Mon, Jul 16, 2018
A A A
Welcome Guest
Free Trial RSS
Get FREE trial access to our award winning publications
New Managers October 2017

MARKETING CHALLENGE: Diane Harrison: Talk For Show, Blog For Dough

 

Talk For Show, Blog For Dough

Despite being overused in finance, the golfing analogy ‘Drive for show, putt for dough' bears relevance in alternative investments. While the bigger, flashier managers in alternatives often garner the most media and investor attention, smaller managers have a real chance to exhibit their investment acumen through the power of a well-crafted blog.

Emerging managers too often believe that performance figures tell the story for their fund, and are concerned that investors won't ‘listen' to them until enough time has passed to provide a significant amount of data on record. This mindset ignores the potential for managers to articulate the strategy behind their numbers and to start a dialogue with potential clients that reaches well beyond monthly returns. Expand your investment voice beyond the numbers game of fees, rankings, and comparisons, and you can expand the potential investment base.

Fund managers are already convinced of the value of getting face time with investors, and will spend most of their marketing budgets trying to maximize these opportunities. They will budget significant amounts on conferences, personal meetings, and for third-party intermediaries, not to mention the travel time and additional expenses these efforts incur. All of these efforts are important ways to foster building communication channels with investors, but there is another underused tool largely ignored by these managers: blogging. While conferences and third-party arrangements cost thousands of dollars per occurrence, using the power of the written word to reach thousands can be both an efficient and effective part of an investor communication proces

Talk is cheap, but bogging cheaper still. Blogging is free, easy to do and, at the rate of perhaps once or twice a month, requires a minimal amount of time and effort on the part of a fund manager. Blogging can support the articulation of a manager's strategy proc......................

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. Bill Ackman is betting big on himself[more]

    From the NY Post: Bill Ackman can thank ADP, Chipotle for his comeback Bill Ackman's next big investment is himself. Since the end of May, Ackman has purchased $292 million worth of shares of Pershing Square Holdings - the publicly traded vehicle of his hedge fund, according to a statement r

  2. Comments - The problems hedge funds and PE firms have connecting with the super rich and single-family offices[more]

    From Forbes.com: The world of the super-rich (net worth = $500 million or more) and their single-family offices is expanding at a tremendous rate. This growth correlates to the increase in the growth of extreme wealth. What is very telling is that a large percentage of the super-rich are highly moti

  3. Andreessen Horowitz's cryptocurrency fund makes its first investment, The media challenge for cryptoasset investors[more]

    Andreessen Horowitz's cryptocurrency fund makes its first investment After the launch of a blockchain and crypto-focused hedge fund, Silicon Valley investment houseAndressen Horowitz (A16Z) has announced a $45 million funding in blockchain-based privacy emphasized cloud project "Oasis La

  4. Blackstone, Goldman Sachs take minority stake in Francisco Partners[more]

    Komfie Manalo, Opalesque Asia: Hedge fund managers Blackstone Alternative Asset Management and Goldman Sachs Asset Management (GSAM) took a minority

  5. Ackman's comeback: How to ride his revival[more]

    From Barrons: Bill Ackman has endured a humbling three years: big public losses, an exodus by investors, and what a CEO calls an "ass-whooping" in an activist campaign. Now, the hedge fund titan could be making a comeback. Ackman's publicly traded investment vehicle, Pershing Squar