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This is part four of a ten part series on marketing an RIA. Read A Marketing Guide for RIAsfor a full overview. To view the installments in this series, select “RIA Marketing Guide” in the left margin.
By now, you should have completed the first three steps of the marketing process: 1) Pick a niche market; 2) Create a message; and 3) Develop a website. Now it is time to begin creating your marketing collateral.
There is no hard-and-fast rule about which types of marketing collateral you should have. In the past, it was generally accepted that brochures were a requirement. With the increase in popularity of the internet and websites, that is no longer the case. Customize your marketing collateral to meet your firm’s specific needs. As you determine the type of marketing collateral you need, keep these questions in mind:
- Do you want to print collateral in-house or outsource it to a printer?
- How many copies will you distribute in a year?
- How often do you plan on updating the content?
- How do you plan on distributing the collateral (e.g. in person, via mail, electronically)?
The checklist below provides you with a comprehensive list of all the collateral you might need. Review the list and check the boxes for the items you will produce for your firm.
Marketing Collateral Checklist |
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[x] |
Item |
Description |
Considerations |
[ ] |
Brochure |
Printed brochure that details the firm’s value, ideal clients, history, services and approach. |
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[ ] |
Firm Summary |
One page sheet that summarizes the firm’s value, ideal clients, history, services, and approach. |
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[ ] |
Service Sheets |
One page sheet that summarizes all of the firm’s services, or one sheet that details each service separately. |
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[ ] |
Professional Bios |
One page sheet which includes the bio, headshot, designations, experience, education and contact information for each principal, advisor, and key employee of the firm. |
|
[ ] |
Pocket Folder |
A two pocket folder printed with your logo and brand identity to be used in conjunction with the marketing sheets. |
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[ ] |
PowerPoint Template |
A presentation template consisting of a cover page and at least one content page to be used in client meetings or for large group presentations. |
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[ ] |
Pitch Book |
PowerPoint presentation with predesigned slides to use in client meetings that highlight firm value, history, services investment philosophy and process. |
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[ ] |
Newsletter |
A print newsletter template can be used periodically to update clients, prospects and centers of influence with educational articles, economic updates and firm news. |
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