We increasingly have become digital denizens—online retail vs. Stores, Facebook vs. Letters, Google vs. Newspapers—creating this new big wave of personal statistics we charmingly name “Big Data.” Extracting insights and developing finely tuned engagement techniques from all this activity is a holy grail effort for maximum marketers today. With a lot buzz and stress around upgrading our advertising strategies, it’s far well really worth the time to explore this new modern-day blending of advertising and marketing and era and notice how it could be applied to financial offerings and economic guide community engagement strategies, in particular if it happens to include more than one ensures.
Exploring this subject matter has led the Institute for Innovation Development to reach out to economic advisor and seminar advertising expert Mike Thurman, co-founder of White Glove—a virtual advertising enterprise that makes a specialty of planning, managing and selling instructional seminars for monetary advisors, among different enterprise experts. Aside from White Glove’s 100 percent achieved-for-you, turn-key, logistical community engagement approach through academic seminars—completely utilizing virtual marketing—it’s the triple guarantee and precise pricing model the company gives that really is a boldly differentiating price proposition. It makes you surprise what have they uncovered, what do they understand that we don’t and how can they isolate the digital pulse of the monetary hobbies of a network?
Mike Thurman: The magic method changed into an ardor for training and an schooling-targeted seminar – now not selling our enterprise or selling our offerings at a dinner seminar, which become the enterprise popular. The dinner seminar may be powerful, but my cousin and fellow White Glove co-founder, Dean Thurman, and I sincerely had a passion for coaching the public about crucial subjects associated with retirement. So, we decided to host our seminars at academic-focused places, inclusive of libraries and network centers, versus eating places. Our seminars have been a hundred percent centered on instructing and informing the public—no longer promoting ourselves or our economic practice. We determined this approach to be a lot more powerful in helping us build relationships with network participants who wanted sound monetary advice and retirement techniques…no longer folks that just confirmed up for a free meal.
Hortz: At what factor did you start experimenting with digital advertising and marketing and what changed into the catalyst or experience you had that led you solely in this course?
Thurman: The strategy I outlined above labored for decades, but it started out to grow to be very bulky for me, Dean and our economic exercise team to coordinate these kinds of seminars. We have been using the conventional “pay and pray” method of spending hundreds of dollars on print mailers and working with a mail house to send out the one’s mailers. We began to note fewer humans have been showing up on the seminars, or they weren’t a match for us to help with retirement planning. Also, more regularly than I would love to admit, we screwed up via putting the wrong date or cope with on a mailer—so we were out of success (and out numerous cash!) whilst we made a mistake like that and no person showed up. Dean and I knew there needed to be a better manner, and we believed virtual marketing turned into the catalyst to that better manner. In 2015, we decided to place virtual advertising to the test by using exclusively using digital ads to marketplace a seminar. It labored—and we have been amazed. We commenced building out a marketing strategy from there on how to completely flip the “vintage school” seminar marketing model on its head. We hosted our first Social Security seminar for an guide client in September 2015, and our corporation has exploded in growth when you consider that then.
Hortz: What have you ever found out approximately this audience you’re finding via this virtual technique?
Thurman: The one factor we’ve learned over the last 3.Five years is that this target market desires to be educated on important economic topics—like techniques for claiming Social Security blessings, how to please prepare for aa success retirement and how to potentially lessen taxes in retirement. Many people have acquired bad recommendation, or no advice, within the beyond. They an increasing number of have been going on-line actively looking for depending on assets to assist them to parent out these complex topics. That’s the challenge of White Glove—to locate monetary advisors who have the understanding the public wishes and who share our vision of an training-oriented seminar delivery gadget where they are able to teach, suggest and seek advice from.
Hortz: What are the three guarantees that you offer and the way are you’re capable of providing those guarantees? What attributes for your self-belief and pricing method?
Thurman: When Dean and I had been constructing the business model for White Glove, we knew we wanted to offer our customers a assure. We built White Glove to deliver the entirety we wished we had whilst we have been web hosting those seminars…and a assure turned into on the top of the list. Especially as our positive results have been regular and repeatable, we’re capable of providing triple assured academic seminars—assured registrations, assured attendees and assured achievement.