We have recently completed some advisor research and are keen to share some of the findings with you.
We spoke to 169 US advisors as part of our Digital Marketing Survey and one of the most interesting things we discovered was this:
91% of advisors said they choose which events to attend on the basis of location
In fact, advisors give location as much weight as brand, topic and date.
In the UK we found that advisors become much less likely to attend an event if they have to travel further than 30 miles. In fact, only around 30% of the 520 UK advisors said they’d do that.
But in the US, while the percentage of advisors who said they’d attend dropped off at 40 and 50 miles, it rose again when asked if they’d travel over 50 miles.
There are two things to point out here. First, we should have increased our distances for our US survey (because US is a bigger country). Second, we think that more advisors are willing to travel further than 50 miles because this turns a car trip into a plane trip – and one to what might be an exciting location, like NY, Miami or Las Vegas.
Whatever the trend, location does affect your clients’ decisions whether to attend your event. And here’s where we can help.
The four-stage events model
14 years of managing email campaigns and promoting roadshows for global investment management groups has led us to develop an effective four-stage events model designed to help you successfully promote your event.
We can help you build an event microsite that can easily show the events closest to the invitee using geolocation services (an IP look-up or Google plug-in) and we can tailor and schedule your invitations depending on attendees’ distance.
Why do we do that? So you can send certain people a tweaked message – something along the lines of ‘even if you can’t make it, we’d love to send you a video’.
This prevents annoying a client by inviting them to an event they’re unlikely to attend. In fact it makes them feel good you’ve considered their position. And it gives them an opportunity to still find out the information they need by watching a video.
We’ve got lots more information to share from our Direct Marketing Survey. Contact a member of our team if you’d like to find out more about how our software and services can help you capitalize on insights – and hold your best-attended events ever.
And read more about our four-stage events model here.