marketing for hnw clients--creating a plan

WealthEngine

April Rudin, CEO, The Rudin GroupJames Dean, VP, WealthEngine

Today’s Presenter: April Rudin• CEO, The Rudin Group (www.therudingroup.com)

• Providing marketing expertise to firms looking to grow and expand in the high net-worth space. Advise clients on how to differentiate and get noticed by wealthy individuals. Create strategic alliances and successful campaigns.

• More than 20 years of strategic marketing experience– Entrepreneur – Mid-Size Service Firms– Corporate

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Converting Chaos to Calm

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What is Marketing?

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“The Well-Placed Whisper”

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A Viral Marketing Story

James Dean’s Photo

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Connecting the DotsHNW Event

.Arianna Huffington

.Blog Post

.Website

.Meeting

.Webinar

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Manually Creating a Prospect Pipeline

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Value Proposition-Referrals within Network

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Valuation Firm

Real Estate Attorneys Matrimonial

AttorneysT&E Attorneys

Non-profits CPA Firms

The Marketing Plan

1. Narrowly Focused2. Assess & Position to Differentiate3. Rewrite Marketing Strategy–Educate vs. Sell4. Advertise to Educate and Attract5. Establish yourself as an Expert6. Create Referral/Prospect Pipeline7. Utilize a Calendar and Stick to a Plan

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Your HNW Toolbox

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Prospect Pipeline

Relationships with Centers of Influence

Well Placed

Whisper

Word of Mouth

Marketing

Marketing Plan

Existing Client Relationships

Asking for Referrals

HNW Marketing Miscues

• Cold-Calling

• Mass Marketing

• Impersonal/No Relationship

• No Plan/No Focus

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Targeted Client Cultivation

Manual Prospect Pipeline = over 35 Wealth Identification tools

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