PLANADVISER - May/June 2018 - 48

marketing mechanics
The
Power of
Hosting
Events
How one advisory firm
built a space to build
its business
S
pectrum Investment Advisors
values visual presentation and
experience. So, when company
President James Marshall committed
to erecting a new, $2 billion building
five years ago, in Mequon, Wisconsin,
it was outfitted with an engaging
meeting space, where plan sponsors
and participants could come attend
seminars, gain insight into the firm's
workings-not to mention, drink a
little coffee.
The inspiration for this marketing
model was sparked in 1993, Marshall
says, when Spectrum hosted its first
golf outing at Trappers Turn Golf Club
in Wisconsin Dells.
Then, in 2005, a customer suggestion
added further inspiration. The
customer was the Wisconsin Institute
of Certified Public Accountants
(WICPA), and Spectrum had advised
its retirement plan since 1988. " It
like[d] our patented Spectrum Investor
Communication Process, " Marshall says. " We use color-coded
communication materials to educate participants about how
to select and monitor investment options. In 2005, [the CPAs]
came to us and said we were so good at educating people
about investing, we should be hosting a seminar. "
That educational seminar is now held every year, in
Milwaukee, the third week of June; it averages 240 attendees,
primarily plan sponsors and prospects. Last year, Fred Reisch
of Drinker, Biddle & Reath LLP spoke. " He told us, 'I only
know of four or five advisers in the country who could hold
a seminar and attract this many people,' " Marshall recalls.
The seminar always features an Employee Retirement
Income Security Act (ERISA) attorney, an economist and
a motivational speaker-a recent one being decorated U.S.
military veteran Keni Thomas, author of " Blackhawk Down. "
" I would say we've gotten one-third of our business
from these seminars, " Marshall says. " What it does for us is
attract new customers and solidify the customers we have.
They see that we go out of the way to educate our clients. "
Another Good Suggestion
Still, aware that there were 22 retirement plan adviser
specialists within a 2-mile radius of his company, Marshall
felt he needed to do something more to make it stand out.
After reading " Clued In: How to Keep Customers Coming
Back Again and Again " by Lewis Carbone, Marshall says he
48 | planadviser.com may-june 2018 Art by Andrea D'Aquino

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PLANADVISER - May/June 2018

Table of Contents for the Digital Edition of PLANADVISER - May/June 2018

Key Partnerships
Clean Shares' Popularity
The Retirement Purse
The Power of Hosting Events
A New Best Interest Model
Limited Liability of a Trustee
Rollover Recommendations
PLANADVISER - May/June 2018 - C1
PLANADVISER - May/June 2018 - FC1
PLANADVISER - May/June 2018 - FC2
PLANADVISER - May/June 2018 - C2
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PLANADVISER - May/June 2018 - 34
PLANADVISER - May/June 2018 - 35
PLANADVISER - May/June 2018 - Key Partnerships
PLANADVISER - May/June 2018 - 37
PLANADVISER - May/June 2018 - 38
PLANADVISER - May/June 2018 - 39
PLANADVISER - May/June 2018 - 40
PLANADVISER - May/June 2018 - 41
PLANADVISER - May/June 2018 - Clean Shares' Popularity
PLANADVISER - May/June 2018 - 43
PLANADVISER - May/June 2018 - The Retirement Purse
PLANADVISER - May/June 2018 - 45
PLANADVISER - May/June 2018 - 46
PLANADVISER - May/June 2018 - 47
PLANADVISER - May/June 2018 - The Power of Hosting Events
PLANADVISER - May/June 2018 - 49
PLANADVISER - May/June 2018 - A New Best Interest Model
PLANADVISER - May/June 2018 - Limited Liability of a Trustee
PLANADVISER - May/June 2018 - Rollover Recommendations
PLANADVISER - May/June 2018 - C3
PLANADVISER - May/June 2018 - C4
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