A colleague once received an email from an awards organization announcing that their client had won an award titled “Best Asset Manager in Wisconsin.” The award-giver apparently overlooked the fact that this client is based in Massachusetts. But not to worry! The awards program simply changed the title of the award to “Best Asset Manager in Massachusetts.” If my [...]
Do you have the same reaction I do when I read Cerulli Associates’ forecast that the amount invested in “less than fully liquid” alternative investments owned by financial advisors will shoot from $1.4 trillion to $2.5 trillion by year-end 2028? To gain more than $1 trillion in four years would be massive. That would be an AUM raise the [...]
Your market strategists and rockstar portfolio managers frequently get to New York where many in the financial media live and work. Taking advantage of their travel to make introductions to key reporters can be a great use of time. While getting busy investment pros to meet with journalists or do in-studio broadcast interviews can be a heavy lift, we [...]
This is big. You’ve likely read and heard your fill of the transformative potential of artificial intelligence (AI) not just in the world but in investment management. But as public relations and digital marketing professionals, we need to weigh in on how we see AI—and specifically AI-powered search—radically shaking up opportunities for ETF and mutual fund companies, among others. [...]
Many companies spend hours developing their news release content but very little time thinking about distribution. It is not enough to simply post your news release to “the wire.” Today’s news release distribution opportunities are many. In fact, media is just one audience for your news, and you should seek to get news directly into the hands of the [...]
Someday—and sooner than any of us may be prepared for—we’ll look back and marvel at how emailing used to work. And by that I mean, the quaintness of our very expectation that: We could send emails and that those emails would arrive in a human-moderated Inbox. Further, that the human would allow themselves to be interrupted throughout the day [...]
We’re coming up on two years since the SEC began enforcing its new Investment Advisor Marketing Rule in November 2022. When we first reviewed the rule, we noted the need for advisory firm marketers to think carefully about what is—and isn’t—an “advertisement” as now defined. In our work, for example, the question may arise with respect to news releases, [...]
Fairly or not, there’s nothing quite like a glitzy broadcast appearance to build your credibility and burnish your bona fides with investors, clients, prospects and, perhaps most importantly, your parents and immediate family (who have never really understood what you do and whether it matters, but will be most impressed to see you on camera with someone who does!). [...]
I just happened to be holding a theater-style box of candy last week when I began to read an article about how Google search ranking works. The more I read, the deeper I was drawn into the story as if it was a movie on the big screen and I was fully engaged, while chomping on the candy. The [...]
Most clients understand intuitively that old-fashioned Advertising Value Equivalent (AVE) metrics are to be strictly ignored as they offer no meaningful information or strategic value. Glib reporting can actually do damage by distracting decision-makers from what matters to the business. We’ve generally found other canned metrics—the ones easily pulled from media monitoring tools—to be unhelpful. Take Share of Voice [...]
