Finding Success in Worksite Marketing: Worksite Marketing Channels

Clients

Finding opportunities among your current clients can be the most efficient point of entry. Review your current client roster. Are there corporate decision makers, CEOs, or CFOs? What about corporate influencers, including HR personnel, managers, executive board members, and union representatives? A happy and satisfied client can make a great recommendation and create a warm lead for a corporate opportunity. Perhaps when looking at your current clients you find several who work at the same company. Consider holding a client education night to discuss current market fluctuations and the long-term history of investing, taxes, and other influencers of long-term wealth accumulation. Clients who have first-hand experience of your teaching and presentation skills can make enthusiastic corporate ambassadors. Employee Financial Education can also be an added benefit for your small-business clients. Building a resume of companies you have worked with, no matter how small, can help you capture bigger opportunities as you expand your marketing efforts.

Human Resource Associations

Human resource personnel are not typically the final decision makers in establishing an in-house employee financial education program. However, they often are responsible for researching, recommending, and performing the due diligence required to bring in an educator. HR associations such as SHRM (Society of Human Resource Manadgers) have local chapters that meet periodically to discuss trends and issues in the HR field. Joining this group can plug you into a network of professionals and possibly provide an opportunity to present either a financial seminar or a course on how to conduct due diligence for prospective employee financial educators.

Phone Campaign

Telemarketing is not a favorite activity for most financial advisors. However, it can be an effective way to build a successful worksite marketing program. Calling can be done by an enthusiastic, well-trained assistant or junior advisor who understands the benefits of financial education to employers and employees. Your representatives should also be able to effectively communicate the value and integrity you will bring as an educator and financial professional. Creating a targeted list of companies and corporations in your area — those with employee groups that match your ideal client target group — can be done in a relatively small amount of time. Researching these companies over the Web, identifying the decision makers, and systematically reaching out to them can bring great results with little financial outlay. Combining calls with an e-mail or direct-mail campaign could increase the effectiveness of your phone campaign.

Direct Mail

Direct mail continues to be one of the fastest ways to get your message out to a large group of targeted prospects. Effective mail campaigns hinge on the list and the offer. Consider carefully the companies you are reaching out to and the needs you can address with your offer — increased productivity, less absenteeism, higher morale, and greater understanding and use of employee benefits are just a few of the benefits that can be highlighted.

Educational

Offering financial education in a college, university, or continuing-education program can help establish your credibility and enable you to introduce and market yourself as a local financial educator. Inviting decision makers to "drop in" on a class, or attend one free of charge, to gauge the effectiveness of the education can firmly establish you as an educator instead of a financial salesperson. Seeing you in action can help launch an ongoing relationship with decision makers and the companies they represent.

Community Organizations

Community organizations, foundations, and nonprofit groups often provide great networking opportunities. Corporate decision makers and small-business owners are commonly involved in community groups and initiatives. These groups are looking for speakers or presenters who will provide information that is valuable to their members. Through their websites or membership chairs, determine the focus of the group, its meeting schedules, and agendas. Let them know what you can provide and offer your assistance as an emergency or last-minute substitute speaker. If the objectives of the group are a good fit for your own interests, join the group — but only if you are sincerely interested. Your participation can increase awareness of your name and your professional image in the community.

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