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
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
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?
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
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
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?
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?