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April Rudin and Hannah Shaw Grove team up for HFA (Hedge Fund Association) first UHNW event to help hedge funds learn more about marketing, advertising and messaging to UHNW/HNW investors and Family Offices. Learn from these two wealth marketing specialists who give actionable advice for funds who want to learn more about creating effective marketing plans to reach the wide array of accredited investors.
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Capitalizing on the JOBS Act: How to Market Hedge Funds to
UHNW Investors and Family Offices
with
April J Rudin and Hannah Shaw Grove
August 21, 2013
Wealth Marketing Experts
• Intended to create jobs, alleviate tight credit markets and create access to capital
• Instead it lifted the general solicitation ban for private placements
– Advertising and other marketing activities– Crowd-funding– Third-party accreditation portals
• Hedge funds can engage with clients and potential investors in new, more effective ways
What is the JOBS Act? Is It a Law?
UHNW
Inner Circle
Family Offices
Advisors
Strategies for Breaking through to the Ultra-Affluent
MFOs
SFOs
How Funds Market Today Doesn’t Address Range of Accredited Investors
TOOLS•Track record•Pitch books•LP communications•Offering documents•Fund/Market commentary
Employees(salaried or equity)
Third-Party Marketers
Cap IntroProfessionals
Investment Consultants
Referrals
MFOs
One-to-One Introductions vs. Newer, Amplified Platforms for Visibility
74.6%YES
Source: Beyond Performance, N=68
25.4%NO
Marketing Specialists say their networks are exhausted in < 1 year
• Brand awareness• Advertising• Media relations• Websites and digital media• Social media• Thought leadership• Conferences and events• Newsletters and communications
Generalized Solicitation Opens Opportunity for Marketing Activities
Accredited Investors are a Broad Market
They Think Differently From Each Other…
Referential Group
… and Rely on Different Resources for Guidance
Third-PartyMarketers
Primary Intermediaries
Media Personal Research
History
Source: The Sky’s the Limit
Opportunistic Credit
Generating alpha…King Street Capital Management
Renaissance Technologies
Event Driven
Goldman Sachs Asset Management
We will use this period of higher volatility…
Baupost Group
Long-Short Equity
Paulson & Co
Soros Fund Management
Our sector expertise and understanding of financial markets…
Och-Zif Capital Management
Bridgewater Associates Equity Special Situations
Ways to identify and mitigate risk exposure…
We focus on risk analytics…
Millennium Partners
We identify smaller, undervalued companies…
Moore Capital
We have a unique, proprietary process…
DE Shaw Group
Global Macro
Convertible Arbitrage
Multi-Strategy
Market Neutral
JP Morgan Asset Management
Wellington Management
BlackRock
Corporate Website
Pitch Books & Client Presentations
Reports & Updates
Newsletters
Thought Leadership
Press Release
Online Trade Journal
Print Publication
LinkedIn Profile
Blog
Conferences
Client Events
• Transparency & authenticity• Smaller is better• All mobile, all the time• Doing well by doing good• Don’t trust “suits”• Impact & affinity investing• Globally networked• Diminishing value of track records
Next Gen Wealth Has Its Own ValuesA different process with different messaging
Branding X X X
Advertising X X
Websites/Digital X X
Media Relations X X X
Social Media X
Thought Leadership X X X
Conferences X X
Events X X X
Newsletters X X
Communications X X X X
What Is the Right Mix for Your Fund?
Business Decisions AheadOne of three scenarios face hedge fund firms
Maintain Reallocate Invest
Common Objections & QuestionsPerceived obstacles to proactive marketing by hedge funds
• The fund is already closed (or at capacity)• Our company is very small, no marketing and sales people on
staff• We don’t have a marketing budget• Won’t advertising and PR attract the attention of the wrong
people?• How can my marketing efforts focus on accredited investors
only?
Seek Professional Advice to Reverse Public Perception
HNW Advisory BoardEducational Support
HFA Marketing Survey
Answers and Insights for HFA members
April: [email protected]
@therudingroup
Hannah: [email protected]
www.hsgrove.comwww.pw-mag.com
