Events remain a key part of the company’s marketing strategy, she said. "It sends out a bad message if you shut up shop. We’d rather be in front of our clients – when we’re holding their money they need to be confident in us."
Speaking at C&IT’s Corporate Forum this morning, Stapleton told buyers they should aim to "create an experience for the whole day" and "understand your objectives."
Stapleton used Disneyworld’s Pirates of the Caribbean ride, where visitors are given an experience starting in the queue, using the décor and music, to the end of the ride where they pass through the themed gift shop, as an example.
In the same way, delegates can offer a complete experience starting from their first communication with the delegates, using branded invitations, for example, she added.
Schroders has used a New York trip to build relationships with key independent financial advisor clients for the past four years. The trip features free time for sightseeing and shopping, a one-day conference and networking opportunities.
"The experience started from the invitations. Delegates then registered online, and we sent them a guest information pack," Stapleton said. "A week before the event we sent them a New York Yankees hat."
Delegates gave excellent feedback, she said, and the trip helped to keep Schroders at the forefront of clients’ minds. "I can do the trip on £1,500 per person, [an amount] which I could easily spend on a London conference," she added.