When I think about advisers who are the most successful, they tend to be brilliant marketers. They inevitably come up with unique ideas and solutions that allow them to actually gain positioning with people who would otherwise be difficult to reach.

One idea is to devise an interesting way to leverage the age-old concept of “the retirement party.” There are actually people who have created retirement parties for clients who they knew were retiring — and in doing so were able to connect with the friends and associates of that client, many of whom had not retired yet. 

The ability to organize and execute a social event is a simple method of marketing but the retirement party could allow you to create something with a unique spin and appeal. It may even be possible to redefine what we come to know as a “retirement party.” Build a network that finds your retirement party experience to be fun and enjoyable, something that they would want to have others in their life experience.

Remember there’s nothing new under the sun, but there are ways to leverage what is old, tried and true. I’m sure there are party planners and other third parties who could benefit, so ultimately you could develop a marketing team to pull this off. Have a mastermind group of people working on this project and allow them to contribute and benefit based on what they bring to the table.