The marketing expert explains why it’s so important.
The video titled “2018 Fi360 Conference – Rebecca Hourihan, 401(k) Marketing” features an interview with Rebecca Hourihan conducted by John Sullivan at the FI 360 conference in San Diego. Here’s a summary of the video:
Key Points:
- Discussion:
- Participant Journey:
- Rebecca emphasizes the importance of advisors stepping into the shoes of plan sponsor decision-makers to understand their journey through the sales process.
- Rebecca highlights the need for effective first impressions through websites, business cards, and brochures.
- The discussion touches on maintaining engagement through long sales cycles typical in the retirement plan space, using strategies like nurturing leads and consistent communication.
- Procedural Tips:
- Rebecca provides tips for advisors on how to consume and disseminate information, suggesting the use of infographics, blogs, tweets, social media, and videos.
- She encourages advisors to understand their clients’ preferred methods of information consumption.
- Participant Journey:
- Advisors’ Reception:
- Rebecca notes that financial advisors, often seen as traditional, need to adapt to changing times and embrace technology and content to stay relevant.
With more than 20 years serving financial markets, John Sullivan is the former editor-in-chief of Investment Advisor magazine and retirement editor of ThinkAdvisor.com. Sullivan is also the former editor of Boomer Market Advisor and Bank Advisor magazines, and has a background in the insurance and investment industries in addition to his journalism roots.
