“More hunter than game” or “to see and to be seen” –these statements often reflect the more or less derogative verdicts of critics at national and international conferences. Frequently, one of the arguments presented is that the “concentration of investors” at many events is too small. Another claim is that both active and passive participants simply utilize these venues for self-marketing: they seek contact with personnel consultants and competitors. These are the less constructive aspects of this critique. What is typically forgotten though are that these events have existed for years and, despite prophecies of doom, provide benefits for participants. The following discussion point seems noteworthy: What advantages do national and international gatherings of the asset management industry offer? What can and what can’t one expect from these formats?

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National and International Events: Fund Boutiques, Skittish Deer,
and Hairstylists
By Markus Hill, Independent Asset Management Consultant
(Published only in German, www.finanzen.net)
“More hunter than game” or “to see and to be seen” –these statements often reflect the more or
less derogative verdicts of critics at national and international conferences. Frequently, one of the
arguments presented is that the “concentration of investors” at many events is too small. Another
claim is that both active and passive participants simply utilize these venues for self-marketing:
they seek contact with personnel consultants and competitors. These are the less constructive
aspects of this critique. What is typically forgotten though are that these events have existed for
years and, despite prophecies of doom, provide benefits for participants. The following
discussion point seems noteworthy: What advantages do national and international gatherings of
the asset management industry offer? What can and what can’t one expect from these formats?
Selection: National and International Events
Examples of large-scale conferences within German-speaking countries are, among others, the
Fund Congresses in Mannheim and Vienna or the Fund Congress in Switzerland. Interesting from
an international point of view is also the FundForum International in Monaco (ICBI). Event types
overseas offer even more interesting formats. Terrapinn, Financial News, Marcus Evans, and
others are among the well-known providers for this. All providers, even those in Germany, can be
characterized based on quality, scale, and market penetration. Among a group of experts, the
reputation can be perceived quite differently as well. In addition, one can identify a large number
of national and international providers, including “in-house events” of asset management firms
and consultants. IPE, for instance, is an example of a cross-country approach that is sometimes
locally known as IPE Institutional Investment. This is merely a small sample selection and is by
no means comprehensive in its nature; but, it does show how seemingly “unnecessary” formats
continue to thrive.
Conference Objectives
Similar to scientific and academic conferences, many national and international conferences
simply set out to disseminate knowledge within a particular industry. In addition to media,
internet, and the likes, these sorts of events can certainly generate an exchange of ideas,
discussion, and knowledge. However, over the years, different objectives have started to emerge

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so that new foci—even combinations of such—become possible: conferences to gain leads for the
sale of investment companies. Other objectives could be the maintenance of brand awareness and
customer retention.
Differences in Expectations: “Professional Visitor” versus Sales
Visiting events such as the Fundscongress or the FundForum International, one may be able to
draw a first conclusion as to why misplaced expectations can lead to hardly justifiable, negative
judgments. If an event organization widely announces that its goal is to bring together national
and international industry, it is not too surprising that primarily industry representatives attend the
meeting. Any plus of investors’ shares should clearly be seen as an added value to the event.
Examples: At a national event, industry primarily meets industry. At an international event
(FundForum International) similar structures exist, but what stands out is that over the past years,
more and more investors attend the event. Every participant and sponsor must decide for himself
or herself what constitutes the optimal mixture of providers and investors. I can only speculate
here, but that one or another critic of this sort of event was not aware of this matter in the
beginning.
Fund Boutiques: The Added Value of International Events for Providers and
Investors
When one examines, for example, the settings of an international event (“Monaco”), it stands out
that interesting individuals or groups from Germany who wish to participate often come with a
certain degree of market significance. If firms have departments or divisions for international
business development, interest in participation is more likely. (The personal experience of the
author addressing numerous domestic fund selectors regarding panel discussions in foreign
countries seems to underline this issue.) Companies such as Union Investment, DWS, and Deka
observe these events and show their interest.
Companies like Universal Investment in Germany (private label fund launches and sales) and
other investment companies such as Hauck & Aufhäuser or IP Concept could discover, in terms
of content, a large network of asset management providers and asset managers who promise
interesting subject-matter discussions. These specialized investment companies would, in turn,
offer foreign asset managers added value in regard to market entry in Germany—administration
or direct sales support. As an alternative to the classical concept of placement agent, the
discussion of market processing strategies certainly seems appropriate. Many providers, even in
Germany, are not aware of the potential that Europe or “the globe” can offer; for each excellent
niche player, opportunity exists—and not just on a national level. In light of border-crossing
sales, good times have come for providers and fund initiators.
Excursion: Optimizing Potentials and Similarities: Asset Management
Companies, Consulates, and Economic Chambers
The primary goal of conferences or symposiums is the exchange of ideas within the industry, and
ideally, this includes the chance to make business connections. Yet, this depends on the actual
number of investors at the event. The typical event structure often reflects the settings found at
events organized by consulates or economic chambers: they bring people together through a
common topic. These institutions also want to foster business connections, but know the format’s

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limitations due to resources. In the end, one can lead a horse to water, but one can’t make it drink.
Focused approaches to establish contact typically occur through classic sales activities or through
bringing suitable providers in.
Outlook
There are interesting national and international event formats that are credible. Obviously, many
asset management companies evaluate the efficiency of event sponsorship. In addition to
conferences, this also holds true for special event formats (road shows, investor conferences).
However, what seems really important is that there is no “best conference” format; the productive
competition among event organizers promises positive change. Valuable though is the clear
positioning of the individual formats: industry meets industry, industry meets investor, or a
combination of both. A good event should positively contrast from the sort of event about which
critics sometimes rightfully say: This event is only about a hairdresser who wants to sell a haircut
to another hairdresser!
PS:
http://de.slideshare.net/MarkusHill/fund-forummonacopanelinputideas10062013
http://de.slideshare.net/MarkusHill/asset-managementconferencesmorehunterthangame27052013
Feedback, additional thoughts, experience or any kind of dialogue on such context is most welcome; please
contact info@markus-hill.com or Mary Daute (Asst. Manager). Phone: + 49 17 66 33 66 094
Markus Hill
Markus Hill (MSc in Economics) is an independent asset management consultant based in Frankfurt, Germany
Professional experience includes SEB Bank and Credit Suisse Asset Management. In addition, he worked as head of
sales and PR for a German fund boutique. Since 2005 he specialized in the management of mandates, sales,
marketing, and PR (consulting, "introducing"). Markus is also involved in selecting themes in the specialist areas of
target funds with a multi-management aspect, fund boutiques and mutual funds for institutional investors (product
scouting, fund selection). Furthermore he is actively engaged in cooperation with the market-leading Private Label
Funds/Master KAG in Germany (Universal-Investment) promoting the idea of independent asset management and
was the Co-Initiator of the first all-German Consultant survey in 2005 and the first "UCITS-survey" in 2003. Market
entry into Germany, behavior of fund selectors and fund providers in German asset management industry are often
discussed by him, e.g. in his asset-management-publication MH-Focus. Through many articles, columns and
presentations (national and international) he has become a highly recognized expert in the German asset management
industry. "Industry multiplier" is a term often used by journalists and clients to describe his style and personality.
(Markus Hill/ MH Services assigned in the role of Media Partner for: UCITS Alternatives Conference in
Zürich, September 2011)
Markus Hill MH Services
email: info@markus-hill.com
website: www.markus-hill.com
phone: 0049 (0) 69 280 714 mobile: 0049 (0) 163 4616 179