Ken Carmody
It would be fair to say that in general there is a disconnect between an asset manager’s financial acumen and marketing prowess. Asset managers are beginning to realise that they are now more than ever deeper in the business of marketing than in the business of investing.
It is common place for asset managers to use complex financial jargon when presenting to investors. Vastly different to the type of language a fund manager would use day to day and lacking resonance from the investor’s point of view.
A relationship must be built between the asset manager and the investor before any capital is acquired. You are far more likely to build a relationship with an investor if you communicate in their language. You will be far more convincing if you present using 
the language and stories that you utilise daily rather than relying on tired industry rhetoric.
Strictly presenting figures on performance, portfolio diversification, portfolio risk management etc…will not engage the majority of investors. They’ve heard it all before, again, and again, and again. Of course these topics are important but the investor will not focus on them until he/she is engaged. Performance doesn’t matter if the investor has forgotten who you are as soon as you leave the room.
You need to detail the opportunity for the investor, show the investor how you will interact with them once they are clients, describe how your fund fits their portfolio, describe the journey you will take together and how transparent your processes are. Make the presentation edgy, visually striking and memorable. Put yourself in their seat, could you sit through one of your presentations? Are you just going through the motions?
Shouldn’t your marketing strategy be as sophisticated as your investment strategy?
If you are ready to re-evaluate your content and modernise your methods of fund communication, reach out to Finscoms for professional guidance.
Ken Carmody kmc@finscoms.com
