SEC Marketing Rule—What is an advertisement?

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, [...]

By |2024-09-05T09:53:26-05:0009/05/2024|

Get the hit: 11 tips to land broadcast appearances

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!).   [...]

By |2024-08-28T09:18:34-05:0008/28/2024|

We have a different take on the canned ‘Share of Voice’ metric

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 [...]

By |2024-08-13T14:25:12-05:0008/13/2024|

Newsrooms are diverse—and journalists want diverse sources too

Media organizations have made great progress in making their newsrooms more diverse, with the ultimate goal of creating content that’s more representative of their audience. Through internship opportunities, targeted recruiting initiatives and thoughtful mentoring programs for underrepresented groups, the wheel is beginning to turn, albeit slowly. We’ve been struck by explicit demands from journalists for greater diversity in their sources over the last few years. While recent court cases and pushback on corporate diversity efforts have slowed these [...]

By |2024-08-07T12:58:29-05:0008/07/2024|

Keep your message triangle on replay

Whether you talk to the media weekly or once in a blue moon, you should have a trio of top-level messages on replay.  Lowe Group public relations and content services clients are well aware of message triangles. Crafting and shaping these core media messages for our investment firm clients has been a foundation of our work since 2003. Why? [...]

By |2024-07-31T11:07:21-05:0007/31/2024|

Ether ETFs debut: the crypto marketing thrill isn’t gone, just muted

Did Ethereum provide any additional marketing inspiration for the eight teams responsible for launching the spot Ethereum ETFs Tuesday? Let’s take a look.  It would have been hard to match the sheer thrill of January 11 when 11 spot bitcoin ETFs went live and ETF marketing went wild. For one, marketers had a longer run-up to the bitcoin product. [...]

By |2024-07-24T14:36:12-05:0007/24/2024|

Think in threes

Last week I attended a gathering of wealth managers and gave a brief presentation with suggestions on building personal brands. The point that resonated most was “thinking in threes.” This is an idea we apply regularly in our message-triangle approach to preparing for media interviews. It’s also helpful whenever you need to keep in mind key ideas you want [...]

By |2024-03-11T12:11:31-05:0003/11/2024|

How to include a Q&A within your news release

Sometimes, you have news to share that’s only mildly newsworthy, but your subject-matter experts have something interesting to say. Within the formal structure of a news release, you can make the news more engaging by including a Q&A.  A good example in the asset management world is the occasion of a fund reaching an anniversary milestone, such as the [...]

By |2024-03-03T14:09:40-06:0008/29/2023|

As capital inflows slow, PE firms need to get creative & proactive

Alas, we lost two beloved Tinas in the last 12 months. The eight-time Grammy winning Queen of Rock & Roll passed away in Switzerland in late May. She was predeceased by another TINA—the market regime where There Is No Alternative to risk-assets—a year ago this month in Jackson Hole, Wyo. That’s when the world’s leading central bankers made it [...]

By |2024-03-03T14:10:06-06:0008/23/2023|
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