Nice pens, trailmix buffets and impressions of Lincoln (Financial Group)
Four score and seven spiels ago…
The airy Paris Ballroom of Philly’s swanky Sofitel Hotel served as the setting for Lincoln Financial Group’s 2015 East Coast Roundtable—a gathering of retirement plan consultants and experts eager to discuss their insights and ideas.
There we were, the faithful marketing team of an independent retirement plan advisory, in a ballroom full of financial service professionals from around the east coast. Our retainer/invitee brought us to learn more about the turbulent world of retirement plans and to soak up the eminent words of retirement plan sales guru and pundit, Ann Schleck.
It worked. Aside from Ms Schleck’s invaluable marketing insights and strategies, her spiral-bound 50 Retirement Sales Ideas handout booklet and the most lavish pen I’ve ever been given, there was much to take away from the event.
Lincoln (1) National Corporation’s 2015 Roundtable (Lincoln Financial Group is the marketing name for LNC and its subsidiaries) was in itself a well-executed marketing move. The company sought to convey what proverbial “added-value” they had to offer when choosing to begin a professional relationship with them.
I cringe a little inside whenever I read the words printed in sales literature. However, “added-value” is quite persuasive when presented in the form of giveaways, like relevant legislative updates (2), a handy-dandy marketing ideas booklet, handsome office supplies and a make-your-own-trailmix buffet (3).
Our host let us experience what “added-value” they offered—way better than reading buzzwords off a scope of services menu (4). Lincoln’s “added-value” was high-quality, practical and therefore valuable to their audience.
My favorite takeaway from the event (besides the heavy pen, and the trailmix buffet…and the stylish spot UV coated notebook) had to be Ann Schleck’s presentation. Just about every roundtable attendee we spoke with at lunch with seemed most excited to hear what she had to say, or at least knew who she was.
Like a live band saving its most memorable hit for last, so did Lincoln Financial save Ms Schleck for their finale. No doubt the crowd would’ve cheered encore had there been alcohol served. Her speech, titled 50 Retirement Sales Ideas, was accompanied by an attractive spiral bound booklet. Each page from the booklet mirrored one slide in her presentation, making following along and annotating a breeze. Although Ms Schleck didn’t have time to review each idea (to the dismay of many), the ones she did cover were detailed in great depth and with refreshing simplicity. Financial jargon was kept to a minimum, and most importantly, the booklet was full of ideas completely transferable to promoting entirely unrelated industries.
This was tremendously beneficial, especially for a marketing professional with clients outside the realm of financial service. The booklet was cleanly designed and contained foundational (and completely actionable) marketing lessons. These included establishing sales frameworks, formalizing sales processes, managing pipelines, positioning “brand story” and building sales collateral.
The booklet did not contain anything particularly groundbreaking, but it was a very valuable reference for a giveaway especially for those looking to (re)sharpen their sales skills with fundamentals. Our host’s free pens and notebooks proved immediately useful as well, as many notes were taken during Ms Schleck’s speech and the event throughout.
We weren’t out to retain Lincoln Financial. We weren’t looking to partner with them. But here I am, writing about them and their event, from notes I wrote with their pen, taken in a notebook they gave to me. I’ll often refer to Ann Schleck’s booklet while brainstorming, and who am I reminded of? Lincoln Financial. Their “added-values” were well-made, functional and indelible.
Lincoln Financial’s roundtable conference wins my marketing blessings: their company character has been imbedded into my awareness in a completely meaningful and lasting way.
What more could you want from a marketing event?
(1) Honest Abe Lincoln, the company’s namesake, had little to do with the business outside of branding.The company founders had an image in mind—selling insurance with integrity, honesty and dependability—thus branding with the 16th president’s surname and distinct profile. In 1905, Robert Todd Lincoln, Abe’s last surviving son, supplied the founders with permission to use his father’s name and likeness—40 years after the president’s dramatic assassination.
(2) Objectively valuable. Laws affect everyone.
(3) Relatively valuable. My coworkers have nut allergies.
(4) “All innovative investment lineups served with side of thought leadership”