When having unique events to promote your business, I think you need to make it memorable because I’ve been to too many forgettable industry events. Creating lasting memories helps your business because people end up remembering you.

That’s what I had in mind when creating That 401(k) Conference. Instead of the same olf educational event for advisors, I decided a memorable location and memorable experience (stadium tour and athlete appearance) would go a long way in helping my business out as a leading ERISA attorney. That memory that I gave these advisors has expanded my networking capability and footprint.

When developing events for plan sponsors and sources of referrals, think of an event that will create memories.