While investment managers see the enormous potential of the Registered Investment Advisor (RIA) channel, according to RIAs, most firms have struggled to reach them with relevant communications. In an effort to help managers develop and improve their RIA marketing strategies, SwanDog and Morningstar undertook a comprehensive study in Spring 2009. From that research, we learned much from RIAs about what they are seeking from their partners.
The SwanDog/Morningstar RIA study:
Surfaces shortcomings in investment manager communications
Identifies marketing efforts that RIAs most value
Explores how and where RIAs look for information, and behaviors that can guide investment managers to more effectively reach this important client segment
Beyond those practical insights, RIAs identified the five firms that do the best job of marketing to them and what drives their perspective. The study also reveals firms that RIAs believe did the best job during the past year’s market crisis.
Download Marketing to Today’s RIA: What Every Investment Manager Should Know by completing the form below. This free study can inform your existing marketing efforts while helping lay the groundwork for your 2010 marketing and distribution efforts.
Want more insight? Join Dave Swanson, Founder & Managing Principal of SwanDog and Mike Barad, Vice President of Morningstar’s Financial Communications Division hosted an hour-long webinar on October 20. During that session, Dave and Mike went over study results, extending the discussion into additional findings and implementation recommendations.
The Seven Goals of a Great Marketing Plan
For the past week, the DailyDog has been highlighting what should be the 7 primary goals of every marketing plan.
A written marketing plan is essential to positioning your firm for
success, particularly in today’s environment of challenging markets,
scarce resources and increased competition. Yet nearly 40 percent of
financial firms operate without one (according to our study Beyond The
Collateral). And frankly, most that we’ve seen are little more than
tactical “to-do lists.”
How To Save the Mutual Fund (Before It's Too Late!); Download Our Free Whitepaper Today
These are tough times for the mutual fund—from a pricing model that’s fast giving way to better, cheaper alternatives, uncompetitive taxation that continues to drive business elsewhere and a wobbly value proposition—active management—spurring a quest for more reliable performance outcomes.
Can the mutual fund be saved? SwanDog Strategic Marketing believes it’s not too late--if you act now.
Download How to Save the Mutual Fund (Before It’s Too Late), a free whitepaper that challenges convention and identifies the reasons you should be concerned. The whitepaper also includes steps you should be taking today to mitigate your exposure.
For a fresh and lively perspective on how mutual fund companies, other investment managers and broker-dealers need to address this looming threat, simply complete the form below.
Meet The DailyDog
Introducing: A First-of-Its-Kind Widget
Do you want marketing help but...don't have the time or the money? Perfect. We've launched the DailyDog, a marketing planning widget just for you. Get the widget here and read our rationale here.
Marketers Expect 10%-20% Budget Cuts in 2009...But Will Cutbacks Be Deeper?
Don't miss the updated findings to the 2007 SwanDog Strategic Marketing/FRC Beyond The Collateral research, which we've published in a 10-minute video presentation on the Beyond The Collateral research Web site. Beyond The Collateral was one of the most comprehensive examinations of marketing ever undertaken in the intermediary-distributed financial space.
Among our October 2008 findings: Two-thirds of marketing executives told us that they expect 10%-20% budget cuts while one-third expect cuts to exceed 20%. As deep as even 10%-20% cuts can feel, we suspect that many chief marketing officers (CMOs) are underestimating the crisis' impact.
The survey also asked marketers how priorities were being reset in the current environment and how they were aligning with business goals. For insights into the adoption rate of digital media, see our partner Rock The Boat Marketing 's blog.
PIMCO's ETF Launch Moves Doomsday ClockTM to 25 Minutes to Midnight
PIMCO's launch of a short-term treasury ETF and the announcement that they intend to add additional ETFs has moved SwanDog's Mutual Fund doomsday clock to 25 minutes to midnight.
"As retail advisors increase the use of ETFs in client portfolios, we believe they will gravitate to firms they are already working with," say Dave Swanson, Founder & Managing Principal of SwanDog. "It's a brilliant brand play at a time of strength for PIMCO and begs other mutual funds providers with similarly strong asset class brand positioning to follow suit."
The Mutual Fund Doomsday clock was designed in support of mutual funds as a way to call attention to the threats they are facing. As well, we hope it encourages firms to focus on strategies for correcting structural shortcomings and improving their marketing.
