their office, which is fun for Love that.

Let’s see.

I feel like there’s, like, two ways to go. Well, you know, there’s multiple ways to go, which we’ll talk about. But one is, do you do something that’s really useful that someone’s gonna use every single day and put your logo on it, or do you do something really fun that maybe they would never buy for themselves because it’s a little bit more, I don’t know, playful or just something that seems a little extra?

You can you can go either way. And I think, you know, for me, I think whenever you can really personalize it, and, Brie, I know you’re gonna share some stories with us today about that, that is more than anything the ones that get remembered. I told Brie in preparation for this call, I was working with somebody once, and we had this great call. And at the end of the call, he mentioned that his son was getting ready to go off, and start his deployment with the marines, and he was going into training.

And so I went online, and I found this, like, proud marine dad t shirt, and I sent it to him. And he talked about that every time we met for a very long time after that. Right? And that’s something that AI cannot do, at least not today.

So we really wanna lean into those as much as possible.

I’m getting a little bit of feedback. Are you hearing that, Brie?

Are you getting feedback? I’m not getting that, but let me Okay.

On my end and see if that helps.

Okay. Can everyone tell us in the comments? Are you does it sound okay, the volume? Okay. Someone’s saying they’re hearing feedback.

Bria, it might be on your end then. Okay. Yeah. People are saying they’re hearing it.

So now it’s quiet again. Okay. Maybe that’s good. We’ll we’ll we’ll keep, adjusting. And all of you, if you let us know.

We want this to be useful. So if it it sounds bad quality, please please tell us. Okay. So we’re really gonna talk about a couple different sections today.

I’m gonna first, introduce Brie and have her share a little bit more about herself as well. But the we’re we have three sections that we’re gonna talk about today. And just keep in mind that where this all stemmed from is it is about to be the time of year where it’s the holidays. And around the holidays, really, we think a lot about leaning into events and gift giving.

But we were talking on our team a lot about how AI is the number one talking point. It’s the thing everybody’s talking about all of the time. And there was this really interesting study that just came out. I don’t know if any of you saw it.

That was a group of researchers partnered with a bank in Germany, and they looked at when do people, you know, what type of advice gets implemented and trusted the most? And they broke it down into just AI advice, financial advice, an adviser delivering human advice, or an adviser who collaborates with an AI tool. And what they found was that clients were most likely to trust and implement the adviser who was collaborating with AI. So that combination of data plus the human touch, the human experience just can’t be beat.

And we were thinking that this would be a great time of year to really lean into how do you demonstrate that human touch, that thing you can’t get just by using technology as you’re thinking about these memorable moments for your business. So that’s really where this all stemmed from, and that’s what we’re gonna hopefully share with all of you today. So if you’ve ever joined a webinar before, you’ve seen me. I’m Samantha Russell, our chief evangelist here at FMG.

But, Brie, why don’t you talk just a little bit for everybody about specifically how you work with advisers here at FMG and your unique perspective?

Yeah. Thank you so much. So I am on the do it for me team as a concierge. We have a great team of concierge is over there and we are your.

Extra set of hands if is a good way to kind of look at that. It is specially paired to your exact point paired within a world with AI.

That feedback I consistently get even in our world where, hey, there’s so much AI and there’s wonderful technology to implement, but to have somebody that I can call and ask questions or talk to or brain dump and and kind of go back and forth with especially when kind of trying to think of different gift ideas or event ideas, things like that. So that’s where we come in is that personal, your dedicated point person. You are working with the same person and you have structured monthly calls. They’re gonna actually define what your successes are as far as how your email rates are going and where we’re seeing the focus and what your top performing email was.

We’re gonna also go over any tech advancements. We are a tech company. So, like, we just implemented AI functionalities and different things that we’re consistently implementing. So we’re making sure that you’re not only fully in the know that we’re updating those things or adding those things, but also really making sure that you know how to utilize them or we’re brainstorming ideas of how to utilize them.

We also are going over the wonderful content calendar that’s created, and that’s where Which we’ll go into in just a minute.

We’ll show everybody the the details of it.

Perfect. So we’ve got account. We’re gonna kind of help you with that all your content. We also are gonna go over any outstanding things.

So whether it’s, hey, we’ve got a kind of a quick website edit. We want to work on our AEO strategy and add some questions to our website. All of those types of things. So you have your own point person to not only go to for what’s the temperature check, right?

I’m not just guessing checking is my marketing working, but you also have somebody who’s helping you take a referable moments and make sure that you are everywhere to be referred appropriately.

Amazing. So so Brie works hand in hand one on one with advisers. So every month of the advisers that she works with, they have hired FMG’s technology to be the backbone of their marketing, but they want someone to do it for them. They don’t wanna just log into the system and choose what they’re doing every month, choose the content to send out, you know, start those email campaigns.

So Brie works with them to get it all going every single month and then has those check-in calls. So she we invited her because she works so closely with so many advisers, and she has seen firsthand what which of these human kinda touch points really, really seem to work well and really become so memorable. So we’re gonna start with gift giving, and I’d love to know in the chat as we look at the holidays coming up, what does everyone have planned? Do you do client gifts?

Do you have a certain thing you do every year? Do you try to change it up every year? Are you currently on the hunt for client gifts?

And let’s see what everybody has to say before we start, sharing some of these. So Emily said wreaths to the top revenue clients. Alicia said a pie giveaway. James said usually some sort of sweets.

Monica, a client Bunco party. How fun. I love Bunco.

Cooper’s hawk with a free bottle of wine. Oh, hunting. Sarah, we need to hear more about that. You go hunting with clients? Protein sweets donate to a special charity.

I think Aubrey on the back end, we need to compile all these and turn it into a a great blog post. Try to do an experience. So at Christmas open house or a party to look at Christmas lights. I’ll get let some things go in here. Brie, what are you seeing some of your clients doing?

So of course, holidays are coming up. So a lot of conversations around what should we be thinking about for client gifts. So customized cutting boards is one I’m I’ve heard, of course, we’ve got a great event that you guys are gonna speak to a little bit with the pies.

Some other things is pairing them with an event or somebody mentioned an experience, right? A sip and snip, right? Where they’re taking home a floral bouquet or build your own hat, right? Different things that we can implement as far as different gifts.

Yeah, I love that.

The other thing that we encourage too is not just doing holiday gifts. You can look at other opportunities to have those touch points, right? But maybe it’s outside of just birthdays and the predictable holidays. It could be hey Valentine’s Day, Mother’s Day, Father’s Day, other impactful moments to recognize your clients.

And especially I find for that when nobody’s else is sending it, it stands out, you know, don’t you think?

So on that note, we actually before just talking about holiday gifts, we wanted to talk a little bit about onboarding gifts because this is something that we don’t hear everyone doing. Let us know in the chat, and you guys have so many great ideas. I love this. Please keep them coming.

Does anyone send a gift when their client is onboarded? So this is a an example of how this might work. Right? So the paperwork is received, and you send a personal handwritten note welcoming them to the to the firm, thanking them for, you know, starting this partnership with you.

Then when your first meeting is scheduled, you can send something like a Starbucks gift card. So, okay, you know, have your warm drink ready when we’re having our first virtual meeting or pick it up on, you know, your way in. And then the first meeting complete could be something tailored to their interest or something that you’re, you know, maybe love to do. So there’s an adviser we work with who’s a loves to woodwork, and so he creates these custom cutting boards with the client’s last name on them and gives it to them at the end of I don’t know if it’s the first meeting.

I think it might be, like, after they’ve had their first big planning meeting where they feel like they’re starting to implement. But in this instance, it could be the first meeting complete and then thirty days in sending a video. So this is just an example. We’re just trying to show you what this could look like.

I think the idea here is having a systematized way to make sure that it doesn’t go by the wayside, and it’s something that someone on your team owns and is responsible for. Because, again, these human touch points, these memorable moments are the things that people end up talking about that become these referable moments that keep you in the conversation, which is what we want. We want clients to talk about it with with their friends.

Brie, do you have any clients doing onboarding gifts currently that you know of?

Yes. So different onboarding gifts or even things that I have seen personally with clients that have been really effective. Going back to your earlier point, useful versus, you know, personal. Right? And I think both can be great. Right? Personalized notebooks or anything like that.

Some other things that I have found are.

Taking a moment, taking that moment where you’re connecting with them and pulling something important impactful to them. Clients going on a trip, a family trip to Hawaii. Great, I’m going to send them a little Ohana frame for example, that is neutral to connect with them. What that does is not only is it, you know, a nice little thank you or welcome gift, but it’s also something that makes them feel heard.

Oh my gosh, you were listening to me about my life and that personal connection, right? Or an upcoming surgery or anything like that. I’ve seen all sorts of different little personal connection items. Both are great, but different approaches for sure that you can take in, allow to be those referable moments for sure.

Yeah. And I think, you know, there’s nothing wrong with having a making room for both. Obviously, you have a limited budget, but if you can have something small like a handwritten note and a Starbucks gift card or a Dunkin’ Donuts gift card or whatever it is, you ask them maybe in the meeting, what coffee do you love to drink? And then that’s the gift card you send.

But then throughout the year, you’re listening, and when that moment arises, sending something personal. I I think we need to balance, you know, the time of year, like, okay. Everybody sends a gift at the holidays, so we wanna do that versus also making room for times where it’s feels so personal. Like, to your point, they were listening to me.

Let’s read some of the other I ideas people have. Someone said, our logo includes a compass. Lena said, so we have a metal compass with a prompt, where are you going inside a suitcase box? That’s very unique.

I love that. Alicia said, we give a basket with a magnet with all of our contact info, a welcome guide, an RFID padfolio, branded playing cards, magnifying glass for when they forget their glasses, and logo the luggage tags I love. As someone who’s traveling all the time, I can always use a new luggage tag.

And then someone else said when we onboard Jennifer suggested they give the client yetis with their logo on one side and the initials of the client on the other side. So that is super customizable. Eric said there’s a book, the boy, the mole, the fox, and the horse.

Don’t know. Eric, you have to tell us more about why that book, what what the takeaway is. But I love the idea too of a book. That’s amazing.

I have given people that as a gift. I read a book. I absolutely love it. I think someone else will love it, and I send it to them with a handwritten note.

So these are just some of the ideas for onboarding. And, again, it’s creating this moment of, okay. I chose this firm. I had a choice of a lot of different firms, and just starting off on a great foot of really building that connection.

So, again, I think the more personalized, the better. This is an idea of just some of the holidays. So to the point about Thanksgiving, many a couple of you said about pies. Every single month in our do it for me program that we have, we actually will give you an event idea.

Well, I shouldn’t say every month. Most months, it’s an event idea. It’s a marketing tip. Oftentimes, they do end up being events, and we will give you everything you need to execute that event.

So everything from the invitation to, in this case, you know, the email to send to the bakery about how this is gonna work and the order you wanna place to the email you would send to clients so that inviting them to place their order or choose their pie. We really wanna make this as seamless as possible for you as part of our do it for me program. We find that Thanksgiving is becoming more and more popular time for people to do the gift giving too because you kinda get in front of the holiday crazy and it’s agnostic. It really is just, you know, it works for all holidays, religions, and it is a great time of year because you’re thanking them for being a client.

So, Brie, tell us a little bit. Do you see a lot of people doing Thanksgiving events or gifts?

Yeah, even going back as far as October even.

October, November is a great time to do your gifts or different events in general because now you’ve made a huge impact and around the holidays, they’re around their friends and family. So they’re talking about it, right? So it’s fresh off off the top of their mind.

Such a good point.

Happening around then. So that’s a great thing to consider as well. But yes, Thanksgiving events, October fall events are a huge one that we’re seeing and different gift ideas.

The thanksgiving, I love to to your point about everyone getting together, you can say, this pie came from my financial adviser. When everyone’s digging in and loving it, it’s a great point that the person ends up saying where they got it from. And how amazing is that? Right?

So, again, thinking about we just keep going back to that human touch, but there’s so many things that we know we can, you know, automate and systematize. But when you think about making a big memorable impact, it’s often these types of touches that go the furthest way, for sure. So I thought some of you talked about doing, Thanksgiving pies. If you do that, put it in the chat and let us know.

Like, yes, we do pies at Thanksgiving or Christmas because I’d love to see how many people are currently doing it. It seems to be getting to be more and more popular. And I know as someone who hosts, I would love someone to take care of the pies for me so that I don’t have to do it. Do you host Brie for Thanksgiving?

We do. So it’s a very busy cooking day, so it’s the more help and less I have to cook, the better.

Amazing. Amazing. I love it. Luann said this will be our eighth annual pie giveaway. Well, Luann, if you have any tips for everybody listening in on what makes it more successful. Rob just asked for people that do pies, do you source gluten free pies for those that may require them? That’s a great question.

And then Amanda said we’ve done pies before, but it was tricky coordinating the drop off drop offs for us.

So there’s lots of different feedback in here, and I love it. Absolutely love it. And I think, again, it’s all about what can work for you. I love this idea too for the New Year.

A lot of people go into the New Year and they wanna set intentions and goals and that aligns so nicely with financial services. And there’s a lot of coordination too between health and wealth. So waiting to send something for the New Year and having it be a wellness focused gift, I think, is such a fun idea too. And maybe pairing it with a wellness event if you do have a lot of local clients, I think that could go a really long way as well.

Any other tidbits to share about holiday gifts, Brie, before we move on?

Yes, a couple different ones that I’ve seen as well is kind of in that October fall time.

A couple of them are paired with events, but we’ve got some that are doing like even like just a simple fall cocktail mixer, but they’re bringing in a photographer, right? So they’re setting up their clients for their holiday photos. So that’s kind of one way to get their gift in, Is they’re bringing their families getting their holiday photos in?

Oh, so they bring a photographer to take family photos and do the drinks and mix it mixer.

Yeah, you’ve got the backdrop all set up and then you’ve got the mixer over here on the side and then something as simple as going to a local pumpkin patch. Bring a friend, bring your family and they and then purchasing pumpkins for those families, right? Hey, take home. You’ve got your pumpkins covered.

Easy things like that. It doesn’t have to be. Of course, there’s wonderful high end gifts you guys can do, but there’s also really simple ones that don’t require having a whole.

You know, event space, I guess, what I’m saying. You can utilize those local opportunities.

It looks like to your point, Lou Ann just wrote that. She mentioned they’ve been doing pies for eight years. So the people order the pies, then they actually pick them up and give them away at a brewery. So it pairs the pie giveaway with an event where everyone comes together, and they can mingle with clients if they have a drink and pick up the pie.

So I absolutely love that. Such a great idea. And, Brie, I love the pumpkin patch one. I have three little kids.

We were just at the pumpkin patch this Saturday and spent a fortune on pick your own pumpkin, so I would love something like that. The family photo, we’re gonna talk a little bit more about family photo events in just a minute, but it that is such a huge one. I mean, somebody coordinating the photographer, setting everything up, so all you gotta do is show up. I mean, that is huge in my opinion.

If you are gonna do that, just a tip, do not serve anything that can stain. You know? Think water, maybe animal cookies, apple slices, nothing that little kids can I’m not speaking from personal experience or anything, but maybe we’ve had an an issue in the past.

Okay. So we talked a lot about gifts, and we also talked about pairing them with events. So let’s actually move a little bit more into talking about events specifically because this is one that a lot of you talked about pairing together. And, actually, this is a great question.

Stacy just said, what opportunities do people do across seventeen states? Obviously, so many events are for local people only. Now we are talking about this human touch point. We don’t spend too much time talking about it today because we really wanted to lean on in person, but I do think webinars and virtual events can really, really be great there where you can I mean, we just at FMG had something where we all were sent a little cocktail kit, and then we had a mixologist come on and taught us all how to pair to use, you know, the different ingredients to make really fun cocktails, and we were all on camera together?

It could be educational. Right? So with all the AI scams going around that a lot of people are scared about, you could have someone coming in and teaching you. How do you identify a fake voice or a fake caller or a scam?

You know, what about setting up a family password so that you know for sure whether it’s the right person? So there’s a lot of things I think you could do virtually too, but we’re gonna talk about some in person events. And if anybody has any ideas who have multiple locations across many states, I think Stacy and the rest of us would would love to hear them. Brie, do you have any ideas for events maybe that are multilocation?

I can’t think of any at the top of my head.

Multi location unless you’re going to a couple different and kind of having, hey, here we’re meeting up.

To your point, any of those different boxes, there are so many options where there’s painting, there’s crafts. I did a a I can’t remember. It was like a I can’t remember. Oh my goodness.

We made a fun little trick. No, it was a it was an art craft. It was an art craft. Okay.

And I’m totally blanking on the name, but epoxy.

Sorry, totally blanked on the Oh, okay.

Okay. With wood and it was really pretty. So all sorts of different things. You can find something that either resonates with you or if you know, hey, my clients really enjoy this or that. Those classes are really easy. There’s tons of websites out there if you just look up virtual classes, and they’ll send over out the gifts for you in the box. It’s great.

Kimmy said we did a magic sew virtual event before. You’ll have to tell us, was that a hit? Did people love it?

That sounds fun. Kenneth just said we did IPAs and IRAs.

I love the name at a craft brewery, including a tour of the brewery and samples. And Kimmy said, send the branded playing card and chocolates to go along with it. Oh, with the magic show. So this what you’re seeing on your screen is just a breakdown from our research of how many advisers are doing or firms are doing webinars and how many are doing in person events.

So the adoption rate is still pretty low. So for all of you that are doing these already, you are so far ahead of the curve. Amazing for being here because a lot of people still aren’t doing them. And I think pre COVID, a lot more people were doing, you know, come to this seminar and get a free dinner, and that really dropped off.

We never saw the big adoption in webinars post COVID, and events can be expensive. So I understand the hesitation with delivering the, you know, r ROI and just having someone on your team as a point person to plan them. So we’re gonna give you some of our best tips to make sure it’s executed well.

And, you know, again, because so few people are doing them, I do believe they are such a memorable moment, and it lends itself to a nice talking point. To your point, Brie, if you’re hosting maybe a virtual cooking class where you invite somebody to come on and maybe you teach clients how to make Christmas cocktails or different pies for Thanksgiving and it’s a virtual class and they’re watching it, that could be something they go and talk to friends about or they show up in person for a day, you know, a pumpkin patch day. They’re gonna go talk about it. So it really does create those remarkable moments. And one of the things and you hit the nail on the head with this, Brie.

People want to connect with their clients, children, and multiple generations of the family. Right? So really finds just nineteen percent of investors use their parents’ adviser. And when most people get their inheritance, they are not staying with the adviser that was managing the parents’ money. So if you wanna keep more of those children in your firm and you wanna retain those assets, really forging relationships early on is so key. And I think these types of events are such an amazing way to do that.

And, Brie, what you mentioned about the picture day is one of the ideas that we have. So I know that we, through the do it for me program, give these ideas that, you know, you can execute. Can you talk a little bit about because I saw a question someone had. So if we were using FMG’s do it for me program and we wanted to execute one of your events, how would someone like Brie help us? What would they do versus what wouldn’t they do?

Great question. So what we would do is, of course, help explain the event, give some ideas and feedback, and then part of our communications is to take this event either as is or how does this relate to you? Right? Hey, do you have a local bakery that you want to work with, right?

We’re asking those prompting questions. What we’re not doing, we’re not calling the bakery on your behalf. We’re not handling those in, you know, we’re not prescoping out which bakery you should use, for example, or which photographer. That’s going to be better suited for you guys as that local resource.

We’re there to help implement the event, adding it to your website. If you have an FMG website, send out the email invitations, and even follow-up email communications if appropriate, if that’s what you guys want to do as well. So it’s really more so the tech side of making sure that everything is set up for success, posting on social media, and helping with those RSVPs to come in as well as, k, here’s the great, you know, here’s that pie event or this family picture idea.

What questions do you have? What are those roadblocks if needed so we can kind of talk through ideas of how you could reach out to that party or whomever.

Amazing. So can you see the do it for me calendar here? I’m just gonna show what that looks like. Okay.

So just so you all can understand what she’s referring to. So every month, if you’re part of our do it for me program, which is the highest tier of FMG. So you’re you have the technology, and then you’re paired with a marketing concierge, and we will actually execute certain things on your behalf. So the calendar looks like this, and every month, you can see that there’s two blogs.

So these bright blue ones, and then those are versioned for centers of influence prospect and clients. And then they’re the day after the blog goes up, they’re posted. So, Brie, your team is actually managing pushing out all this content, right, on the client’s behalf and getting it queued up to go.

And you’re able to pick and choose which pieces you want, what you do or don’t want to be sent. But then included every month is one of these marketing tips, and often they are events. And when you click on it, it’s going to take you to everything you need to do to execute this. So as Brie mentioned, this is given to you. So in this case, it actually gives you the step by step instructions on how to find an expert, how long the event should be, what the agenda should be, how you would get people to sign up ahead of time.

And then here’s where it will tell you things like, you know, setting up your Zoom, what the event flow would look like. So it gives you everything you need. And then, Brie, if I understand you correctly, you would actually help set that landing page up that they could collect the registrations and send the emails out to invite people.

Correct. Yep. We’ll make sure that it’s up. It’s easy for people to go and register. So as they’re engaging with social media posts or emails, they’re brought there easy RSVP with you.

Amazing. So this this this is an example. Hopefully, that helps answer the questions I saw come in about what your concierge would do if you’re part of this do it for me program versus what you would be expected to execute on your own. And, Brie, would you say most of the firms you’re working with, are is it the adviser themselves that’s playing point in managing this? Do they have someone on their staff, or is it a combination of both?

I would say it’s a combination. Every office operates a little bit differently. So some I’m working directly with the one on one advisor, sometimes a team, or maybe they have a marketing point of contact or an admin. So whatever works in your office, we accommodate appropriately to whomever is the main person there to help facilitate for sure.

Awesome. Okay.

Let’s go back. Was everybody seeing okay. So you could see this marketing tip and the idea. Okay.

Somebody was telling me they couldn’t see it, so I was just making sure. Okay. So that’s really what what it looks like. So let’s go back, though, to this to these events, and we’ll share again more about how that works.

Another thing that in the FMG content library, if you are an FMG subscriber, we have downloadables like this that can also really be great for these types of events. So if you’re inviting a, you know, multigenerations of clients in, you’re hosting an event, we have this family financial workshop downloadable, and it helps families think about when they’re passing on their wealth, what do they want their legacy to be? And even helps, you know, multigenerations talk about their their wealth and their legacy and what they want it to look like. So it’s a really great workbook.

You could have something like this out for people for a multigenerational event like that. We have a few other event ideas in here. We’re just sharing today, a Galentine’s event. Whether you’re hosting it, maybe you work with a lot of widows or you work with young professional women or you work with people who are married.

Doesn’t matter, but we know one adviser who specifically works with a lot of widows, and this is such a nice touch every year to host an event for them, bring them all together, make them feel special, and really cater it to that group of people. Another adviser is, working in Tennessee and found out kind of meeting with clients that a lot of them love pickleball. And so he actually brought in a pickleball pro, hosted a tournament, and he put on this event and, you know, posted about it in local Facebook groups and local retiree, groups.

And then he had a health care and retirement because you know you wanna keep playing pickleball follow-up event via webinar and some worksheets and things like that. So, again, you can get really, really creative here with the types of events that you do and thinking about what are the interests of your particular audience.

So, Brie, this is just an example of what one of those landing pages look like, and maybe you could share a little bit about when when we create the landing pages in FMG for these events. What is, like, the key information you wanna make sure you have on there?

We will, of course, do that list as well, so you don’t have to remember this right here and now. But we wanna know what do you want it to be called. Right? What do you want it to?

What is the location of the event? Time date of course, and what the description of the event is going to be, right? Some of you guys had mentioned you guys have been doing this pie event for a few years, right? Maybe instead of just a more simple ball or pie image for the header header of the event, you might want to incorporate an image that is from one of your previous years showcasing your office like handing out those pies, right?

Different things that we can showcase, but really we need the details at the end of the day and who all we’re inviting if we are sending out those email invites. Is this to all of your clients? Is this to all of your contacts? Is this just to your, you know, top tier a clients, whoever and whatever is specific for that event so we can make sure that that’s going to the right appropriate places.

I love that. And I think the idea too that you can have events, obviously, it doesn’t have to be for everyone. For so for some of you who are thinking this is just so expensive, kind of looking at your maybe even your emails and how have do you have people grouped? Are there certain groups of people within your prospects maybe that you can host an event for or within your clients just one particular segment of So here’s an example for young professionals.

We find that a lot of really high net worth clients, they want their advisers to be talking to the chill their children and getting in front of them about money at a very young young age, sometimes as young as eighteen, twenty two, you know, coming out of college. And so an event like this where you’re inviting people in that college age or high school age, maybe even up till thirty to come in and talk about what do you need to know about how to negotiate for your salary or getting a professional headshot or what to know about your benefit packages. These can be a great webinar. It doesn’t have to be in person, but so much value to not only the person getting it, the young professional, but their parents feeling like, oh my gosh.

This is an amazing event.

So, again, I just showed you I’ll show you one more time. So just to make sure because I still see some questions. So the do it for me program, again, is through FMG. So instead of you logging in to FMG’s tool every single month and saying, these are the social posts I wanna go out, and these are the these are the emails and the blogs that I wanna do, you are instead given a calendar, and the calendar looks like this.

And there’s always a great video summarizing the strategy behind the month from Susan, our CMO. And then you can see you can click on and interact. So this one is there’s a blog about protecting seniors from fraud and another blog about should you pay off your mortgage early if you can. And so you can actually click on those.

You can look at those different posts in full, and then you can see how they’re versioned for emails. So you get this, but you have someone like Brie who you’re paired with. So it wouldn’t actually be Brie. Brie’s maxed out her total number of clients right now, but you’d be paired with one of our amazing do it for me concierge who they would meet with you every month, and they would go over this calendar.

And, Brie, do you wanna talk a little bit when somebody is going through this with you, a monthly meeting? What what do you do in that monthly meeting?

Absolutely. And I think this is also gonna help answer some of the questions in the chat too that I’m looking at. So first thing you’re gonna get your calendar ahead of time. I have some clients who like to go over it with me on the call.

I have others who go, hey, let me send you my my my wish list and my removals or anything appropriate so that we can spend that time talking about webinar, the webinar, the other marketing tips. But you’re going to have this content calendar. You’ll have your blogs, emails, social posts all laid out. If you wouldn’t mind scrolling down to the recommended content.

I like to let my clients know this is our, hey, this is our, we recommend this. This is the go good to go. Your emails, your socials, your blogs are all covered.

Anything you want to remove, for example. So maybe there might be a holiday you may want to, you know, highlight or not highlight. You may have some specific topics that may not be relative to your business.

So or how you work with your clients. So this is malleable. This is a great as is, but also we can add or remove. Somebody also asked about if they had a custom blog or a custom email.

Yes, this is, hey, what we’re doing for you, but if you have something else you wanna send our way, yep, we’ll implement that. We’ll add that in and that’s part of that ongoing conversation and then I jump on down to the additional content options and this is going to tie into some of those family connections also. But we have some optional social posts, so these are your hey, I want to opt in, right? Maybe it’s national ice cream day or world smile day.

These are some great ones that we also encourage you to customize, right? We just had what is it? National Teachers Day. So I had some clients who their wife was a teacher.

They sent over pictures. I was able to plug that in so you didn’t have to worry about rewriting it, but it’s still customized and it felt more personable.

Those photos go a long way.

Yeah, exactly. Optional social posts. I wanted to highlight this one. We have a scheduled family meeting.

This is a huge one I’m talking about with my clients right now to that exact point of fall, getting ahead of the holidays. So it’s top of mind and easier to easier to corral everybody now that they’re a little bit more widespread. So different things that we can implement. It doesn’t have to be an all or nothing.

It can be a great communicative conversation of hey, this is our calendar and anything we want to add or adjust that gives you that free will as well. And that’s where your do it for me concierge comes into play to have that conversation and navigate that with you.

And so you’ll see we also, every month, give you those marketing tips and a podcast or webinar outline as well as a video script. So, yes, we are the tech behind your marketing, and, you know, we are the backbone of all the content that is gonna keep you top of mind. But we know these human touch points are important. And so as Brie said, just having someone to meet with every month and say, hey.

I’m thinking about doing a pie giveaway. What do you think about it? And Brie to be able to say, we actually have a whole entire format for you of emails to send, how to contact the bakery. Here you go.

That is just so valuable. So, Aubrey, why don’t we put up a poll if you want to learn more about the do it for me program and what it’s like to work with the concierge and have them execute this for you so you really can have more of these human touch points and these memorable moments?

Please say yes. And if not, no big deal, and we’ll keep going with a couple more tips we have for you today, but that will help us get in touch with those of you that want to learn more about it. So thank you, Brie, for explaining that. I think that, was really, really helpful, and even I learned something more about how you work with clients.

So let’s just talk finally about promotion of your event because this is a part that I think a lot of people get wrong, and then they wonder why didn’t it go so well or we didn’t have as many people sign up. So we’d already talked about a registration page. You really wanna create a registration page people want to sign up for. Right?

So make sure you’re gonna put in there what are they gonna get out of it. If it’s a fun event, talk about the pumpkins, the apple cider, the ride to the pumpkin patch. If it’s something where they’re learning something, give those key deliverables of what they will walk away knowing. Make sure you’re really descriptive here.

Not just like, come learn about Social Security or come to the pumpkin patch. Really help them envision how their time will be spent. And then when it comes to emailing, you really want three emails for optimal performance. So, really, three is the key to get the most number of people to register.

And we really let usually say, depending for a webinar, just a week before is fine to start inviting. If it is in person, obviously, you need to give a more of a heads up. So, Brie, for in person, how far in advance do you recommend sending that first email out?

We recommend anywhere between four to six weeks is the sweet spot. Right? That’s where we can collaborate and map all of that out. But four to six weeks is going to be your nice little area for the in person ones if possible. Right? Sometimes you’re impromptu with, hey, this sounds like a good idea.

But Yeah.

That’s okay too.

Yeah. And then I love this tip, and we actually put this as one of our do it for me marketing tips a couple months ago. But if you want clients to bring friends, there’s this kind of a secret way you could build this air of exclusivity. So when you first send out the invite, send it out to your clients.

But then for email number two, send a follow-up, and you can say something like, hey. We’re so thrilled by all of your excitement for this event, and we’ve had so many of you asking if you could bring a guest or two. We’re limited on space, but we’d love to host your friends or family. So, you know, RSVP, maybe you you could give a cap.

You know, two extra people you’re bringing, or if it’s a webinar, you could just say however many people. But this really helps it feel exclusive while also planting the seed that, yes, they can invite people. Right? And it comes across, like, this exclusive event that people want to bring, and we’ve seen this work time and time again.

So that’s just a tip for all of you no matter what kind of event it is, whether it’s a webinar or in person.

If I can add to that. Yeah. Another thing to set yourself up for success is after the event, send a thank you gift to your clients who did bring a friend. It’s gonna continue to encourage them to do so. I’ve seen it be anything from a bottle of wine to something specific to the event, but something that says, hey, thank you so much for coming. Thank you so much for sharing me with your world. Something along those lines, and that’s going to continue to encourage them for the future events to also want to bring their friends and family.

They’re gonna talk about Oh, so good.

So good. Reinforcing the behavior that we want. Feel like I’m talking to myself about my children at this point. Right? Focusing on the behavior we want, not the behavior we don’t want. I love it.

And then this is such a great, great idea that so many people miss. So a lot of you are sitting there saying, yes. I wanna host events to get, you know, in front of more people, but I don’t have a big list of prospects. So, obviously, we’ve talked a little bit about how you can get your current clients to invite their friends and family, but this don’t sleep on this one. Another thing you can do well, two things. One, partner with a subject matter expert or a center of influence where they can invite their list as well. So you’re both getting in front of each others.

It helps with the presentation because it’s not just you talking the whole time. You’re sharing that talk time with someone else, but you’re both able to, promote it. But the second thing is LinkedIn is amazing for helping you find the right people if you’re specifically working with, you know, professionals, anyone still in their working years. So what I mean by this is, let’s say you are working with physicians, and you’re gonna host an event about what you need to know about starting your practice while paying down debt, saving for retirement. And you can go into LinkedIn and using the advanced filtering techniques, you can search for people that work at specific hospitals that have specific titles.

And then you can set up a LinkedIn event page, and you can see right here under these different buttons, you’re able to share the link to the event directly to them on LinkedIn without having their email. So you can invite them directly on LinkedIn. You can put the link for them to join. So this is such a fantastic way to get in front of a lot more people even if you don’t have their email address.

And I would be remiss if I didn’t just give you this idea too.

If you want to post about the event and promote it, instead of just saying, hey. Come to our event. If you start by talking about a problem that people have that you’re gonna solve now this is really for educational events, not fun client events. But let’s say you’re talking about Social Security. Talk about a problem that people face or a mistake they make when claiming Social Security first to get people’s attention and then talk about your event. Right? That is gonna hook people in and get a lot more people to see your post.

And then just a few other ideas. There is a great tactic you can use because the more comments you get on any LinkedIn or Facebook or any other kind of post, the more the algorithm says, oh, this is a good piece of content. We’re gonna show it to more people. So rather than just say, here’s the link to sign up.

If you say comment and give a keyword like events or Social Security, and I’ll send you the link, you’re gonna get a lot more comments on your post. So that’s sort of a sneaky little way to get more comments to get more people to sign up. Brie, do you I see some other questions coming in. Do you have any tips for promotion for events that you’ve seen work well?

I know tagging, if you if you have a guest speaker, tagging them on your social post is important too.

Tagging is a huge one.

We to your point with different COIs or different niche focuses, having those connections and syncing up with them, having that dual relationship to promote and also making sure that there’s the frequency we want to make sure that there’s eyes across the board, right? So email channels, social media channels, having it highlighted on your website. I personally recommend, especially if it’s something that is more public facing, not a private exclusive top tier client event, obviously, but not just having it in the events tab on your website. Make sure that it is everywhere to be seen.

Maybe you’re highlighting it on your homepage. Maybe you’re making sure you want to make it easier for them to come to your event than not to at the end of the day. So, brainstorming those different ideas and when pairing with different COIs, I had a client who they work specifically with families and blended families and divorces and working with local therapists and bringing them in and having them kind of dual promote that, right? So all sorts of different ways that you can brainstorm what’s important to my clients and how can I incorporate that and also make sure that I’m getting in front of those desired clients?

And that’s kind of a way to also promote in front of a completely different audience that you may not have even been aware of and been able to tap into.

So so these people are saying people are going through a divorce. They’re gonna be splitting assets. It’s a great time for them to have an adviser, but I’m gonna have the therapist who works with people going through divorce come in and talk about strategies, and she can invite everybody on her lit. Oh, that is so smart.

I love that. And that’s such a great point, Brie, that I bring up, which is thinking about who already has the ear of the types of clients you’re trying to target, and how can you tap into their network. I absolutely love that. That is so stinking smart.

Great. So we are really trying to keep these under fifty minutes, and we’re at forty seven minutes right now. Brie, I’m just going to put up this QR code if anyone wants to learn more specifically. But, while we’re doing that, let’s see if there’s any questions we didn’t get to. And is there anything other, any other things that you wanted to mention that we didn’t get to talk about that you think would be helpful for people to hear or examples?

Yeah. I can kinda go over I’ll do a couple quick examples and then hopefully we’ll have time for for a question or two. Great. A couple of different event ideas I wanted to mention, lean into your passions.

People want to get to know you. They you or your clients. We’ve even seen a dog park where you hire a photographer or you have a bunch of dog treats and everybody with common interest just meets you. And that’s a great in a you know, inexpensive touch point to connect with your clients that makes a big impact.

We’ve already talked quite a bit about those different holiday opportunities. I also wanted to communicate that the impactful throughout the year, right? Really honing in. I know we talked about Valentine’s Day and and connecting with widows, but I have different clients who will send out flowers to their widowed clients on their birthday or for Valentine’s Day. Those little tiny things that like you guys saw the stats earlier, there’s not a lot of people doing these things. So you doing these things are you are already going to level up and people are going to talk about it because it’s not the norm right now. And so you get to set a new standard and be above and beyond.

I love that. Will you tell the story too about the ice pack? I thought this was so so genius.

Yes, thank you.

So I have a client. So going back to those personable moments, I have a client who just recently was undergoing his shoulder surgery and my husband had surgery on his knee a couple of years ago and we found this amazing ice pack. It fits to his leg. It made all the difference.

So as a nice little surprise and delight moment, you don’t have to wait for these big holidays as just a one off little surprise and delight moment. I sent him the a shoulder version of that ice pack with a nice little note just letting him know. Hey, I hope you have a nice and wonderful smooth recovery. This was really helpful for my husband.

I hope it’s just as helpful for you and ever since then. Mean every communication he still mentions it in every single email. I’m still loving it. It has been so helpful.

Thank you so much and something as small as that it was really simple, but it made such a big personable impact. Yeah. Right?

It’s like Charlie Cook is saying, what ice pack is it? Charlie, I hope you didn’t have surgery.

Yeah, have to share the link. We’ll have to share the link.

I absolutely love that. I mean and I think that that just is such a good do what AI cannot do, your human advantage. And, yes, we wanna systematize and create processes and lean into you know, we at FMG launched. We didn’t talk about this today, but we have a whole suite of AI tools to help you make content easier, social media posts, blog posts.

But at the end of the day, you know, that moment where someone opens up a package and you they feel heard, they feel seen, they feel remembered, oh my gosh. You, you know, you can’t just bottle that up. It’s amazing. So I think that that is so, so, so sweet.

And a lot of people are saying, share the ice pack link. So maybe a lot of clients you all have clients who that could use them. So that’s actually a fantastic idea.

Lots of our clients go through have gone through or planning on getting surgery. Like a little care package for when they get home, like an a nice ice pack, maybe a good I don’t know what other kinds of things you would put in that. But, yeah, like, that’s such a good idea, Brie. So I think a lot of people love it.

Blankets, maybe a nice candle to light like a lavender scent or pillow spray. So great idea. So to that point, remember, oh, socks. Good good points.

We have put all of these. Oh, sorry. I’m making everybody walk through that. But we put all of these different ideas into this playbook, and we do have well beyond the ones we shared today.

Lots of other ideas, and I know gifts is such a huge one. So you are all gonna be getting that. I hope you found this helpful.

If we didn’t get your question answered, we will try to follow-up with you via email. But let us know in the chat if you found this helpful today, if you got some good ideas. We want these to be helpful to all of you, and we are just here to help you in any way we can. So good luck with all your holiday gifting and event planning. And Brie, you have so many great ideas. I’ve learned so much from you. Thank you so much for joining today.

Thank you so much for having me. It’s been wonderful, and thank you guys all for your great questions and excited to see them all come through.

Awesome. Bye everybody. Thanks.

Bye.