Data-Driven Event Planning
Traditional approach: Host generic seminar, invite everyone, hope for attendance
Catchlight approach: Identify specific segments, design relevant events, invite targeted audiences, achieve higher attendance and conversion
Event Types and Target Segments
Medicare Planning Workshop
Target segment: Age 63-65 (approaching Medicare eligibility) Catchlight filters:
Age: 63-65
Enrichment Status: Complete
Has email or phone
Event format: Educational seminar, 60-90 minutes Topics: Medicare A/B/D, supplements, enrollment deadlines, coordination with employer coverage Timing: Throughout year (12 months before each person's 65th birthday) Value: Critical timing, urgent need, high engagement
Equity Compensation Strategies (Tech Workers)
Target segment: Tech employees with equity comp Catchlight filters:
Current Employer: [Major tech companies]
Job Level: Professional, Manager, Director+
Age: 30-55
Event format: Lunch-and-learn or evening workshop Topics: RSUs, ISOs, NQSOs, AMT, tax strategies, exercise timing Timing: Q1 or Q3 Value: Specialized, relevant, company-specific
Retirement Planning for Pre-Retirees
Target segment: 5 years from retirement Catchlight filters:
Age: 60-65
Projected Revenue: $8K+
Catchlight Score: 60+
Event format: Comprehensive workshop or dinner seminar Topics: Social Security, Medicare, distribution strategies, tax planning Timing: September-November (year-end planning season) Value: Comprehensive, timely, high-net-worth focus
Education Funding 101
Target segment: Parents with young children Catchlight filters:
Children in Home: Yes
Children Ages: 0-12
Wealth Segment: Mass Affluent or higher
Event format: Evening seminar or Saturday workshop Topics: 529 plans, financial aid, saving strategies, tax benefits Timing: January-February or September (back-to-school) Value: Addresses immediate parent concern
Women and Wealth
Target segment: Female professionals and business owners Catchlight filters:
Gender: Female
Job Level: Manager+ OR Business Owner
Wealth Segment: Affluent+
Age: 35-60
Event format: Networking event with education component Topics: Career and wealth building, negotiation, investing, equal partnerships Timing: March (Women's History Month) or any quarter Value: Community, empowerment, relevant topics
Executive Transition Planning
Target segment: Executives approaching retirement or career transition Catchlight filters:
Job Level: VP, C-Suite, Executive
Age: 55-67
Projected Revenue: $15K+
Event format: Intimate dinner or small group discussion Topics: Deferred comp, stock options, pension decisions, identity beyond career Timing: Q3-Q4 Value: High-touch, exclusive, sophisticated
Campaign Design Using Catchlight Data
Job Change Rollover Campaign
Target segment: Recent job changers Catchlight filters:
Job Last Changed: Within 90 days
Catchlight Score: 60+
Has email
Campaign structure:
Email 1 (Day 0): Congratulations + rollover overview
Email 2 (Day 7): Rollover options guide (downloadable PDF)
Email 3 (Day 14): Case study or success story
Email 4 (Day 21): Limited-time complimentary consultation offer
Email 5 (Day 30): Final attempt with different angle
Success metrics: Open rate, click-through, consultation bookings
Age 50 Catch-Up Campaign
Target segment: Turning 50 this year Catchlight filters:
Age: 50 (current year)
Income: $100K+
Has email
Campaign structure:
January email: "You're 50! Unlock catch-up contributions for 2024"
February: Catch-up calculator tool
March: Webinar invitation: "Maximizing the Last 15 Years Before Retirement"
Ongoing: Quarterly retirement planning content
Timing: Launch January 1st for maximum year benefit
New Homeowner Campaign
Target segment: Recent home buyers Catchlight filters:
Home Purchase: Last 6 months
Age: 28-45
Catchlight Score: 55+
Campaign structure:
Email 1: Congratulations + financial planning checklist for homeowners
Email 2: Insurance review (homeowners, umbrella, life)
Email 3: Tax planning with mortgage interest deduction
Email 4: Emergency fund and home maintenance reserves
Email 5: Invitation to "New Homeowner Happy Hour" (networking event)
Multi-channel: Email + LinkedIn + direct mail (house-warming card)
Creating Targeted Invitation Lists
Criteria for Event Invitations
Include:
Matches topic segment perfectly
Catchlight Score 50+ (somewhat likely to engage)
Geographic proximity (unless virtual)
Has valid email or phone
Enrichment Status: Complete or Partial
Exclude:
Already clients (separate client event)
No contact information
Wrong geography (too far away)
Enrichment failed or very low match confidence
Sweet spot invitation list size:
Intimate dinner: 30-40 invites for 10-12 attendees
Workshop: 100-150 invites for 20-30 attendees
Large seminar: 300-500 invites for 50-75 attendees
Conversion ratio: Typically 15-25% attendance from invitations
Multi-Event Strategy
Event Series Approach
Quarter 1: Tax planning and IRA contribution deadline events
Quarter 2: Life stage events (education, career, family)
Quarter 3: Retirement and Medicare planning
Quarter 4: Year-end tax strategies and charitable giving
Rotate topics to address different segments throughout year
Niche Event Specialization
Build expertise around specific segments:
Monthly "Tech Worker Office Hours"
Quarterly "Physician Financial Forum"
Annual "Women Executive Summit"
Benefit: Become known expert for that niche
Event Promotion Mix
Email Invitation
Primary channel: Personalized email invitation Timing: 3-4 weeks before event Reminder: 1 week before, day before
LinkedIn Promotion
For professional events:
Create LinkedIn event
Invite targeted connections
Post about event
Tag relevant attendees after event
Direct Mail
For high-value segments:
Physical invitation (stands out)
Premium VIP feel
Higher response for 55+ demographic
Phone Calls
For highest-priority invitees:
Personal call from advisor
"I'm hosting an event I think you'd really value..."
Significantly higher attendance when personally invited
Post-Event Follow-Up
Attendees
Same day: Thank you email
Next day: Calendar invite for follow-up meeting
Week later: Personalized outreach based on conversation
Ongoing: Add to nurture campaign
No-Shows (Registered but didn't attend)
Same day: "Sorry we missed you" email with recording/slides
Week later: Alternative meeting offer
Ongoing: Continue nurture
Non-Responders
After event: "In case you missed it" recap
Ongoing: Quarterly events on different topics
Measuring Event Success
Metrics to track:
Invitation sent count
Registration rate
Attendance rate
New client conversion rate
Revenue generated from event
Cost per acquisition
Optimize future events based on data
Virtual vs. In-Person Events
Virtual Event Benefits
Wider geographic reach
Lower cost
Easier attendance
Recording available
Lower commitment barrier
Best for: Educational content, broad audiences, introductory topics
In-Person Event Benefits
Deeper relationship building
Networking opportunities
Higher perceived value
Better engagement
Harder to "ghost"
Best for: High-value segments, community building, complex topics
Hybrid
In-person core attendees
Virtual option for wider audience
Record and share afterwards
Budget Allocation
High-ROI events:
Medicare workshops (urgent need, high conversion)
Pre-retiree seminars (high net worth, complex needs)
Niche profession events (employer-specific, industry-specific)
Lower-ROI but brand-building:
General education seminars
Community events
Sponsorships
Allocate budget to highest expected return events
Related Articles
6.1: Prioritizing Leads
3.3: Using Filters to Refine Your View
6.2: Personalizing Outreach
4.3: Life Events & Milestones Charts