Lockwood Advisors, Inc. Offers Financial Professionals Guidance on Driving Growth through Seminars and Event Marketing

January 19, 2012

JERSEY CITY, N.J. — Lockwood Advisors, Inc.  (Lockwood), an affiliate of Pershing LLC, a BNY Mellon company, today announced the availability of Seminars and Event Marketing: Creative Ideas to Build and Enhance Relationships, a new guidebook offering financial professionals detailed information for developing successful events to deepen relationships with clients, attract prospects and to build relationships.

Seminars and Event Marketing, developed in collaboration with Impact Communications, Inc., describes how changes in event marketing in recent years now require financial professionals to develop more sophisticated content and unique ways to connect with their target audiences. The guidebook offers suggestions on how to plan and manage different types of events and provides case studies that illustrate successful creative educational, social and community-based events targeting clients, prospects and centers of influence.

Highlights from the guidebook include:

  • Understand Your Audience — Financial professionals should target interesting, friendly people and focus on their interests to determine the best event. They should seek to identify commonalities across their target audience — sports, wine tasting, travel, charitable or civic interests — and target these groups with niche events.
  • Choose the Right Event — While traditional seminars shouldn’t be eliminated, financial professionals are encouraged to consider different types of events such as Town Hall meetings, social gatherings and themed events. The Town Hall meeting format is fast becoming popular and gives participants the satisfaction of interacting, rather than just listening.
  • Be Thoughtful on Venues and Details — Unique venues that suit the event are an important aspect of planning. The setting, smells, sights, sounds, all contribute to the atmosphere that a financial professional can try to evoke and help to set the tone for a memorable and distinctive event.

"Successful financial professionals have to be extremely resourceful, and need to develop highly creative events to target and attract their best clients and prospects," said John Wren, head of business development for Lockwood and director at Pershing.

"Effective events incorporate a unique theme and/or creative content delivered in a more engaging, dynamic way," said Marie Swift, founder and president of Impact Communications. "This guidebook provides practical and relevant guidance on how to create a meaningful client experience through event marketing."

The Seminars and Events guidebook also provides communication templates, detailed planning and process timelines as well as other helpful tools and insights for developing an effective event.


About Pershing

Pershing and its affiliates provide global financial business solutions to advisors, asset managers, broker-dealers, family offices, registered investment advisor firms and wealth managers. A financial services firm located in 23 offices worldwide, Pershing provides business-to-business solutions to clients representing 6 million active investor accounts on the U.S. platform. Pershing affiliates are members of every major U.S. securities exchange, and its international affiliates are members of the Deutsche Börse, Australian Stock Exchange, Irish Stock Exchange, London Stock Exchange and Toronto Stock Exchange. Pershing LLC (member FINRA/NYSE/SIPC) is a BNY Mellon company. Additional information is available on pershing.com, or follow us on Twitter @Pershing.

About BNY Mellon

BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. Whether providing financial services for institutions, corporations or individual investors, BNY Mellon delivers informed investment management and investment services in 35 countries and more than 100 markets. As of June 30, 2016, BNY Mellon had $29.5 trillion in assets under custody and/or administration, and $1.7 trillion in assets under management. BNY Mellon can act as a single point of contact for clients looking to create, trade, hold, manage, service, distribute or restructure investments. BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK). Additional information is available on www.bnymellon.com. Follow us on Twitter @BNYMellon or visit our newsroom at www.bnymellon.com/newsroom for the latest company news.