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April 2009
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CLIENT
SOLUTIONS
SABRINA WINTERS CHOOSES A BRANDED SOLUTION
Integrate your marketing, build campaigns around one, big idea and
add excitement through themed promotions. These strategies, incorporated
into our Mother's
Day campaign for women, spell success in bad times, and good times,
too!
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BUILDING A STRONG BRAND IMAGE WITH WOMEN
Marketing budgets everywhere are feeling the
pinch of tough economic times. While it always makes good economic sense
to to make every marketing dollar work hard, now is the time to make
strategic moves that pay big dividends. This is precisely what Sabrina
Winters of Charlotte, North Carolina did when she purchased the bundled
workshop and brochure package,
Marketing to Women. Her package included
the workshop on "Women, Money & The Law," and the companion
ready-to-print brochure, "Women & The Law," (see left).
Sabrina wisely chose to have the brochure
customized with her law firm's color scheme and logo. This integrates
her marketing and reinforces her brand to the valuable women's market, a
strategy recommended by top marketing professionals. In fact,
integration is one of the key success strategies for a recession,
according to a recent Advertising Age article,
"10 Principles for
Bad Times that Work in Good Times, Too."
INTEGRATE MARKETING. Even in bad times,
smart marketers know how to increase market share and position
themselves for the recovery. Integrate your campaigns to connect
with consumers ... Build
campaigns around one, big, central idea -- and push the same message
through all the marketing "pipes." ... Recognize the need to deliver value, and
don't depend on price cutting alone. Where possible, add value and
excitement through themed sales promotions. When executed right,
they will help you maintain a price point, drive consumer behavior
and increase market share.
When Sabrina contacted us, she already had a
branded image working for her and a professional website. We were happy
to incorporate that branding into her brochure, a move that adds value
both to her brand and to her new marketing message for women. Other ways
to build on that strategy would include
targeted direct-mail
designed to pull to a fun, themed workshop event AND to her website,
where we could add market-specific content, workshop registration and
lead-capture utilizing Sabrina's e-newsletter. These kinds of
comprehensive, integrated strategies help you get the most from your
marketing investment.
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PRACTICE
MANAGEMENT
Recession Strategy: Focus Your Efforts on Key Markets
We have packaged everything you need to
begin a year-round marketing campaign focused on women. Components
include the workshop, Women, Money & the Law; companion brochure,
Women & the Law; a comprehensive promotions guide, a three-wave
direct-mail postcard campaign and follow-up, and even an online
component for promotion, online registration and ongoing drip marketing.
P.S. -- Don't think you have time to pull
this off before Mother's Day? Marketing to women is a year-round
endeavor. We put this campaign together as a jump-start idea only. Let
us know when you want to get started, and we will design a program to
suit your needs! Give James a call now at 1-877-352-2021, ext. 0 to get
started!
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FOCUS YOUR EFFORTS ON KEY MARKETS
MARKETING TO WOMEN
Over the past
few weeks, we've seen a few hopeful economic indicators that we may be
at or near the worst of the recession, and ready to start turning the
corner. Of course, no one really knows for sure. No question times are
still tough and budgets are still tight. Another of the "10 Principles"
from that Advertising Age article (see above) rings especially
true for estate and elder law attorneys:
FOCUS
EFFORTS. Not all companies/brands will survive this recession.
Get back to basics and focus on your core business. Concentrate
your efforts on product lines and brands that tie into major
industry trends and offer both short- and long-term potential.
By emphasizing the right products, at the right price, with the
right marketing support, you will create a competitive advantage.
(Philip H. Geier, Jr., former chairman-CEO of Interpublic Group)
Focusing your
efforts to tap major industry trends with both short- and long-term
potential is a savvy marketing strategy. But, how can you effectively
(and affordably) put this strategy to work in your practice?
Market to
Women
Women not only control 60% of the wealth in this country, they not only
make 80% of the buying decisions, but they are the ones most likely to
be centrally involved in a multi-generational transfer of wealth! Target
women "of a certain age." By that, I mean those women in the "sandwich
generation" between the ages of 45 and 65. They have come into an amount
of their own wealth, are frequently responsible for the care of their
parents (and their wealth), are still active and influential in their
adult-children's lives, and are looking toward a future for their
grandchildren. This is the "sweet spot" for estate planning marketing.
What Works
in Marketing to Women?
Women respond best to marketing that taps into their social networks.
This is why I am so excited about our
Mother's Day
promotion. With this unique campaign, you should be targeting that
50-something woman, encouraging her to bring her own mother and adult
daughter (or niece, or girlfriend). Provide a social environment, tap
into her social network. Make it fun. Partner with others who are
targeting women -- such as upscale health clubs and spas, upscale
retailers, salons. Choose your venue wisely, target your message, make
it relevant and let women socialize. This is a strategy proven to work
for women!
How Can IMS
Help You Succeed?
First, we have packaged everything you need -- including your
workshop,
brochure,
promotions guide,
direct-mail postcard campaign and
follow-up,
and even an
online component for promotion, online registration and follow-up.
Second, we have
recorded a free webinar that
will give you great insight, spark ideas, and could also serve as a
terrific joint-educational program -- download the program and share it
with your referral sources, just in case they need some encouragement to
target this market.
Get Your
Message Out To Your Target Market
We have professionally-designed a series of
three
promotional postcards, and another set of three follow-up postcards
targeting women.
The quality of
these postcards will make a huge impression on the women who receive
them. See for yourself and request a
FREE SAMPLE postcard
mailed directly to you.
Hire us to help
implement your campaign to women (whether during the month of May or
beyond), and we will customize these powerful mailings, zero-in on the
most appropriate lists for your practice, and ensure prompt, efficient
follow-up so opportunities never slip away!
To learn more,
visit our website:
http://www.estateplanningpartners.com, or call James at
1-877-352-2021, ext. 0.
P.S. -- Don't
think you have time to pull this off before Mother's Day? Marketing to
women is a year-round endeavor. We put this campaign together as a
jump-start idea only. Let us know when you want to get started, and we
will design a program to suit your needs! Give James a call now at
1-877-352-2021, ext. 0 to get started!
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MARKETING
TIPS
Think Outside the (Outdated) Box
While building referral relationships is one
strategy for practice development, it is not the only strategy. The time
has come to move beyond that one-horse concept to a more comprehensive
one. Especially if you want to reach women -- for whom trust,
communication and customer service are the highest priorities, and among
whom financial advisors rate very low on all of the above. |
start thinking outside the box
financial advisors: to partner or not?
Joint marketing with financial advisors is a
tried-and-true strategy that worked for many estate and elder law
attorneys throughout the boom years ... and may require re-thinking
today amid banking bail-outs, bonus scandals, crashing Wall Street, and
disappearing retirement portfolios. The financial industry has taken a
huge hit in terms of public opinion, trust and credibility. It may be
time to consider adopting marketing strategies that do not necessarily
involve financial advisors. In fact, now may be the time to
differentiate yourself from the financial industry.
This is a new
day, a new economy, and for many of you, a new marketing strategy.
While building
referral relationships is one strategy for practice development, it is
not the only strategy. The time has come to move beyond that one-horse
concept to a more comprehensive one. Especially if you want to reach
women -- for whom trust, communication and customer service are the
highest priorities, and among whom financial advisors rate very low on
all of the above.
Older women,
those around age 50, are the "sweet spot" for marketing estate planning
services. They are the "sandwich" generation -- they have come into
their own, so to speak. They have wisdom, knowledge and experience. They
have their own wealth, their own businesses, and they are frequently
also responsible for their parents, involved in the lives of their
children, and looking toward a future for their grandchildren. Win her
heart, and you have won access to four generations and the opportunity
to manage generational wealth transfer.
Messages that
resonate with women in this category revolve around wellness, being fit
& active, being financially savvy and responsible, and nurturing
relationships. These women are keenly interested in maintaining
independence, choice, dignity and preserving wealth for themselves and
their families. They are responsible for helping their parents do the
same, and often need help in getting that message across to the "older"
generation. They are determined not to persist in the "no money talk"
that they grew up with, and want to be sure their adult children are
well-informed. Our Mother's Day marketing campaign taps into this
knowledge, focuses on this woman, and invites her to bring her mother,
daughter, niece or girlfriend to this social event. We encourage you to
select the venue wisely and to partner with others who are already
targeting this audience, such as upscale retailers, health clubs, spas,
salons, and travel agencies. Bringing in a few "goodies," such as free
chair massage or samples of moisturizer, etc., would make the event more
fun.
This is an
opportunity that truly does not require a financial partner. Instead,
turn to IMS as your marketing partner. We will work with you to target
your mailing lists, give you professional design, handle your mailings
and even ensure prompt follow-up. All at a very reasonable cost that
should ensure a substantial return on your investment.
This is not
meant to disparage financial advisors, nor to imply that you should not
continue to work together, but rather to suggest it may be time to start
thinking outside of an outdated box, given the current public sentiment
toward the financial industry.
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SERVICE
SPOTLIGHT
Professionally-Designed Direct Mail Marketing
Click the image above to request a FREE
SAMPLE of one of our full-color, Jumbo-sized postcards. |
targeted lists & direct mail post cards
We can get your message out to your audience
with a professionally-designed three-wave postcard mailing! We offer one
of the largest (more than 110,000,000 households nationwide) and most
accurate consumer list services available. Our records are compiled by
one of the nation's premier data providers--and tested, cleansed and
combined to create the most accurate and comprehensive repository of
consumer marketing information available. Our records also comply with
strict legal and ethical considerations, including strict adherence to
both state and national privacy laws affecting data compilation.
We can select
your consumer audience by:
We also can tap
into the lucrative market of women business owners! We can provide lists
for everyone from non-profits to government agencies, manufacturers to
retailers and franchises to financial services.
Our business
lists:
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Are 95%
deliverable
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Are
compiled from nation-wide sources
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Can be
based on demographics, such as ethnicity, employee size, sales
volume and more
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Include
16.8 million records
With our
guidance, you can get a laser-focus to your list, narrowing it based on
a number of factors, to include:
It makes good
sense to let the professionals at handle your direct-mail marketing
campaigns, and turn your own energies (and those of your staff) toward
better serving your clients (and making more money!).
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COMPANY
NEWS
IMS
Branching Out to Better Serve New England
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IMS BRANCHING OUT TO BETTER SERVE NEW ENGLAND
ESTATE AND
ELDER LAW ATTORNEYS
Jennifer Campbell, VP/CEO
Integrity Marketing Solutions
I have a happy
announcement to make. I am engaged to be married! I met a wonderful
"Yankee" writer while running my half-marathon last October. We will be
married on October 17, 2009. And yes, I will be changing my name from
Jennifer Campbell to Jennifer Goddard.
Now, some of
you may be wondering, how does this affect me? And why announce it here?
Well, as it turns out, his "dowery" so to speak, includes a lovely
Connecticut home near Hartford. Also (by Kansas standards) near New York
City, Boston and all points East of the Mississippi. (ha ha!) We will be
splitting time between Connecticut & Kansas, which opens up
possibilities for us to better serve our New England-based clients.
I have spoken
in the past to the New England Estate Planning Association, and would be
available to do so again now. Also, if you are a member of a group in
need of a speaker, or would like to discuss planning a workshop, seminar
or firm retreat, please let me know. Finally, while it has been
cost-prohibitive for me to do on-site consulting with you East-Coasters,
it now could be done in a much more cost-effective manner.
So -- if you
are in New England and would like to discuss on-site consulting,
speaking, or workshops, please drop me a line at
jennifer@estateplanningpartners.com or call me at 1-877-352-2021,
ext. 3.
And, I am still
"Jennifer Campbell" until October 17, when I will happily start signing
off as "Jennifer Goddard."
Thanks! And I
look forward to working more closely with those of you in New England!
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We are committed to
excellence in the estate planning profession, and we want to be your
trusted Estate Planning Partner.
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