Process
Much like managing money, effective marketing is a full-time, evolving
process. It starts with a clear understanding of the manager’s objectives,
style, investment process, performance and the professionals that create a
competitive advantage. Its’ success depends on an informed, focused
professional effort. A typical engagement will run three to five years for
traditional managers and shorter periods for certain alternative products.
Stage 1 - Planning and analysis: Develop the information that
matters
Ø
Determine realistic objectives
Ø
Identify the core elements of what makes the manager
unique and
attractive to the institutional marketplace
Stage 2 - Marketing Strategy: Leverage knowledge of market dynamics
and players
Ø
Identify relevant industry databases
Ø
Develop institutional quality presentations and
marketing materials
Ø
Identify the target audience for effective prospecting
Stage 3 - Execution: Leverage network and apply a focused,
professional effort
Ø
Generate broad awareness through direct contact with
the
appropriate officers at
endowments/foundations/public/corporate
pension funds
Ø
Initiate and maintain contact with relevant
institutional consultants
Ø
Initial entry of manager profiles in core databases
for inclusion in
searches
Ø
Qualify investor appetite and interest in the asset
class
Ø
Generate qualified face-to-face meetings for the
manager
Ø
Maintain relevant databases and submit manager
information on an
opportunistic basis
Ø
Develop and submit requests for proposal and requests
for
information
Ø
Provide timely follow-up information and communication
Ø
Continuously assess progress and market conditions and
evolve
approach as necessitated
