Video Works Well to Attract New 401(k) Clients, If…
401(k) Specialist discusses with Alan Gross of GSM Marketing LLC ‘Make your personality shine through’ is just one element of a successful shoot when looking to connect with sponsors and participants.
At the Excel 401k Conference in Las Vegas, John Sullivan of 401k Specialist interviews Alan Gross from GSM Marketing about the power and strategy behind using video effectively in the retirement plan industry. Gross emphasizes that video, when executed well, can be far more compelling than written content. He advises professionals to be concise—“get in, get to the point, get out”—while ensuring their personality, brand, and message come through clearly.
📌 Key Quote: “Marketing sets the table for sales… Neither works well in a vacuum.”
Video serves not just as a tool for information, but as a medium to showcase expertise and differentiate oneself from the competition. It’s especially effective because people prefer watching over reading, and video content integrates well with both social media and email campaigns.
Gross also highlights the importance of collaboration between marketing and sales. He introduces a partnership with Acceleration Retirement, which provides a full suite of marketing and sales consulting services under one roof. This integrated approach avoids fragmented efforts and ensures that all messaging—from web design to SEO and video—is aligned and effective.
With more than 20 years serving financial markets, John Sullivan is the former editor-in-chief of 401(k) Specialist and 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. Experienced financial services content executive specializing in creative new media delivery. He joined the American Retirement Association in 2023 as Chief Content Officer, overseeing communications for the organization, as well as its sister organizations.
