Category: Marketing Basics

The alternative investments industry continues to innovate product structures, offering creative ways for individuals to add alts to their portfolios. However, creating a successful product is just one piece of the puzzle. Oftentimes these new structures can be complex and difficult to explain to advisors and investors. To gain advisor mindshare, you need an effective marketing strategy that can boil down the complexities of your investment structure and philosophy to the story behind your offering – and there’s always a story. At Marketing Intent, we specialize in marketing alternative investments of all types, and we’re here to help you uncover your story and engage financial advisors to help support your capital raising efforts.  

Diverse Product Structures, One Marketing Partner 

Whether your firm is offering REITs, closed-end funds, 1031 Exchanges, private placements, 506(c) offerings, or 506(b) offerings, you need a marketing partner that understands the nuances of each. At Marketing Intent, we’ve successfully marketed a gamut of different product structures, making us well-equipped to understand and to market your unique product. 

Expertise in Compliance 

Navigating compliance regulations in the world of alternative investments can be a daunting task. The consequences of non-compliance are severe, making it crucial to have a marketing partner well-versed in regulatory guidelines. Our team at Marketing Intent possesses extensive knowledge of compliance requirements, ensuring that your marketing efforts remain within legal boundaries. With us by your side, you can have confidence that your marketing campaigns are both effective and compliant. 

In-Depth Knowledge of the Industry 

As the backbone of our marketing, we have a deep understanding of the overarching alternative investments industry as well as the underlying asset classes. This industry-specific expertise allows us to craft compelling messages that resonate with financial advisors and investors. Additionally, we have a long history in marketing to financial advisors – and serve financial advisors as our clients – so have inside knowledge and insights to help drive effective asset manager marketing.  

Tailored Marketing Strategies 

One of the keys to successful marketing is tailoring your strategy to your specific product and target audience. We understand that each alternative investment product structure requires a unique approach. We’ll work closely with you to develop a customized marketing plan that aligns with your goals, appeals to financial advisors and helps your firm stand out in the growing alts industry.  

In the competitive world of alternative investments, having a groundbreaking product structure is only the beginning. To truly succeed, you need a marketing partner who can effectively promote your offerings, ensure compliance, and leverage industry knowledge. Marketing Intent is that partner. With our experience in marketing a wide range of alternative investment structures, our commitment to compliance, and our in-depth industry knowledge, we’re well-equipped to help you reach your marketing goals. 

Contact us today to explore how our tailored marketing strategies can help support your capital raising efforts. 

In the fast-paced world of alternative investments, adaptability is key. Your marketing plan for the upcoming year may look well-crafted today, but can it weather the unexpected changes and challenges that tomorrow may bring? In this article, we’ll explore the importance of an agile marketing plan and how Marketing Intent can help you navigate the twists and turns of the ever-evolving alternative investment landscape. 

The Need for Adaptability 

In the financial industry, change is a constant. Economic conditions, market dynamics, and unforeseen events can disrupt even the most meticulously planned marketing strategies. Alternative investment firms must respond swiftly to emerging opportunities and challenges. Waiting weeks to adapt simply isn’t an option when investors and advisors are eager for timely information. 

Planning for the Unpredictable 

Your marketing plan should be a living document, capable of adjusting to unforeseen circumstances. Consider scenarios such as sudden changes in the economy, unexpected fund closings, or opportunities to launch new funds. Are you equipped to modify your plan on the fly and capitalize on these situations? An agile marketing plan allows you to pivot quickly and effectively. 

The Role of Marketing Intent 

At Marketing Intent, we specialize in helping alternative investment firms create marketing plans that are not only well-defined but also agile. Here’s how we can assist you: 

• Strategic Insights: We have a keen eye for identifying the areas of your marketing plan that need flexibility. We understand where to build in the capacity to respond to changing market conditions without getting bogged down in the nitty-gritty details.  
• Adjusting on the Fly: When it’s time to launch your marketing for the year, we’re prepared to adapt to unexpected developments. Our team can make the necessary adjustments to your marketing materials, communication plans, and strategies as needed, ensuring that you stay ahead of the curve. No analysis paralysis. 

Building Resilience into Your Plan 

The goal is not just to react to changes but also to proactively incorporate flexibility into your marketing plan from the outset. By working with Marketing Intent, we can help you identify potential areas of adjustment and build resilience into your plan, so you’re better prepared for whatever the future holds. 

Reach Out to Us Today 

As you plan for 2024 and beyond, it’s essential to have a marketing partner that understands the need for an agile approach. At Marketing Intent, we’re here to help you create a marketing plan that can adapt to the unpredictable nature of the alternative investment industry. 

If you’d like us to take a closer look at your marketing plan and explore how we can make it more agile, reach out to us today. Together, we can ensure that your marketing efforts are not only well-structured but also responsive to the ever-changing alternative investments landscape. 

Marketing plays a pivotal role in engaging advisors and driving capital raising for alternative investments. From crafting compelling emails to producing engaging videos, it may seem like you need an army of experts to manage various aspects of your marketing strategy. However, what you truly need is one firm with a unified vision, and that’s where Marketing Intent steps in. We bring a comprehensive approach to marketing that covers all the bases, ensuring your marketing efforts are seamless and effective. 

What Marketing Intent Does 

At Marketing Intent, we don’t just dabble in a few aspects of marketing, we cover it all. Here’s a glimpse of what we offer: 

• Project Management: We oversee and coordinate all aspects of your marketing initiatives, ensuring smooth execution and timely delivery. 
• Email Marketing: From writing the content to designing eye-catching emails, we have the expertise to make your email campaigns stand out. 
• Thought Leadership: We help you establish your firm as an industry thought leader by writing insightful and engaging content that resonates with advisors and investors. 
• Video Marketing: Our involvement in video marketing goes beyond the surface. We work closely with video production teams to ensure every frame aligns with your marketing objectives. 
• Presentation and Collateral Design: From presentations to brochures and kit boxes, we handle the design and branding to leave a lasting impression on potential investors. 

The Power of Communication 

Effective communication is the bedrock of successful marketing campaigns, and at Marketing Intent, we take it seriously. We pride ourselves on our commitment to keeping you in the loop at every stage of the marketing process. If any aspect of your campaign deviates from the plan, we maintain open lines of communication to address issues promptly. 

Centralization and Collaboration 

When you partner with Marketing Intent, you gain access to a team that collaborates seamlessly to centralize your marketing efforts. Whether you engage us to serve as your outsourced marketing team or to write a single thought leadership piece, we collaborate with your existing marketing team, your sales team and management team for the most insightful and effective marketing. We ensure that all components of your marketing strategy work harmoniously, delivering a consistent message and enhancing your firm’s visibility in the alternative investment landscape. 

Driving the Capital Raise Needle Forward 

Our ultimate goal is to help you drive the needle forward in terms of capital raise. By leveraging our comprehensive marketing capabilities, you can create a compelling narrative that resonates with advisors and potential investors. We keep touch points active, providing you with insights and updates, ensuring you’re always aware of what’s happening in your marketing campaigns. 

If you’re ready to take your alternative investment marketing to the next level, reach out to Marketing Intent today.

Let’s discuss your unique needs and how we can collaborate to drive your firm’s growth and capital raise. Your success is our mission, and we’re here to make it happen. Contact us today to start a conversation about your marketing needs. 

In the world of alternative investments marketing, asset managers are looking for that elusive silver bullet—the one thing that will instantly attract financial advisors and flood your fund with investments. However, the reality is that there’s no magic button that guarantees success in this competitive landscape. It takes dedication, a clear messaging strategy, and a long-term commitment to make significant capital raising progress. In this article, we’ll explore how to increase your chances of attracting investments and why partnering with Marketing Intent can be the key to your success. 

Building Financial Advisor Trust and Confidence Takes Time 

One crucial fact to understand is that building financial advisor confidence and securing investments isn’t an overnight process. On average, it can take up to 18 months from the initial interaction for a financial advisor to commit client funds to your investments. During this time, you must focus on activities that increase the likelihood of them choosing your fund. 

• Consistent Brand Presence: Maintaining a consistent brand presence is essential. Your branding should be cohesive across all channels, from emails to conferences. This consistency helps establish recognition and trust within the industry. 
• Effective Industry Communication: How you communicate within the industry matters. Engage in meaningful conversations, share insights, and actively participate in discussions. Building relationships with financial advisors and industry professionals is key. 
• Strategic Partnerships: Collaborating with industry partners can significantly enhance your credibility and visibility. It’s about forming alliances that align with your goals and target audience. 

Simplistic Messaging 

In a space saturated with alternative investment firms, it’s crucial to simplify your messaging. Financial advisors are bombarded with information from various sources, making it challenging for them to decipher what each firm offers. To stand out, your messaging must be: 

• Clear: Your message should be crystal clear and easy to understand. 
• Consistent: Maintain consistency across all communication channels to reinforce your message. 
• Concise: Be concise and to the point. Avoid overwhelming advisors with unnecessary details in introductory messages. 

By keeping your messaging simple and staying consistent across all channels, you make it easier for financial advisors to understand and remember what you offer. 

We Understand Your Unique Challenges 

At Marketing Intent, we understand the unique challenges faced by alternative investment firms. We can help you refine your marketing and messaging strategies to engage financial advisors effectively. Here’s how we can assist: 

• Strategic Assessment: We’ll evaluate your current marketing efforts and messaging to identify areas for improvement. 
• Messaging Refinement: Our team will work with you to simplify and clarify your messaging, ensuring it resonates with financial advisors. 
• Targeted Campaigns: We’ll help you reach financial advisors through strategic marketing campaigns, conferences, and industry partnerships. 

While there may not be a silver bullet in alternative investment marketing, there is a path to success through dedication and strategic marketing efforts. Simplify your messaging, stay consistent, and commit to the long game.  

If you’re ready to enhance your marketing and engage financial advisors more effectively, Marketing Intent is here to help. Let’s work together to make your fund stand out in the competitive alternative investment landscape. Reach out to us today for a consultation. 

Are you an asset manager that’s new to offering your products through financial advisors and the broker-dealer network?

In this article, we’ll talk about the various audiences you’ll be targeting, so you can get a good understanding of who’s who as you enter a new distribution channel.

Due Diligence Officers and Home Office Personnel

Let’s start with due diligence officers and home office personnel at broker-dealers and RIA firms. This group is at the top of the hierarchy. If we think about it flowing from the very top, where more information is allowed, down to the bottom, where less is.

Think about this group as the gatekeepers, with your goal of getting a selling agreement. You are sharing more information on the offering with them than you would with advisors or investors. This could be your track record, detailed financials, and pieces of information that you typically wouldn’t push down beyond them to advisors and investors.

Once you have the selling agreement in place, don’t forget the nurture. A mistake we often see asset managers make is to get the selling agreement and have established a relationship with a due diligence officer, but then they let communication taper off.

It’s important to continue to give updates on your offering. If you are a commercial real estate firm, for example, give updates on properties that you’re buying, or distributions you’re making to investors. It becomes a public relations effort in some ways, to keep due diligence officers/home office personnel updated. When they understand what you’re doing, they can continue to support your offering and positively influence future selling agreements with your firm.

Financial Advisors & RIAs

The next audience is financial advisors and RIAs. With this group, your goal is to always make it simple. We are in a world of complicated financial investment products. Make sure financial advisors and RIAs easily understand what you do.

An example we like to use is industrial real estate equals Amazon packages. Boil down what you do to reflect a lifestyle trend or an everyday topic so advisors will understand easily and feel confident about presenting your investment product to their investors.

Like with due diligence officers, continue to update advisors on your offerings, progress, changes, distributions and activity. They appreciate staying informed – especially when it comes to answering client questions. No one like to be caught off guard.

Investors

The third audience is investors – prospective investors as well as investors that end up investing in your fund. With prospective investors, your conduit to them is going to be through financial advisors and RIAs for the most part. You will produce materials that can be used with the end investor, but you’re going to rely on financial advisors to communicate that information to them.

Again, simplicity is so important because we all know we have really short attention spans. Even though we might be analytical people and some investors could be accredited investors or high net worth individuals, keeping it simple is key so they understand your offering quickly and easily.

Once investors are in your fund, make sure you’re communicating regularly with them, so again, they understand what’s happening. Build trust by keeping them updated.

We’ve covered the key audiences you’ll be communicating with as you work with broker-dealers and RIAs:

• Due diligence/home office personnel
• Financial advisors
• Prospective investors, and the investors in your fund

Need Help Communicating with Your Audiences?

If you need help understanding your audiences or better communicating with them, contact Marketing Intent. We’re happy to help.