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2015 MDRT Annual Meeting e‐Handout Material   Title:  Establish a Strong Niche Market Presence in Four 

Easy Steps  Speaker:       CarletonHollister  Presentation Date:  Tuesday, June 16, 2015 

10:00 ‐ 11:00 a.m.    The Million Dollar Round Table® (MDRT) does not guarantee the accuracy of tax and legal matters and is not liable for errors and omissions. You are urged to check with tax and legal professionals in your state, province or country. MDRT also suggests you consult local insurance and security regulations and your company’s compliance department pertaining to the use of any new sales materials with your clients. The information contained in this handout is unedited and errors, omissions and misspellings may exist. Content may be altered during the delivery of this presentation.    

    

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Carleton HollisterEstablish a Strong Niche Market Presence in

Four Easy Steps

Comfort Level

Everyone has a MARKET

segment that they are

comfortable interacting with

and speaking the language of.

Attorney’s and CPA’s

Doctors

High Net Worth

Blue Collar

Workers

Comfort Level

Everyone has a

AGE

segment that

they are

comfortable

interacting with

as well.

Young Families

Pre-Retirees

Seniors

Mature Families

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Comfort market

Existing skill set

Enthusiastic

presentation

Repeat Story

Early in Your Career

Knowledge market

Improved skill set

Rehearsed

presentation

Repeat Opportunity

Experienced Career

Targeted market

Developed skill set

Educated

presentation

Drive Opportunity

to You

Experienced Professional

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Look at Existing Client List

You enjoy working with them

They trust you and enjoy working with you

Glad to refer you based on relationship

Similar clients equals high confidence

Allows you to provide similar solutions

Marketing to Existing Clients

Newsletters

Holiday Postcards

Birthday & Anniversary Cards

ON LINE HAND-OUT

Marketing

The process of building name recognition through a variety of

means, including personal contact, email, seminars, mailing and

advertising. Drive clients and referrals to you without contacting

them directly.

Niche Marketing

Materials

Niche

Market

Existing

Marketing

System

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What is a Niche Market?

A group of prospects that

have similar needs and

solutions, as well as a common

goal or issue they are dealing with.

Niche Market

Identifiable

Common issues

Specific needs

Similar solutions

Examples: General Market

• Pre-retirees

A person who is 55-65 years old with a

household income of at least $75,000

• Retirees

A person who is 60-80 years old with

investable assets of at least $100,000

• Newly married

Professional couples with at least $100,00

in their household income

• Public school teacher

Teachers that are 1-5 years away from

retiring, within a 30 mile radius

Examples: Niche Market

Market vs Product Oriented

Generally more successful when approaching a

target market with a great number of product

solutions.

RETIREMENT

LIFE INSURANCE

LTC

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Step 1: Establish a Niche Market

Affinity to a

certain group?

Contractors

Small business

owners

Specific industry

Local companies or

corporations

A group in your

region with similar

issues?

Business Association

Public school

teachers

State employees

Women’s

organizations

Step 1: Establish a Niche Market

Natural affinity to

a certain group?

Contractors

Small business

owners

Specific industry

Local companies or

national corporations

Is a pending event

causing concern?

Change in pension rules

Changing Government

regulations

Buy-out opportunity

from employer

Retirement / S. Security

In-service withdrawals

A group in your

region with similar

issues?

Business Association

Public school

teachers

State employees

Women’s

organizations

Time to Think

Give yourself permission to work:

“On your practice”,

not just “In your practice”.

Schedule one hour a week to begin thinking and formulating your plan.

You will be amazed at the results

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Step 1: Establish a Niche Market

Once You Determine The Market You Want to Pursue

Interview existing

clients or people you

know in that market.

Research the Market,

Read Newsletters and

Blogs

Build Your Prospect List

Organizations

The Builders Association

Businesses

Prospects

Chambers of Commerce

Step 2: Develop Marketing Materials

Biggest Retirement Mistakes

For Teachers and State Employees

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Market Specific Brochure

Targeted Information

Prepared concise message

Checklist / Call to Action

Brief Biography

Market Specific Booklet

Written by You

Addresses Key Issues

Causes Questions

Creates Need for Help

Biggest Retirement Mistakes

For Teachers and State Employees

Coupon for Free Meeting

Encourages People to

Meet

No Cost or Obligation

Alleviates Fear

Establishes Value

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Information Packet

Labeled or Imprinted folder

Builds Credibility

Contains Brochure and Booklet

Brief Biography

Note Paper, Pencil etc.

Additional Marketing Tools

Emails Written and Approved

Letters Written and Approved

Note Pads with Logo

Imprinted Pencils or Pens

Step 3: Develop Marketing Calendar

Dates

Functions

Responsibilities

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Marketing Calendar

DEFINE EACH STEP

Method of reaching the prospect – personal, email or mail

Prepared message – short concise email, letter or targeted brochure

Schedule of seminars and informational sessions

Deadlines by when specific tasks need to be completed

Who is responsible to complete each task (not always YOU)

Identify Specific Groups

Purchase Leads?

Harvest Emails

Gather Directories

Visit Websites

Personal Resources

Timing is Everything

Allow enough time for Development

Allow time for Printing

Strategic Schedule for Seminars and and Informational sessions

Determine best dates for communication

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Identify method of contact

Introduction letter

Informational brochure

Informational email

Seminars or Information Sessions

Personal phone call or contact

In-Person meeting Appointment

Scheduled

DESIGN

POSTCARD

ORDER

POSTCARDS

MAILED

TO

CLIENTS

RECEIVED

From

PRINTER

Step 4: Develop A Campaign

Identify specific groups

Identify contact method

Coordinate Materials& Dates

Implement Marketing Program

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Step 4: Develop A Campaign

Refine Your Message:

People will tell others that they

came to your seminar or visited

with you,

GOOD or BAD

Make sure that your message is

clear so it speaks to the

issues at hand.

Talk about what is

Important to Them!

Proper Staffing

Must be willing to invest in good staff

people.

Not possible to handle all

these tasks yourself and

still service your clients.

Campaign Sample: Retirement Roadshow

PRIMARY ISSUE:

The State of Ohio changed the

Retirement Rules from

30 to 35 Years

NICHE MARKET:

Public School Teachers within 5 Years of

Retirement

PENDING EVENT

August 1, 2015

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Campaign Sample: Retirement Roadshow

Public school employees

Central location

Convenient dates

Convenient Times

Determine Schedule

School Districts within 30 Mile Radius

Public school employees

Emails and Addresses

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Seminars at centrally located venues that

were easy for attendees to get to.

Country Clubs

Hotels

School District Administration Building

Classrooms on Campus at University

Central locations

We scheduled every Monday and Thursday evening for January and February.

In the U.S., Jan. 19th is

Martin Luther King Day

and all school and state

employees have the day off.

Convenient dates

Single presentations started at 6 PM to insure couples could attend.

At the colleges, we did 4 PM and 6 PM sessions, and many employees came straight from work.

Martin Luther King Holiday – 1 PM, 3 PM and 5 PM – making it easy for people to plan their day.

Convenient Times

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Campaign Development

EMAIL CONTACT

We utilized an email contact service.

Email is compliance approved ahead of time

Sent out at strategic times and dates, so the

prospect is more likely to read them.

Campaign Development

DIRECT MAIL

The seminar brochure is addressed and mailed

directly to each prospect at their school location.

Divided and sent in batches so all brochures did not

reach the school in large piles.

Hopefully no more than 20 per day.

Campaign Development

REGISTRATION: Survey Response Service

Registration Establishes Credibility and Urgency

Link is included in the email

Register without a phone call.

Registrants provide contact info.

Allows us to plan for numbers

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Campaign Development

CONFIRMATIONS:

Registrants received a confirmation email

and post card.

Confirms the location, date

and time of the presentation.

Retirement Roadshow logo

At Sessions: Attendees Receive

A high quality Roadshow information folder

Containing:

My biography, budget sheet

Biggest Mistakes booklet

Sample pension print-out

Note paper, scratch pad, business card and pencil

Discovery Session Coupon

Evaluation form for comments and to request appointment

After Sessions:

Attendees Received:

Thank you e-mail with attached handouts.

Thank you letter for attending, encouraging them to schedule their Free 90 Minute Discovery Session.

Registrants Received:

Registrants who did not attend received a packet in the mail with the booklet, coupon and my contact information.

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Appointments

Schedule an appointment at the seminar

Received confirmation card right there

Reminder call two days before the appointment.

Contacted later, when they requested

Ongoing Contact

With the information received during the registration process, including phone and email.

Make follow-up contacts over the next several months.

Many schedule to meet during the summer.

Mail or email newsletters 5 times per year

Occasionally provide updates on their specific market issue.

Results

2015 Roadshow: January and February

22 Sessions over 14 Dates in 8 Weeks

750 People Registered

600 Attendees

Appointments – Dozens and still counting

Over a 3 Year period I have spoken to 2000 people.

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Differentiate Yourself

No longer good enough to be an

experienced financial planner!

By Targeting a Specific Market

Truly set yourself apart from the rest.

Specialize in these specific clients!

Specific knowledge of your market!

Maintain high confidence!

Continual and consistent message!

Establish excellent referrals!

YOU HAVE THE TOOLS

Today you were given the tools and steps to

develop your own niche market.

Do One Thing when you get home. The sooner

you use these tools, the sooner you will build

your practice towards your ideal clientele.

Be considered the “Go To” person! The expert!

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Conclusion

Step 1: Establish a niche market

Step 2: Develop marketing materials

Step 3: Create a marketing calendar

Step 4: Implement a campaign

Result: Ideal client’s “Go To” person

Carleton HollisterEstablish a Strong Niche Market Presence in

Four Easy Steps

THANK YOU!

HANDOUT

Marketing Calendar for Existing Clients

Holiday Post Cards – 4 touches per year

These four dates are printed on the calendar to make sure they are not forgotten.

Printing Date When cards are ordered from printer

Preparation Date When cards are organized and addressed

Mailing Date When cards are mailed

Email When we send e-cards for those we reach by email

Newsletters – 5 touches per year

We mail newsletters out to our top 125 clients five times per year. We subscribe to a newsletter service that provides a

full color newsletter, complete with my photo, bio and contact information. The articles are all pre-compliance

approved, so my assistant prints the address labels and mails the newsletters when they came in. We also have a version

that we email.

Annual Reviews – 1 to 2 touches per year

We have a defined annual review system. For example, our clients are grouped into review months. At the end of each

month, my assistant prints out letters requesting a review meeting with each client in the defined group. After they have

received their letter, my assistant calls to schedule the review appointment. Over the next week or so, most of the

clients call in and schedule their meeting.