Capitalizing on the JOBS Act:
How to Market Hedge Funds to
UHNW Investors and Family Offices
with
April J Rudin and Hannah...
Wealth Marketing Experts
• Intended to create jobs, alleviate tight credit markets and create
access to capital
• Instead it lifted the general sol...
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 commun...
MFOs
One-to-One Introductions vs. Newer,
Amplified Platforms for Visibility
74.6%
YES
Source: Beyond Performance, N=68
25....
• Brand awareness
• Advertising
• Media relations
• Websites and digital media
• Social media
• Thought leadership
• Confe...
Accredited Investors are a Broad Market
They Think Differently From Each Other…
Referential
Group
… and Rely on Different Resources for Guidance
Third-Party
Marketers
Primary
Intermediaries
Media Person...
Opportunistic Credit
Generating alpha…
King Street Capital Management
Renaissance Technologies
Event Driven
Goldman Sachs ...
Corporate Website
Pitch Books & Client Presentations
Reports & Updates
Newsletters
Thought Leadership
Press Release
Online Trade Journal
Print Publication
Twitter
LinkedIn Profile
Blog
Conferences
Client Events
• Transparency & authenticity
• Smaller is better
• All mobile, all the time
• Doing well by doing good
• Don’t trust “sui...
Branding X X X
Advertising X X
Websites/Digital X X
Media Relations X X X
Social Media X
Thought Leadership X X X
Conferen...
Business Decisions Ahead
One of three scenarios face hedge fund firms
Maintain Reallocate Invest
Common Objections & Questions
Perceived obstacles to proactive marketing by hedge funds
• The fund is already closed (or a...
Seek Professional Advice to Reverse
Public Perception
HNW Advisory Board
Educational Support
HFA Marketing Survey
Answers and Insights for HFA members
April:
april@therudingrou...
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Capitalizing On The JOBS Act: How To Market Hedge Funds To UHNW And Family Offices

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The JOBS Act allows hedge funds to advertise/market their funds beginning on 9/23/13. Are you prepared with a marketing plan? Who are UHNW investors and what do they value? Sponsored by HFA (Hedge Fund Association)

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

  1. 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. 2. Wealth Marketing Experts
  3. 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. 4. UHNW Inner Circle Family Offices Advisors Strategies for Breaking through to the Ultra-Affluent
  5. 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. 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. 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. 8. Accredited Investors are a Broad Market
  9. 9. They Think Differently From Each Other…
  10. 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. 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. 12. Corporate Website Pitch Books & Client Presentations
  13. 13. Reports & Updates Newsletters Thought Leadership
  14. 14. Press Release Online Trade Journal Print Publication
  15. 15. Twitter LinkedIn Profile Blog
  16. 16. Conferences Client Events
  17. 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. 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. 19. Business Decisions Ahead One of three scenarios face hedge fund firms Maintain Reallocate Invest
  20. 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. 21. Seek Professional Advice to Reverse Public Perception
  22. 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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