Campaigns Ideas that Aren't All About You

In the competitive landscape of asset management, it's crucial to create marketing campaigns that focus on your audience rather than just your firm. By shifting the spotlight onto the advisors you work with, you can build stronger relationships, foster loyalty, and create more meaningful connections. This article outlines four innovative campaign ideas that asset managers can use to engage advisors in ways that truly resonate with them.

1. Advisors on the Move

Leverage your data provider to identify advisors who have moved firms and maintain the relationship. Keeping track of these movements allows you to reach out with timely and relevant messages. Congratulate them on their new position and offer support as they transition. This approach not only helps in maintaining the relationship but also positions your firm as a supportive and attentive partner.

2. Advisor Achievements

Make your messaging about the advisors and their accomplishments. Recognize certifications, firm milestones, and awards. Personalized gestures, such as a hand-written note or a special treat, can go a long way in building rapport. This is your chance to make a connection, not a pitch. By celebrating their successes, you show that you value their work and contributions, fostering a deeper bond.

3. Peer Round Tables

You are in a unique position to connect advisors of different sizes, from different regions, and with different specialties. Your database is full of experts in practice management, technology, leadership, and much more. Use this to build case studies to share or, better yet, host virtual events or meet-ups to facilitate connections. Peer round tables provide a platform for advisors to share insights, learn from each other, and build their professional network, with you as the facilitator.

4. Engagement Acceleration

Periods of increased engagement can be a sign of nascent opportunities and a chance to build deeper connections and trust. Use this as an opportunity for direct outreach and introductions to additional contacts within your firm. Tailor your communications to align with their interests and activities, showing that you are attentive and responsive to their needs. This proactive approach can help you capitalize on moments of heightened interest and strengthen the advisor-client relationship.