The 401(k) 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.
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