A CONFERENCE PLAN FOR MONEY MANAGERS

Ron SuberSenior Partner, Merlin Securities

CTA EXPOChicagoSeptember 13, 2011

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Today’s Discussion

Conference Success Chart

Conference Success Chart

•Get away from the office

•Reconnect / friendships

•Promote something

•Find a job

•Impress your peers

•Help your business

•Meet the right people

•Learn and get ideas

•Raise money / find new investors

•Party with Bucky

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Why Go to Conferences? Why are We Here?

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The Funnel

Conference Attendees

Customers/Investors

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Know Your Audience

It is critical that attendees truly understand who is in attendance – and that they tailor their conference strategies accordingly

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Who is Here Today?

•Money Managers•Asset Allocators•Investors•Money Raisers / TPM•Consultants•Trading Firms•Exchanges•Press / Media•Vendors

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Do Your Homework…Then Choose Your Weapon to Meet Them

Sharp Shooter?

Or Rapid Fire?

RECIPE FOR SUCCESS

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Your Equations for Success at Conferences

#OIO x CR = SUCCESS

IQ and EQ and NQ and CQ = EFFECTIVENESS

“Social Selling” = Gathering Info Before and After the Conference

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Which Investors Might be in Attendance?

THE SPECTRUM OF FUND INVESTORS

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Know Your Story and Deliver Your Messages

When meeting a new contact, you have 60 seconds to explain:

• Who you are

• What you do

• How you do it

• Why you are better or different

• Why the person should believe you

• Harmonize

Know your offering and value proposition, then get to the point clearly and quickly

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What NOT TO DO and WHAT TO DO

What NOT TO DO:

• Don’t get distracted – your BlackBerry, iPhone, DROID is NOT your friend

• Don’t forget to make appointments – never assume you’ll “run into” someone you want to meet

• Don’t have conference coffee breath

What TO DO:

• Take notes on the back of business cards

• Observe innovation, new trends and best practices

• Introduce others—be the conduit

• Bring aspirin and water!

When you get home, take action:

• Call, connect, email and LinkIN those people you said you would

• Develop a follow up plan

• Write notes and emails from on the plane home

• Create a vCard with all info

• Book time to digest the conference while fresh

• Share knowledge from the conference

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Follow Up

Without follow up, a great conference can go to waste

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Understand the Conference Landscape

The landscape has changed dramatically at conferences

To reach the next level of AUM, clients, investors, etc., must understand which investors/people they should target and what each requires

Conferences are an investment: Time, Attention, Money and Energy.

MAKE THE MOST OF IT.

QUESTIONS & ANSWERS

Ron SuberSenior Partner, Merlin Securities

Mobile: (847) 544-8362Email: rsuber@merlinsecurities.com