Love is In the Air: Planning a Fun & Effective Valentine’s Day CAE

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The new year is here! At this point, you’ve (hopefully) already built your calendar for the upcoming year, including planning your events for Q1. Now it’s time to execute those plans.

Using the holidays as an excuse to gather with your clients and build referrals is a great idea — but why stop at Christmas and Fourth of July? Valentine’s Day is an excellent opportunity to get in front of your clients and show them some love in a more casual setting.

Here are some common objections we hear to Valentine’s Day events:

  • We’re too busy with end-of-year events to plan Q1 events.
  • Valentine’s Day is for couples.
  • People won’t be interested in spending Valentine’s Day with their financial advisor.

To which I would respond:

  • No matter what you’re planning, you MUST plan ahead – especially Q1 to capitalize on your marketing budget and keep your momentum from the previous year.
  • True, but it’s a great reason to encourage a couple to bring friends and meet with both clients at once.
  • Don’t plan the event on Valentine’s Day, just close to it.

This event doesn’t have to be filled with red balloons and hearts – the purpose is to have a reason to show appreciation to your clients and get to know their friends. By inviting your clients to spend time with you in a fun and informal setting, you’re giving them an extra, informal opportunity to ask you questions and make appointments.

You could even make the event high-end by:

  • Holding it at a venue people would love to visit, like Lambeau Field or the Grand Ole Opry.
  • Making it a night to remember with some amazing music from a DJ or live band.
  • Giving your clients something to take home like a branded wine kit.
  • Work with a professional to create invitations that to set you apart and catch your clients’ eye.

You won’t have to beg your clients to attend an event like this. I guarantee your clients will want to attend next year’s event, if done correctly.

When you go all-out for your clients, they’ll do likewise for you.

Unfortunately, an extravagant event isn’t always feasible. If your budget or schedule doesn’t allow for this, still continue the communication and appreciation to your clients through a few different ideas:

  • Send the client a branded gift or have them drop into the office to pick it up.
  • Send an email blast acknowledging your clients on the holiday.
  • Hold a nice event at your office. This has the bonus effect of getting your clients more comfortable with the space.

The ideas are endless, but execution is key.

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Stephen Odom, CEO of The Impact Partnership


Chief Executive Officer

Stephen started in the insurance marketing business in 2001 as a new business consultant. In 2002 he was promoted to Director of Sales and built a 200 million book of business from scratch. By 2005, he was one of the top wholesalers in the country, working with some of the top financial advisors and insurance agents across the USA. In 2008, Stephen was promoted to Co-President of one of the largest IMOs in the country.

In 2011, Stephen continued his entrepreneurship path and co-founded The Impact Partnership, an INC 5000 company. Stephen is responsible for the strategic vision of Impact and is laser-focused on creating a culture of growth for both internal teammates and our amazing customers.

Stephen lives in Kennesaw, GA, with his wife of more than 20 years, Kendra. They are blessed with three beautiful children Katie, Tyler, Anna Brooke, and Laya, their German Shepherd and Luna, their BernieDoodle.