JERSEY CITY, N.J., January 19, 2012 — Lockwood Advisors, Inc. (Lockwood), an affiliate of Pershing LLC, a BNY Mellon company, today announced the availability of Seminars and Event Marketing: Creative Ideas to Build and Enhance Relationships, a new guidebook offering financial professionals detailed information for developing successful events to deepen relationships with clients, attract prospects and to build relationships.

Seminars and Event Marketing, developed in collaboration with Impact Communications, Inc., describes how changes in event marketing in recent years now require financial professionals to develop more sophisticated content and unique ways to connect with their target audiences. The guidebook offers suggestions on how to plan and manage different types of events and provides case studies that illustrate successful creative educational, social and community-based events targeting clients, prospects and centers of influence.

Highlights from the guidebook include:

• Understand Your Audience – Financial professionals should target interesting, friendly people and focus on their interests to determine the best event. They should seek to identify commonalities across their target audience – sports, wine tasting, travel, charitable or civic interests – and target these groups with niche events.
• Choose the Right Event – While traditional seminars shouldn't be eliminated, financial professionals are encouraged to consider different types of events such as Town Hall meetings, social gatherings and themed events. The Town Hall meeting format is fast becoming popular and gives participants the satisfaction of interacting, rather than just listening.
• Be Thoughtful on Venues and Details – Unique venues that suit the event are an important aspect of planning. The setting, smells, sights, sounds, all contribute to the atmosphere that a financial professional can try to evoke and help to set the tone for a memorable and distinctive event.

"Successful financial professionals have to be extremely resourceful, and need to develop highly creative events to target and attract their best clients and prospects," said John Wren, head of business development for Lockwood and director at Pershing.

"Effective events incorporate a unique theme and/or creative content delivered in a more engaging, dynamic way," said Marie Swift, founder and president of Impact Communications. "This guidebook provides practical and relevant guidance on how to create a meaningful client experience through event marketing."  

The Seminars and Event Marketing guidebook also provides communication templates, detailed planning and process timelines as well as other helpful tools and insights for developing an effective event. To obtain a copy of the guidebook, visit www.lockwoodadvisors.com or click on the following link: Lockwood_Event_Marketing_Guidebook.

Pershing LLC (member FINRA/NYSE/SIPC) is a leading global provider of financial business solutions to more than 1,500 institutional and retail financial organizations and independent registered investment advisors who collectively represent more than five million active investors. Located in 23 offices worldwide, Pershing and its affiliates are committed to delivering dependable operational support, robust trading services, flexible technology, an expansive array of investment solutions, practice management support and service excellence. Pershing is a member of every major U.S. securities exchange and its international affiliates are members of the Deutsche Borse, Irish Stock Exchange, the London Stock Exchange and the Australian Stock Exchange. Pershing LLC is a BNY Mellon company. Additional information is available at www.pershing.com.

BNY Mellon is a global financial services company focused on helping clients manage and service their financial assets, operating in 36 countries and serving more than 100 markets.  BNY Mellon is a leading provider of financial services for institutions, corporations and high-net-worth individuals, offering superior investment management and investment services through a worldwide client-focused team.  It has $25.8 trillion in assets under custody and administration and $1.26 trillion in assets under management, services $11.8 trillion in outstanding debt and processes global payments averaging $1.5 trillion per day.  BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK).  Additional information is available at www.bnymellon.com and through Twitter@bnymellon.