Investment Marketing Newsletter – 4Q10
The Investment Marketing Business
Markets and economies certainly rebounded in 2010, with significant efforts from global governments to stimulate through aggressively accommodative monetary policy. While certainly not without some inherent risks, the recovery seems to have taken hold and market participants were rewarded. Small-caps led the way, with most pundits supporting prospects for strength in international emerging markets. Bond yields plummeted throughout 2010, reaching historic lows before closing the year with a bit of an uptick. The consumer is still hampered by a weaker housing and job market, but signals point a continued recovery. Overall, cautious optimism seems to be the most prevalent view, with the basic tenets of long-term investing, widening diversification, and risk management still key communications strategies for a successful 2011.
MBC Strategic client SunAmerica was recently presented several Gold and Platinum 2010 MarCom awards for excellence in marketing and communications. MBC worked closely with the entire SunAmerica team to help develop an advisor-only magazine for the firm’s mutual fund company. The publication competed in the Industry Magazine category, garnering the highest honor, a Platinum award. The quarterly release is used to position the firms’ overall market outlook and targeted product positioning for select funds. In addition, the 2010 edition of a comprehensive, advisor-specific practice management program also won two gold awards for both content and program design.
Marketing Consultant’s Corner
As we transition to 2011, it is important to reflect on your firm’s marketing performance this year, as well as your goals for the New Year. By analyzing your successes and failures, assessing your overall growth, and establishing long and short term goals, you can determine exactly how your firm’s branding and marketing needs have changed. It is also important to consider relevant changes in your target audience or the competitive landscape that may affect your marketing plan. With the help of a marketing and branding agency, you can develop tailored strategies to suit each initiative. Incorporating web, media, print or press efforts, you can implement a cohesive marketing plan that effectively communicates your brand and positions you for success.
In the fourth quarter, MBC Strategic was enlisted to help an established mutual fund company develop branded content for a new microsite. The site is part of an updated marketing strategy highlighting the enhancements the firm has made to their funds and advisor support initiatives. MBC contributed advisor-focused content, employing value-added messaging to emphasize measurable client benefits and deep sales support. The site, to launch in 2011, is expected to help promote communication and deepen advisor relationships.