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New Managers January 2018

PERSPECTIVES: For Cryptocurrency Fund Managers: Some Thoughts On Effective Marketing, Investors eye multi-asset strategies

 

For Cryptocurrency Fund Managers: Some Thoughts on Effective Marketing

Given the surge of new cryptocurrency funds coming onstream, we thought it might be helpful for us to share some of the thoughts and ideas that have grown out of our firm's marketing work on cryptocurrency offerings. We hope that our suggestions can provide a beneficial framework for crypto fund managers creating their marketing presentations.

Normalize it

Cryptocurrency will strike many people as a radical? and therefore, untrustworthy?departure from traditional currency. You can ease misgivings by analogizing the advent of cryptocurrency to the monetary innovations of the past that they are familiar with (think credit cards, internet transactions, etc.). The idea is to position cryptocurrency as a natural consequence of technological evolution.

Mainstream it

Never underestimate the power of honor by association. Be sure to point out that certain sovereign jurisdictions have promulgated positive regulations with regard to cryptocurrency, and that some wellknown financial institutions and corporations have "endorsed" crypto by their actions.

Don't over-emphasize its past performance

Harping too vigorously on the past performance of star crypto coins such as Bitcoin and Ethereum could prove to be a double-edged sword with unintended consequences. For one thing, too much emphasis on the giant gains could lead to the perception that the train has already left the station and the opportunity has been missed. Even worse, it could reinforce the view that it's all a big bubble, one that may be about to burst

Go beyond the here and now ?look to the future

Perhaps the best way to dispel the notion that cryptocurrency's growth may soon be a thing of the past is to shine a light on the future: Talk about the important role c......................

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