These days, direct mail and cold-calling are impersonal and ineffective. To reach clients and prospective clients, seminars and events are far more superior marketing tools. Why? For one thing, they allow you to connect in person. Plus, they can demonstrate the value you bring to a client and help you stand apart from your peers.

Here are two things to keep in mind when planning seminars and clients events: 1) keep the guest list small so that you can promote a feeling of exclusivity, and 2) keep the product push on the shelf and instead focus on how you can help them solve a problem. There will be plenty of time later in the relationship to get specific about potential investment solutions. Use this time to demonstrate how much you care about your clients and prospects.

Below are some client events that have been suggested by financial advisors I have met with over the years:

HELP MAIN STREET
An up-to-date business valuation is a good practice for all small business owners. Co-host an event with a local CPA or business valuation firm and design an agenda that allows both of you to market your capabilities. Follow through by providing attendees with a complimentary wealth analysis.

SUPPORT CHARITABLE CAUSES
Invite top clients and prospects to join your team in a walk/run for a chari­table cause. Order personalized T-shirts for the team, which will also provide an opportunity to advertise your business.

SEND HOMEMADE BIRTHDAY AND HOLIDAY CARDS
A financial advisor received positive feedback from clients and prospects after asking his grandkids to make handmade birthday and holiday cards for his clients

SPREAD THE WORD
On a special occasion, send a gift—like fruit, popcorn or baked goods—to top tier clients at their workplace, so they can share the goods with their colleagues. More importantly, it will create buzz about your business.

HIT THE LINKS
Organize a surprise golf outing for a retiring top tier client and invite the cli­ent’s close friends and family to join the outing. After your round of golf, host a lunch at the clubhouse. Follow through by delivering a personalized photo book as a memento.

CREATE AN ADVISORY COUNCIL
Invite small business owners in your community to join your advisory council. Hold quarterly meetings to measure how your services are being perceived. To thank your council members, organize a social event and ask people to bring friends and colleagues.

APPRAISE ANTIQUES
Invite your Tier AAA clients to bring small antique items and hire an expert appraiser. Guests can display their items, mingle, and exchange stories about the items. Ask the appraiser to share the origin, value and historical context of each item.

LUNCH WITH WIDOWS AND WIDOWERS
Make it an annual outing to take your Tier AAA widow and widower clients to lunch during their birthday week. Schedule the lunch a few weeks in advance and ask the client to pick his or her favorite restaurant.

COMBINE FINANCE AND FITNESS
Seek out your top tier clients who are interested in maintaining a healthy lifestyle. Organize a seminar and invite an orthopedic surgeon to discuss the latest advancements in knee treatment. Invite a nutritionist to share tips for identifying healthy foods and forming good habits.