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Capitalizing On The JOBS Act: How To Market Hedge Funds To UHNW Investors and Family Offices
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Capitalizing On The JOBS Act: How To Market Hedge Funds To UHNW Investors and Family Offices

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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 …

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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  • 1. 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
  • 2. Wealth Marketing Experts
  • 3. • 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?
  • 4. UHNW Inner Circle Family Offices Advisors Strategies for Breaking through to the Ultra-Affluent
  • 5. 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 Intro Professionals Investment Consultants Referrals
  • 6. 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
  • 7. • 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
  • 8. Accredited Investors are a Broad Market
  • 9. They Think Differently From Each Other…
  • 10. Referential Group … and Rely on Different Resources for Guidance Third-Party Marketers Primary Intermediaries Media Personal Research History Source: The Sky’s the Limit
  • 11. 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
  • 12. Corporate Website Pitch Books & Client Presentations
  • 13. Reports & Updates Newsletters Thought Leadership
  • 14. Press Release Online Trade Journal Print Publication
  • 15. Twitter LinkedIn Profile Blog
  • 16. Conferences Client Events
  • 17. • 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 Values A different process with different messaging
  • 18. 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?
  • 19. Business Decisions Ahead One of three scenarios face hedge fund firms Maintain Reallocate Invest
  • 20. Common Objections & Questions Perceived 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?
  • 21. Seek Professional Advice to Reverse Public Perception
  • 22. HNW Advisory Board Educational Support HFA Marketing Survey Answers and Insights for HFA members April: april@therudingroup.com www.therudingroup.com @therudingroup Hannah: hannah@hsgrove.com www.hsgrove.com www.pw-mag.com

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