Sun, Jul 5, 2015
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. Opalesque Exclusive: New systematic strategy managed alongside research firm outperforms S&P500[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: An emerging CTA manager explains how he runs his strategy, which is based on an index produced by a research firm. Peter Turk is head of

  2. Opalesque Exclusive: New systematic strategy embraces machine learning[more]

    Benedicte Gravrand, Opalesque Geneva for New Managers: The founder of a New York-based systematic trading firm, which offers a hybrid between alpha strategies and alternative feta at lower fees, describes his approa

  3. Larry Robbins' hedge fund Glenview buys 1m Tenet Healthcare shares[more]

    Komfie Manalo, Opalesque Asia: Glenview Capital Management said it bought an additional 979,482 shares at Tenet Healthcare Corp valued at $53.80 million, raising its stakes in the healthcare services company to 15.16%, reported

  4. Legal - Grayson’s hedge funds under scrutiny for possible ethics violations, Court rejects hedge fund’s motion to block merger of Samsung affiliates[more]

    Grayson’s hedge funds under scrutiny for possible ethics violations From Freebeacon.com: Rep. Alan Grayson is finding himself in hot water over managing hedge funds that bear his name, actions that are in possible violation of House ethics rules. Sitting members of Congress are prohibite

  5. Hedge funds decline in June as stocks tumble on Greek woes[more]

    From Bloomberg.com: Hedge funds posted losses across strategies last month as uncertainty over whether Greece will remain in the euro sent global stock markets tumbling. Winton Capital Management declined about 3.1 percent in June in its $12.1 billion Winton Futures Fund, leaving it down 1.9 percent

 

banner