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Alternative Market Briefing

Other Voices: Know the difference between conviction and clarity in marketing

Monday, March 05, 2012

This article was authored by Diane Harrison, principal and owner of Panegyric Marketing, a marketing communications firm founded in 2002 that specializes in a wide range of strategy and writing services within the alternative assets sector.

As we head into the tail end of Q1 2012, an interesting conundrum has been rearing its head since this time last year. While a common theme in both 2011 and 2012 has been that the alternative industry has been growing in terms of investor interest and that investors are examining the benefits offered by these non-correlated investment options as a means of mitigating the performance and risk-based issues present in today’s equity and bond markets, the reality is that allocations have been scarce as hen’s teeth. Only a select few alternative managers, mostly large and well-known, have been reaping the rewards of this heightened interest.

Fund managers give voice to their frustration over not having success in raising capital for their funds, while allocators and investors cry out for alternative means to divert their assets from the nonperformance of traditional asset classes. “Where are the options to invest my underperforming funds?” appeals the latter, while the former vents with “I’ve had solid performance, my risk controls are tight, my operational infrastructure is in place, and I have demonstrated my abilities in the strategy for years.” So why not the conn......................

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