Review and Activity Report November 2019 - Private Client1

In line with our Group strategy for promoting and supporting a joined- up approach, for the purpose of this review we have not separated IFA / Tax activity and collateral, but treated activity and output collectively as Private Client Service, encompassing both services (and where applicable, Private Client Insurance).

The marketing team have been working with the Private client team over the past year to build and deliver a calendar of events aimed at generating new business leads for both B2C and B2B.

Activity has been well spread out across the calendar year. Increased activity has taken place or is being scheduled for Essex, proving a greater balance between the two locations. Cambridge continues to be a geography which is underrepresented, but this is mostly due to the lack of permanent resource in the city and lower brand awareness of Scrutton Bland when compared to Essex, Suffolk and Norfolk where there is a greater brand legacy.

Event costs have been managed in accordance with the strategy for ensuring that events deliver value for money and do not spiral out of control.

The highest single area of spend on events is the IHT roadshows. Costs depend on venue, but on average the cost to Scrutton Bland is £2,500 to host an IHT event after a third of the cost has been charged to the event partner. Covering costs and generating revenue In 2019 marketing introduced Eventbrite software to manage event bookings, this also provides the functionality to charge and take payment for events. Assessing the value of new business generated from B2B events for introducers is more difficult than client events so it is important that costs are managed. Using the Eventbrite facility, a number of B2B events have been hosted for introducers/professionals which were ‘paid for’ events. Charging for events can help reduce the number of dropouts and add credibility in the mind of invitees. It has also enabled the cost of hosting these events to be covered so this is a strategy which marketing would propose is taken forward into 2020. As a Group we can offer CPD accreditation which enables us to issue certificates following events. Whilst some individual professional bodies have decentralised CPD management, it is still perceived by many professionals as of value and something which we should continue to offer.

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