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Which marketing strategies should emerging managers pursue for 2014 to be seen and heard as well as understood by investors in a crowded marketplace? What are institutional investors really looking for? How can branding help? Will the JOBS Act provide real benefits?
HFMWeek article “Getting Fund Marketing Right” by Andre Boreas and Holly Singer discusses hedge fund marketing best practices and effective communication techniques.
The long-awaited JOBS Act Rules become effective September 23, 2013, dramatically expanding the marketing flexibility for managers of private funds.
Marketing takeaways for hedge fund managers seeking to benefit from JOBS Act free speech while competing for assets from increasingly savvy investors.
HS Marketing launches new website. Be heard, seen and understood.
Should you be more concerned with communication or communications? The short answer is “both.”
The marketing of private placements is expected to undergo a sea change in communication opportunities and some challenges resulting from the SEC vote as of August 29, 2012 to eliminate the ban on general solicitation and advertising, as required by the JOBS Act. Once this proposed rule is finalized, hedge funds will face a wide range of external communication options that were previously unavailable for this space.
The process of building your brand offers opportunities to showcase your capabilities using dynamic marketing tools that may reinforce your communications strategy. Creating a compelling message isn’t enough. What can you do to help your target audience hear and see you? Which tactics will engage them in a more meaningful way?
“Communication alpha” may be considered a source of value in supporting hedge fund managers’ marketing, asset raising and retention objectives, reflecting both the capability and willingness to deliver clear, consistent, frequent messages to investors.
In this eletter we suggest ways to enhance your client relationship management — not by substituting electronic communication for human contact, but rather by enhancing your offline relationships with new tools. We are all constantly reminded that we live in “the digital age,” yet many firms in the funds management and the service provider space leave an opportunity on the table by failing to employ current, legitimate marketing technologies that complement and enhance brand building efforts. Eschewing emarketing ...
Prompted by questions from some of our hedge fund manager clients regarding the recent headlines about data security breaches and “cloud” computing catastrophes1, we are writing to offer some suggestions about how to protect your company’s valuable information on your website.
Your storyline needs a pitch with real examples. Whether you are a fund manager or a service provider, your audience will better understand your business and gain a higher level of trust by hearing specific case studies.
A “one size fits all” approach to raising assets in the current environment calls for a new roadmap focused on marketing adaptability and resilience. As the full spectrum of hedge fund investors reflects distinct levels of asset allocation criteria and risk tolerance, managers need to closely assess their readiness within their own business lifecycle to target a specific level from retail through institutions rather than consider investors a homogeneous monolith.
Your web site represents a critical point of contact and may provide a robust communications portal in an increasingly digital 24/7 marketplace. Our challenge as a service provider is to deliver an informative message, provide for fresh content, reinforce your branding and take advantage of visibility opportunities while complying with regulatory restrictions.
The concept of brand identity revolves around the public’s impressions of your firm’s qualities and shortcomings. Successful branding is becoming an increasingly important and integral component of long-term client relationships that extend beyond reliance on investment performance to attract and retain assets.
In view of increasingly keen competition to attract and retain assets, it is imperative that a manager present winning performance reports.
Have you wondered how your target audience will find you on the web? Why isn’t your site #1 on Google? Your firm needs to be visible to its potential investors, clients, industry colleagues and select media.
Why do most investors want to hear a manager’s in-person presentation before embarking on a further commitment?
Interestingly, “Perfect pitch” while published 5 years ago seems to be dusted off and revisited as the basis for many inquiries and workshops.
Guest speaker: “Marketing Opportunities for Alternative Investment Managers.” 5/13/15 webinar for hedge fund and private equity managers. Request copy of presentation here.
Interviewed by William Freedman for Hedge Fund Marketing Alliance article published March 18, 2014: “Drumming Up Business With a Different Drummer.” Marketing to differentiate yourself: Read more >>>
Interviewed by William Freedman for Hedge Fund Marketing Alliance article published February 4, 2014: “Perfect Pitch – How Not to Be Tone-Deaf to Investors.” Read more >>>
“While opening the door to more transparent communication, The JOBS Act is not a panacea and not the game changer it should be,” noted Holly Singer for Infovest21 News last week. Infovest21 CEO Lois Peltz discussed the potential effects and beneficiaries of The JOBS Act with various industry spokespeople including MFA’s Steve Hinkson, Alston & bird’s Tim Selby, ASC Advisors’ Steve Bruce and HS Marketing’s Holly Singer. 12/24/13 article, read more: Infovest21_JOBS Act article
In a recently published HFMWeek article, “Getting Fund Marketing Right,” Intralinks‘ Andre Boreas and HS Marketing’s Holly Singer discuss effective communication techniques and best practices to engage more effectively with the investor community. Fund marketing article: Effective Communication
Change is Here! slide show presentation during Alternative Asset’s Hedge Fund Boot Camp in Boston (September 18, 2013). Speaker Topic: Articulating & Showcasing Your Capabilities: Using PR to Leverage Your Firm.
“Articulating & Showcasing Your Capabilities – Using PR to Leverage Your Firm,” Alternative Asset’s Hedge Fund Boot Camp (Boston), September 18, 2013. Agenda and Registration – Read more >>>
The Hedge Fund Association (HFA) posted “Navigating the Post-JOBS Act Sea Change” article on the association’s website together with hedge fund articles and white papers. Read here >>>
Hedgeweek article/ Hedgewire August 5, 2013: “The new rules of marketing: Guidelines for managers” Read more >>>
FINalternatives article by Holly Singer, published July 17, 2013: “Tips for Hedge Funds Looking to Navigate the post-JOBS Act World,” hedge fund marketing takeaways for managers seeking to benefit from JOBS Act free speech while competing for assets from increasingly savvy investors. Read more: http://www.finalternatives.com/node/24216
HS Marketing announces the launch of our new web presence at www.hsmarketing.com
New York: Panel Discussion & Program hosted by Alston & Bird LLP
IIR Conference: Marketing and Client Servicing for Hedge Funds
Interview & Quote Source: Branding for Hedge Fund Managers and Service Providers, Infovest21 Special Research Report
Your Web Presence: Best Practices for Hedge Fund Managers, Webinar hosted by Ropes & Gray.
Harvard Club of New York, Hedge Fund Seminar hosted by Gerson Lehrman Group.
“Marketing Communications: Opportunities and Constraints for Hedge Fund Managers.” Seminar presented by Dechert LLP
Article published, MFA Reporter, Winter 2010 issue, Managed Funds Association. Read more: The_Secondary_Market_for_Hedge_Funds_-_Revisited_-_Winter_2010
Marketing Boot Camp, Program organized by Jefferies Prime Brokerage, panel discussion: “Powerful Marketing Tools: An In Depth Discussion with the Pros
Article published by MFA Reporter, Read more: All_Weather_Communication_MFAReporter_1208
“Designing Your Marketing Materials” Presentation at conference by Financial Research Associates: Marketing & Client Servicing for Hedge Funds.
Panel moderator/Speaker (New York): “The Perfect Pitch: Become an Expert Presenter” Organized by Financial Research Associates.
Emerging Manager Focus, Focus Point Press, Division of Opal Financial Group, Inc., Read more: MarketingReadiness_HSinger0507
Infovest Seminar Speaker (New York): “How to Differentiate Your Firm”
Article published: “Perfect Pitch,” Alternative Fund Services Review (AFSR), January/February 2004.
Mid-Atlantic Hedge Fund Association (MAHFA): Elected Officer and Founding Board Member
PerTrac Solutions, Strategic Financial Solutions, LLC, Fourth Quarter 2002, Volume I, Issue 2.
primebroker.com, Banc of America Prime Brokerage Services, First Quarter 2002, Volume 3, Number 1.
Delivered during the Institute for International Research’s conference: Marketing & Client Servicing Strategies for Private Investment Partnerships (Internet Workshop).
The MFA Reporter, January/February 1999.
Private Asset Management, August 10, 1998 (article covering above conference).
Hedge fund seminar speaker (Key Biscayne, Florida): “Differentiating Yourself and Defining Your Edge,” How Hedge Funds Raise Capital: Preparing to Go to Market – Seminar sponsored by Banc of America Securities
IIR Conference: Marketing & Client Servicing Strategies for Private Investment Partnerships conference. Delivered presentation titled “Gain a Competitive Edge Through Image Building”
Strategy Institute’s Creating & Marketing Hedge Funds conference. Delivered presentation titled: “How to Enhance Your Marketing Strategy to Successfully Match Your Funds to Qualified Investors.”
The Managed Funds Association’s September 1998 newsletter, The MFA Reporter