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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
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