"Nightly Pricing Service Mutual Funds"
CENTER FOR DUE DILIGENCE P.O. Box 8 Western Springs, Illinois 60558 (630) 662-0284 Fax (630) 662-0286 E-mail: CFDD@401kduediligence.com Web: http://www.401kduediligence.com Date: August 23, 2007 To: Exhibitors & Providers Subject: Conference Sponsorships & Smart Marketing From: CFDD The non-conflicted CFDD has always been more focused on accomplished retirement advisors than any other service provider and our brand continues to grow. The “advisor-centric” approach has allowed the CFDD’s Advisor Conference to become the premier industry event and it is an excellent venue for sponsorship opportunities. Marketing to over 1,000 retirement specialists in one location is both smart marketing and cost effective. When carefully selected and executed effectively, sponsorships can enlarge an exhibitor’s footprint. The ROI on sponsorship investing can also be significant and the payback time is often less than one month. Unlike other hosts, the CFDD does not bundle exhibition packages with sponsorships, i.e., sponsorships are billed separately and are not part of the exhibition package. ___________________________ SMART MARKETING & SPONSORSHIPS There are always exceptions, but many exhibitors fail to use their resources effectively or maximize their conference presence. In short, most companies don’t think about exhibiting effectively. The industry is overloaded with hype and too many “must attend” conferences. Few agendas are fresh, many are viewed as similar and conference hosts often target rookies & generalists. Many conference hosts also lack strategy to drive traffic to the exhibition area. Time and money are precious resources in a maturing industry and they must be managed more effectively. In addition to developing goals, objectives and strategy, exhibitors should plan ahead, manage their conference budget, allocate resources wisely and commit to conferences that offer the most opportunity. Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 2 The CFDD’s Advisor Conference continues to grow and we attract more accomplished advisors than any other event, but industry conferences are faltering. Like designations, industry conferences are also in need of consolidation. As a result, exhibitors should reevaluate the usefulness of participating in specific events rather than migrating back to the same conferences every year. In addition to rethinking their approach to conferences and cutting back on those that are not productive, exhibitors should invest more resources in conferences that are heavily attended by their customers. As a starting point, conferences should meet basic business and sales objectives. Exhibitors must also determine if they want to invest in sponsorships and or host an event. When making these decisions, it is important to acknowledge that a well executed event strategy at the “right” conference is a goal enhancing investment and helps differentiate exhibitors. In addition to conference selection and determining the level of participation, exhibitors should select booth locations carefully and early. When a conference is perceived to be “the” industry event, the property - including the wraparound facilities - should be toured in advance of final booth selection. A double, triple or custom booth should be considered along with a co-sponsorship role. Exhibitors should also leverage other business units along with primary alliance/business partners and encourage them to exhibit as well. Hotel reservations should be made early because in addition to securing a room, it is beneficial to stay in the conference hotel. To maximize networking, exhibitors should also send the right personnel to the conference. Management should develop a clear strategy and team it with a consistent message. Conferences and events are an increasingly important part of overall marketing strategy, but most exhibitors do not have an event strategy. Most exhibitors also fail to deliver a consistent and reinforced message. In short, strategy begins at home, it cannot be outsourced. Exhibitors benefit from enhanced visibility and in addition to participating in the agenda, sponsoring a keynote speaker and hosting meaningful wraparound activity, exhibitors should capitalize on free banner ads. Indeed, free marketing is smart marketing. To maximize exposure and secure a good location on the conference home page, banner ads should be creative and developed early. The banner ad should reinforce the exhibitor’s overall conference role and note the sessions the exhibitor is participating in, wraparound activities, booth number and other sponsored events. Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 3 Exhibitors should use all the complimentary tickets included in their booth package. If additional tickets are available at a meaningful discount, the discounted tickets should be used as a reward or door opener. In short, spending a few days on the golf course - particularly if it is a charity event - is a great way to bond with business partners and distributors. Unlike other conference hosts, the CFDD encourages non-competing wraparound activity. To facilitate off-agenda activity and open new doors, the sales team should scrutinize the attendance list in advance and contact the appropriate registrants. Recruiting opportunities should also be maximized. Exhibitors with a major role should promote their overall conference role with a coordinated, integrated and consistent multi-media approach. Exhibitors should gross up the success of the conference and enhance their own success by using all the marketing tools and resources available to them, including email blasts, direct mail, newsletters, press releases, websites, research and wholesaler word of mouth. Investing in events is the fastest and most cost effective way to reach a qualified audience in a controlled environment. To enhance brand awareness, lead generation, launch new products and shorten the sales cycle, exhibitors should consider sponsorships. ___________________________ CONFERENCE SPONSORSHIPS To maximize value, the CFDD does not offer insignificant sponsorships or compromised handout material. The CFDD’s sponsorships are also priced more competitively than our competitors. The following sponsorships are available for the October 1-3, 2007 Advisor Conference at the Fairmont Scottsdale Princess Resort: ITEM SPONSORSHIP COST Airport/Overflow Hotel Shuttle Open TBD Kick-Off Party McHenry/PlanTools (9/30) Direct costs Hotel Room Keycards Prudential Financial $10,000* Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 4 Room Door Hangers Janus $5,000 Nightly Turn-Down Service Open (10/1) $5,000 per night With Chocolates & Personalized Open (10/2) “ Card Daily Wall Street Journal Delivery Open (10/1) $5,000 per day With Custom Sticker Open (10/2) “ Open (10/3) “ Room Drops Open $1,500 per drop + hotel cost Name Badge Holder 401khelpcenter $7,500 Conference Tote Bags PCS/WisdomTree $15,000* $ 8,000 per co-sponsorship Portfolio Open $12,000* or $ 6,500 per co-sponsorship Pocket Organizer/Day Planner Open $8,000 Executive Pen Open $5,000 Aluminum Business Card Case Open $5,000 Chocolate Business Cards Open $7,000 Leather Luggage Tag Open $8,000 Ball Cap With Suede Visor Open $9,000 Deluxe Polo Shirt Open $15,000 Cyber Cafe Station Federated Investors $7,500 for four units over three days Resource Center ` Open $7,500 Manicure Station Open (10/1) $3,500 per station, per day Open (10/2) “ Massage Station Open (10/1) $4,500 per station, per day Open (10/2) “ Shoe Shine Station Wells Real Estate Funds (10/1) $3,000 per station, per day Julius Baer (10/2) “ Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 5 Coffee Stations (2) Open (9/30) $5,000 per station, per day** PenChecks, Inc (10/1) “ Goldman Sachs (10/2) “ Wells Real Estate Funds (10/1) “ The Bancorp Bank (10/2) “ Open (10/3) “ Mints In Metal Tin Open $3,000 Bottled Water With Label Open $3,000 Desert Spirit Beauty Products With Card: -Sun Care Kit Open $ 8,500 -Cactus Blossom Gift Set Open $15,000 Straw Cowboy Hat With Imprinted Open $ 9,000 Hatband Bandannas With Imprint Open $ 6,000 Breakfast Open (10/1) $7,500 per breakfast*** Open (10/2) “ Open (10/3) “ Lunch Open (10/1) $7,500 per lunch*** Open (10/2) “ Cocktail Parties Ivy Funds (10/1) $7,500 per party*** Mutual of Omaha (10/2) $7,500 per party*** Frozen Margarita Stations (2) Open (10/1) $5,000 per station, per day**** Open (10/2) “ Keynote Sponsorships ING & Diversified (10/3) Direct costs***** Conference CD-ROM Open Custom Charity Golf Event Open See following section. Wraparound Education Sponsorships Open (9/30) See following section. Other Sponsorships Open Custom Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 6 *Includes recognition in opening remarks & hard copy material, two free tickets to the conference and website listing. **Includes recognition in opening remarks & hard copy material, signage and website listing. ***Includes one free ticket to the conference, recognition in opening remarks & hard copy material, signage, website listing and up to five minutes of speaking time during event. Cocktail party sponsors also benefit from custom cocktail napkins with logo. ****Includes recognition in opening remarks & hard copy material, signage, website listing and customized cocktail napkins with logo. *****Includes recognition in opening remarks & hard copy material, website listing and five minutes of speaker introduction time. Keynote speakers may also participate in wraparound events without additional cost. ___________________________ To assist exhibitors with selection, following is a brief description of some of the various sponsorships. Please note, all sponsoring organizations are mentioned during the CFDD’s introductory comments as well as the handout material and signage, where applicable. Sponsorships also include website listings and some include complimentary conference tickets and brief speaking time. The Airport/Overflow Hotel Shuttle is a very visible sponsorship because most registrants would rather not rent cars. When the reservation line is called, it is answered with the name of the event and the sponsor’s name. This generates immediate goodwill and the sign on the side of the shuttle generates additional recognition. First impressions are important and the sponsor’s name, logo and message on the Hotel Room Key Card are a repetitive way to remind registrants of a sponsor’s support. The information must, however, fit on a 2” by 3 ½”card and the artwork must be provided in advance. A Nightly Turn-Down Service with two chocolates and a personalized card would keep the sponsor’s name on the tip of each registrant’s tongue along with the sweet taste of chocolate. (Additional turndowns like cowboy hats, Southwestern edibles and other items are also available). The journal is great company with the first cup of morning coffee. The Daily Wall Street Journal Delivery would of course be affixed with a custom sticker and message like: “Compliments of Your Name.” Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 7 Room Drops and check-in packages are a cost effective and visible way to deliver a personal message, a gift, a resource or all of the above. Name Badge Holders are required for all attendees. This item allows the sponsor’s name and logo to be prominently displayed throughout the conference. The Conference Tote Bags are a premium sponsorship and they welcome each attendee as they register. The high quality bags are embossed with the sponsor’s name, logo and may include an insert. The tote bags are always in demand because they provide a convenient place to organize conference material and remain in use after the conference. The Portfolio is embossed with the sponsor’s logo and it provides immediate recognition because one is inserted in each tote bag. The portfolio is used by registrants to take notes and because it can be refilled, recognition continues on a post-conference basis. The highly popular Cyber Cafe is a premium sponsorship and a high impact way to reach attendees. The cafe allows registrants to stay in touch with their office and the sponsor can both brand and configure the station by customizing the screen savers. The four units will be located in the Salon Princesa room along with a coffee station and other sponsorships like the shoe shine, manicure and massage stations. The Resource Center is well received because the CFDD reaches out to all the vendors in their network and encourages them to share valuable resources, not marketing material, with conference registrants. Sponsors of the Resource Center benefit from signage and by staffing the well positioned location. Meeting Room Coffee Stations are crowded between sessions and sponsors benefit from the traffic via signage, along with imprinted napkins. The Desert Spirit Beauty Products are high quality local fragrances. The products are popular because they are unique and definitely Arizonian. The gift sets are delivered to each hotel room along with a personalized card. The genuinely Southwestern one size fits all Straw Cowboy Hat is one of the hotel’s biggest selling items. Guests love to wear them and the sponsor benefits from the personalized hatband. The Southwestern Bandanna itself is also very popular with guests and can be imprinted for sponsorship purposes. Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 8 In addition to recognition in the conference introduction, print material and signage, sponsors of the Breakfast, Lunch & Cocktail Parties benefit from imprinted napkins. These events are held in the exhibition area and are ideal for networking. Sponsors also benefit from up to five minutes of speaking time during the event and if they are not an exhibitor, a small table/booth will be available in the area before, during and after the event. The table/booth can be used for staffing, handout material and recognition. The Frozen Margarita Stations were a big hit at last year’s conference and over 300 margaritas were served at each station. In addition to general recognition, sponsors benefit from imprinted napkins. Since the Fairmont Princess has a Spanish Colonial theme, sponsors could also dress in Mexican attire and or hire a Mariachi band for additional recognition. Keynote Speaker sponsorships are available at direct costs and they are quite effective. In addition to a five-minute introduction in front of a large audience, the sponsor could benefit from additional recognition because the keynote speakers generally participate in wraparound events, i.e., invitation only dinner, reception, etc., without additional cost. In addition to conference recognition, this sponsorship is a great way to generate interest and attract a premium audience at the wraparound event. ___________________________ CONFERENCE CD-ROM & OTHER CUSTOM SPONSORSHIPS The CD-ROM is a must for conference attendees because it is not possible to attend more than 25% of the sessions. The single conference CD includes the audio portion of all the sessions and all the presentation material in PDF file format. The presentation material is also much easier to print from the disc because it does not require a download or an internet connection. As you might guess, the conference CD-ROM is a custom sponsorship and it could be personalized in many different ways. The sponsor’s logo could go on the front or back of the CD-ROM package. The logo could be imprinted on the disc and the opening page of the CD menu could include a link to the sponsor’s website. A small amount of printed material could also be inserted into the case, i.e., a reply card or a postcard size piece. Additionally, the sponsor could pay a fee and distribute a negotiated number of the CDs without cost to advisors. Alternative CD customization options may be considered. Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 9 The CD-ROM has a longer life than most items/events and over 1,000 were distributed in each of the last two years. For details on the CD-ROM sponsorship and additional custom sponsorship opportunities consistent with the quality of the conference, please contact the CFDD. ___________________________ CHARITY GOLF EVENT The CFDD is proud to announce their first charity golf event, “The John Hancock Charity Golf Outing: Helping Those Who Have Served Us.” The charity golf outing was designed to raise awareness and donations for the Injured Marines Semper Fi Fund. The outing brings the retirement advisor and provider community together to support the injured marines who have served us well. As Title Sponsor, John Hancock has agreed to organize the event on behalf of the CFDD. The Injured Marine Semper Fi Fund provides financial assistance to injured Marines, sailors, members of other service branches injured while assigned to Marine forces and their families. Their goal is to help defray expenses incurred during recovery and rehabilitation. This allows the family to stay focused on their Marine. Be part of this worthy cause by marking your calendar for a 12:00 pm Tee time on Sunday afternoon, September 30, 2007. For more details on sponsorships, donating and registering for the Charity Golf Outing, go to: http://www.greatgolfevents.com/HancockGolf.html Those wishing to make a contribution or be a financial sponsor of the “John Hancock Charity Golf Outing” benefiting the Injured Marines Semper Fi Fund, could also contact Gene Huxhold direct at: Gene Huxhold John Hancock Retirement Services (630) 705 4415 Gene_Huxhold@jhancock.com Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 10 In addition to waiving the conference fees for advisors participating in the agenda, providing a complimentary CD-ROM and a lead generation program, the CFDD will pay the player fees for advisors on the agenda that participate in the charity golf outing. The CFDD will also match all individual advisor contributions on a dollar-for-dollar basis up to $100. In addition to sponsorships, vendor contributions are also encouraged, particularly matching contributions. ___________________________ WRAPAROUND EDUCATION PROGRAM SPONSORSHIPS In addition to CE Credits applicable to the conference agenda, the CFDD will host a new wraparound Education Program tailored specifically for retirement advisors. Many of the top retirement advisors already have a few designations and are burdened with continuing education requirements. However, rather than focus on questionable designations, the Education Program will focus on pertinent retirement plan issues for advisors. The skill set required to be in the retirement plans consulting business is intensifying. To assist RIAs with their technical skills, the Education Program will be centered on Managing Advisor Liability and Operational Compliance. Given recent rulings and the impact on advisors, the status of an ERISA fiduciary will also be discussed. The CFDD hosted education sessions are comprehensive college level type classes. The instructors are experts and they will discuss the topics with intensity and provide actionable takeaways. The program is scheduled from 8:15 a.m. – 4:45 p.m. on Sunday, 9/30/07, in the conference center and it will be promoted/integrated with the conference marketing material. Although sponsorship pricing has not yet been determined, the Education Program is a major sponsorship opportunity. The sponsorship opportunities will be available to all registrants and exhibitors, including credentialing organizations, but a single corporate sponsor would also be welcome. The Sunday Education Program will be a wraparound event, but the conference agenda will include numerous sessions on designations for retirement advisors. The sessions will be populated by various credentialing organizations and advisors holding the designations. Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 11 The survey-based session on: “A Requirement For Credibility & Marketing, But Not Success” should be particularly interesting because it summarizes how advisors really feel about the various credentials. To add additional value, the CFDD’s new website will offer an area dedicated to designation due diligence and direction. The website will also offer an online learning hub applicable to retirement advisory designations. ___________________________ POST-CONFERENCE SPONSORSHIPS The CFDD has entered into an exclusive media sponsorship alliance with InvestmentNews, “the” weekly newspaper for financial advisors. InvestmentNews publishes news on retirement issues, investment trends, estate planning, HNW, retirement income management, regulatory & compliance topics and other related items. InvestmentNews is expanding their commitment to the retirement plans market and many non- retirement specialists are trying to learn more about the market. As you can see, InvestmentNews is a conduit for providers looking to open new doors and broaden their product line for growth purposes. In addition to making exclusive resources available to the CFDD’s network and joint promotion, InvestmentNews will publish a “Post Conference Guide.” The Guide will feature many of the most popular sessions along with photos taken at the conference. The easy to read magazine format will be inserted into a post conference issue of InvestmentNews and reach an audience of 160,000 advisors. As an added benefit, exhibitors will have the opportunity to advertise in the “Post Conference Guide” at discounted rates. Diligent exhibitors will seize the opportunity to get the agenda sessions in which they participated covered in the “Post Conference Guide.” To maximize exposure, exhibitors should also reach out to all members of the press in attendance. As you might guess, the CFDD and their major partners will be running full-page ads in the guide. The ads will express gratitude to those that helped make the conference a success and include information about the next conference. Center for Due Diligence 2007 Advisor Conference: Sponsorships & Smart Marketing Page 12 DEVELOPING A RELATIONSHIP & CO-SPONSORHIP ROLE WITH THE CONFERENCE HOST Like branding, the premier conferences should be looked at as long-term investments. Co- sponsorships and other enhanced roles can pay huge dividends and they may be available with little additional cost. Conference hosts are certainly revenue driven, but the smart ones are also interested in reciprocal relationships that benefit both parties. In other words, relationships that leverage each party add value to attendee experience and promote the conference. Co-sponsorships, alliances and partnerships that benefit all parties are almost irresistible, particularly if the parties are like-minded and have common values. Curiously, few exhibitors attempt to develop a major relationship with the conference host. This shortcoming is easy to fix and something to consider, but exhibitors must be credible and in a position to add value. Like most things in life, relationship development requires common sense, support, reinforcement and mutual respect. Success doesn’t happen by accident and exhibitors would benefit by leveraging successful conferences and expanding their relationship with the host. It’s easy to forget the basics, but promoting the conference, offering valuable resources and delivering a first-class breakout session or wraparound event is a simple way to establish a good rapport with the conference host. Savvy hosts are very receptive to suggestions for improvement and enjoy hearing positive comments about specific sessions, but they don’t like complaints about content or delivery. As noted, exhibitors on the agenda should prepare adequately and avoid canceling at the last minute or being a no-show. Those on the agenda should also deliver their presentation upload within the time period requested, stay focused on the topic and acknowledge their sources of content. The individual breakout sessions should NOT be turned into a commercial. ___________________________ CFDD P.O. Box 8 Western Springs, IL 60558 630 662-0284 630 662-0286 fax CFDD@401kduediligence.com (email) http://www.401kduediligence.com/CFDDconference2007.asp Center for Due Diligence