For the last five years, Harvest has been on the front lines of a transformation in investor marketing: telling a manager’s story continues to morph from analog to digital. Anecdotal feedback and recent media coverage demonstrates that institutional investors and consultants value information sharing nearly as much as fund performance.
(More white papers and webinars, less golf.) But few studies have been conducted on what exactly the best delivery mechanisms for thought leadership are.
Chestnut Advisory Group, a business development consultant for asset managers and Harvest contributor, has aimed to figure that out. The firm today published a paper called Getting Heard: How to Ensure Investors Actually Hear Your Message.
Chestnut surveyed over 100 institutional investors and consultants on the most effective forms of communication delivery from managers. The report examines everything from email to traditional media to digital platform campaigns.
Here are the report’s key findings:
- Investors’ email inbox remains the single best delivery route.
- Repetition across multiple non-email channels helps your message get through faster and more clearly.
- New online channels are becoming outstanding and efficient methods for message dissemination.
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It is this last conclusion that gets me excited! We created Harvest so that investors could find actionable content all in one place, and it is gratifying to know that we are increasingly part of marketers’ communications calculus.
Chestnut further states “we have heard several instances of new investors being discovered via this channel.” I am thrilled that managers have grown their investor base through us, though we caution that they should not expect one insightful paper to equate with a multi-million-dollar ticket.
According to the report, “As popular as email delivery is among allocators, using email alone is like the sound of one hand clapping. Investors need to see your message several times, in different venues, before they begin really hearing you.”
Based on what we see each day, we are not surprised by these conclusions. It’s as if an old axiom for university professors obtaining tenure now applies to asset management: publish or perish.
I will be elaborating further on the report with Chestnut CEO Amanda Tepper later this month on a webinar. Please join us.