The provision of truly special money-can’t-buy experience to reward “big ticket” clients is an important part of many firms’ marketing strategy, one reason for this being that the very wealthy are a segment for whom few doors are closed and as such they are unlikely to be impressed by mass market events.

While there may be a place for large (but inevitably cost-heavy) sponsorships in terms of building brand awareness, it is generally thought that smaller, bespoke opportunities are probably the better option, not least because they provide a more intimate environment for clients and bankers to deepen their relationships. Precisely-targeted events might be more labour intensive to put together but it could be argued they incur less “wastage” and are a far better way of demonstrating an understanding of the totality of clients’ lives – an empathetic, holistic approach which is rapidly becoming industry standard.

These were the type of views which emerged in the compilation of a forthcoming ClearView Financial Media research report, entitled Reaching Out To The High Net Worth: Branding And Marketing Strategy Across The Global Wealth Management Industry.