What do you want to happen to your valuables after you die? Estate planning is a subject that usually induces sweaty palms and ruffles feathers. In reality, death is one of the only things in life that is certain. So why wouldn't you want to plan for it?
Our client, Austin Law Firm LLC, recently held an estate planning seminar and we were tasked with the challenge to get bodies in the door. We had all of the resources; a robust email and mailing list, great client testimonials, several vehicles to get the message across...but we knew we would need more (Oh, and did we mention that the seminar was FREE?)
People need an incentive and a call action. Aside from philanthropic endeavors (and requests from your Mom), if someone asks you to do something, you generally aren't going to do it unless you receive a direct benefit.
Several rounds of marketing were created with incentives like "Respond by 9/2 to receive the top ten estate planning mistakes". In order to get these tips you have to "like" the Austin Law Firm Facebook fan page (see how this is all coming together?). Now, not only have we gotten an RSVP to the event, but we've also engaged this person in a conversation online. To add a little extra incentive we included lunch and a free appraisal (coins, flatware, etc.)
These direct marketing tactics increased attendance to the seminar 200% to the firm's prior seminar with only half having coming from the firm's contact list. We were able to show a direct return on all investments.
Next time you want to attract your target market to do something, create an incentive and promote it. Find the right incentive and promotion and you can expect a return like Austin Law Firm's.
View the Top 10 Estate Planning Mistakes
