Posts Categorized: Hedge Fund Marketing

A useful checklist to get refocused on the customer

Ten years ago, I conducted an impromptu survey of professionals throughout the alternative asset community to find out what really impacts the ability of all constituents, regardless of provider or investment stance, to form meaningful relationships. As I’d said then, alternative products are sold through relational marketing that takes place over time. Alternatives are bought by professional investors (institutions) and sophisticated individuals (family offices, high net worth people) as a means of capturing upside gain and minimizing downside risks across an overall portfolio of holdings. Always has been, and likely always will be

For some time now, people have been moving towards wanting to have memorable experiences, not just buying and owning things. The website Luxurytraveladvisor.com published some data on this trend: According to a study conducted by Expedia and the Center for Generational Kinetics, 74% of Americans now prioritize experiences over products or things. “Baby Boomers (born 1946-64) are entering a stage where ‘less is more,’ while younger generations, particularly Millennials (defined as those born from 1977-95), are leading the charge in placing a newfound value on experiences, more than things

A decade ago I wrote about the struggle emerging and smaller alternative managers had attracting capital to their funds, as they were being overshadowed by the ‘whale’ managers who garnered all the interest and the funding. I’m happy to report in 2022 that this situation is not as dire as it once was

We are well underway in 2022, and the restrictions that Covid had placed on social gatherings continue to recede, but what does that mean for today’s marketing plans? Two years of forced shutdowns and a massive shift to online tactics have created an uneasy marriage between the desire to get back in front of clients and prospects, and the convenience, cost savings, and ease of continuing to focus on outreach through websites, videos, social media, and the like