How to qualify in ads?

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Jul 31, 2007 2:19 pm

I'm thinking about advertising for a prospect event.  I am hoping to attract people with a certain amount of wealth.  How do I do an initial screening in my ad?


Blunt statements like "For clients with $500K networth" or "$200K portfolio" seems distasteful.  Any thoughts?

Jul 31, 2007 3:03 pm

I dont think that comment is distasteful. You are looking to generate interest from a select group of people. People with money understand that. They dont want to come to an event when they have $8MM at Northern Trust and have to listen to some guy who has $45K at Schwab pose ridiculous, elementary questions...


And you dont want that as well. Better to have your event perceived as "exclusive" than the opposite in my opinion..

Jul 31, 2007 3:17 pm

Thanks for your feedback.


I'll be placing this ad in the city's main paper (unfortunately there is no more targeted media), so I'm expecting like 95% of the readers don't meet my criteria.  Hence I was trying to be a little cautious about the impression of the ad.


So would you use those exact wording??  I tried to look up other RIA firm's event advertisements for reference, but have not found any.

Jul 31, 2007 3:41 pm

"So would you use those exact wording??"


Nothing personal, but have someone else write it for you.

Jul 31, 2007 3:59 pm

Why dont you forget about the mass circulation of the city's main paper, and focus in on a couple neighborhood daily's or weekly's to your intended target areas. You will probably get better exposure and the ad price will be less....

Jul 31, 2007 7:55 pm

So, how do you qualify the attendees?


If you advertise that attendees must have a minimum net worth of $1MM (or whatever), you might have nonqualified party crashers hoping to be spotted at such an event - just for the perceived "status".


Jul 31, 2007 8:21 pm

Indicate in your ad that 'you service clients with at least $500M investible net worth.' Then say something about 'interested attendees that meet our client requirements' or whatever, are welcome to register.... Have them register with a phone call. When the call comes in, qualify them at that time. You might only end up with one or two attendees, but you know what they have to invest!



Good luck!

Jul 31, 2007 8:28 pm
bluestar:

I'm thinking about advertising for a prospect event.  I am hoping to attract people with a certain amount of wealth.  How do I do an initial screening in my ad?


Blunt statements like "For clients with $500K networth" or "$200K portfolio" seems distasteful.  Any thoughts?



You may want to add a statement that says "No Black People."

Jul 31, 2007 9:32 pm
Bobby Hull:

You may want to add a statement that says "No Black People."


What if they have over a mil?

Jul 31, 2007 9:41 pm

Have two separate seminars, and put your requirements right out there. Then wait for the legal action.



Alternately, you can try to qualify the people over the phone (after you've indicated the net worth/asset requirements). If you get a sense that the seminar might not be the right fit, tell them so. Maybe it's better you offer to take them to lunch and have a one-on-one anyway.



Jul 31, 2007 9:49 pm
Ferris Bueller:
Bobby Hull:

You may want to add a statement that says "No Black People."


What if they have over a mil?



"No Black People" 

Aug 1, 2007 5:52 pm

Aug 1, 2007 7:29 pm
Bobby Hull:
Ferris Bueller:
Bobby Hull:

You may want to add a statement that says "No Black People."


What if they have over a mil?



"No Black People" 



What if Oprah and Michael Jordan wanted to attend?