LIGHT A FIRE THIS FALL: FOUR MARKETING TIPS TO KICKSTART SEPTEMBER

As the summer winds down and the school year begins, wealth advisors have a unique opportunity to recalibrate their marketing strategies. Transitioning from the relaxed, happy-go-lucky days of summer to the structured routine of fall, this is the perfect time to set the stage for success in the coming seasons. Here are four strategic marketing tips to help you lay the groundwork for growth and client engagement over the next six to nine months.

Revisit and Refresh Your Marketing Plan

The end of summer is an ideal time to reflect on the goals set at the beginning of the year. This season of change offers a moment to dust off your business plan and refresh your marketing strategy. Take a closer look at your progress, reassess your objectives, and adjust where necessary. This process realigns your efforts with your annual goals and reenergizes your approach for the final quarter. By revisiting your marketing plan, you ensure that your strategies and investments are still relevant and that you're on track to meet your year-end targets.

Plan Your Seasonal and Holiday Gifting

Before we know it, the holiday season will be upon us, and now is the time to start thinking about your client gifting strategy. Preordering gifts early allows you to take advantage of supplier discounts, ensuring your budget goes further. Consider segmenting your clients to determine the value and type of gifts that resonate most. In addition, now is a great time to think about supporting women-owned, Black-owned, and Indigenous-owned businesses when sourcing gifts. Choosing diverse suppliers spreads the wealth and reflects a commitment to diversity and inclusion through meaningful action.

Prepare Your End-of-Year Calendar Mail-Drop

As the new year approaches, a thoughtful gesture that clients appreciate is the annual calendar mail-drop. Whether you choose to send a Jewish calendar (Rosh Hashanah begins on 15 September 2024), a standard Gregorian calendar, or a Lunar New Year calendar (Lunar New Year starts on 10 February 2024), this touchpoint can serve as a subtle reminder of your ongoing relationship. Planning this mail-drop now ensures that your calendars are printed, personalized, and ready to be sent out well before the rush of the holiday season.

Host a Fall or Winter Appreciation Event

Events are a powerful way to strengthen client relationships, and the cooler months offer a range of options for hosting memorable experiences. Consider planning a fall or winter event that appeals to the entire family. Booking out a local cinema for a movie night or organizing a day at an arcade, bowling alley, or a family-friendly venue can create a relaxed atmosphere for clients to enjoy themselves and connect with you outside the usual business setting. These events show appreciation and foster a more profound sense of community among your clients.

Develop Key Milestones for Next Year's Growth

As you execute your strategies for the remainder of this year, it's also wise to start laying the groundwork for growth in the new year. Use this time in advance to identify critical areas of service expansion or opportunities for improved client experiences (for instance, getting ahead of annual reviews or family meetings). Whether through enhanced digital efforts, new client acquisition strategies, or refining your existing services, having a forward-thinking approach ensures that you're not just reacting to your current circumstances but actively shaping your future success.

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By taking steps like these now, you can align your marketing strategies most effectively with your long-term goals and time them appropriately to enable delivery and results in the medium term.

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