Sat, Apr 30, 2016
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
New Managers June 2013

The Marketing Challenge - Marketing closer or poseur? How to identify the first and avoid the second

Diane Harrison

This article was authored by Diane Harrison. She principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 and specializing in a wide range of writing services within the alternative assets sector. A published author and speaker, she has over 20 years' of expertise in hedge fund marketing, investor relations, sales collateral, and a variety of thought leadership deliverables. http://www.panegyricmarketing.com.

A universal theme in alternative assets is investor money looking for a place to land.  Uncommitted cash, underperforming assets, and professional laggards throughout the alternative channels all contribute to a common investor desire to find purposeful options to meet their objectives. It should be a marketer's dream: money wanting to be placed and hungry managers actively seeking new investor partners.  So why is the connection missing between the two?

So much water yet so little to drink

Investors are clearly voicing their desire for smaller managers who can provide returns that outpace the lackluster performance of the alternatives industry establishment. Northern Trust's recent Wealth in America Survey (2012) profiled 1,700 wealthy households across the U.S. to understand what is important to them. Some of the key findings included that 63% are willing to take a calculated risk, 52% are always looking for a new investment, and 30% are now more likely to seek out alternatives than they were five years ago.

Smaller managers lacking in-house ......................

To view our full article please login

This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.
New Managers
New Managers
New Managers

Today's Exclusives Today's Other Voices More Exclusives
Previous Opalesque Exclusives                                  
More Other Voices
Previous Other Voices                                               
Access Alternative Market Briefing


  • Top Forwarded
  • Top Tracked
  • Top Searched
  1. Hedge funds see $14.3bn outflows in Q1, CTAs and multi-strategy lead net inflows[more]

    Komfie Manalo, Opalesque Asia: The hedge fund industry saw net outflows of investor capital in the first quarter of the year, totaling $14.3bn, data from Preqin showed. This continues from the $8.9bn overall net outflows that funds recorded in Q4

  2. Third Point calls Q1 "catastrophic" for hedge funds[more]

    Bailey McCann, Opalesque New York: The first quarter of this year was rocky for hedge funds based on aggregate performance from the industry, but now we are beginning to hear what the managers thought of it as quarterly letters make their way to investors. Dan Loeb, CEO of New York-based $17 bill

  3. Asia - Stabilization of China's capital outflows may hinge on Janet Yellen, Fink says China to do well this year as bubble threat postponed, Chinese hedge fund to invest in India’s infrastructure[more]

    Stabilization of China's capital outflows may hinge on Janet Yellen From Bloomberg.com: Whether China’s recent stabilization of its currency and capital outflows continues -- or downside pressure reignites -- may hinge in large part on Janet Yellen. If the Federal Reserve chair sticks to

  4. …And Finally - After all, judges are human too[more]

    From Newsoftheweird.com: In March, one District of Columbia government administrative law judge was charged with misdemeanor assault on another. Judge Sharon Goodie said she wanted to give Judge Joan Davenport some files, but Davenport, in her office, would not answer the door. Goodie said once the

  5. Comment - Unmasking the men behind Zero Hedge, Wall Street's renegade blog[more]

    From Bloomberg.com: Colin Lokey, also known as "Tyler Durden," is breaking the first rule of Fight Club: You do not talk about Fight Club. He’s also breaking the second rule of Fight Club. (See the first rule.) After more than a year writing for the financial website Zero Hedge under the n