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Asset managers trying to get the attention of institutional investors must go beyond the typical marketing plan. Getting the attention of institutional investors takes place on a completely different playing field.
In contrast to financial advisors, institutional investors are not being bombarded with as many marketing materials, so in theory getting their attention should be easier. However, institutional investors’ marketing consumption behavior is generally confined to the asset managers they are already doing business with or potential managers they are considering when conducting an RFP. This demands an entirely different element of strategy for asset managers when creating their marketing plan, as the challenge for unknown firms to break through to this audience is incredibly difficult.
- “If I don’t recognize the brand or the name … then I probably wouldn’t even look twice at it.” Benefits Director, $750M DC/DB, NYC
- “I don’t get that much to be honest with you, but I don’t really look at things from providers that we’re not using.” CFO, $20M Endowment, NYC
As Randall Hula noted in Forging a Clear PATH to Corporate Innovation, it is critical to involve the right types of consumers at the right points along the Innovation Journey. Instead of simply focusing on your Target Consumer, it is important to recognize how other types of consumers—Lead Users, Creatives, Early Adopters and Brand Advocates—can contribute to and strengthen the innovation process.
These different consumer research groups form naturally around shared traits and preferences, the exact kind of commonalities that can spell gold for marketers—and market researchers. But the keys to tapping into their potential lie in understanding and identifying members of each group and knowing when exactly in the Innovation Journey they can contribute most.
It’s common for qualitative research practitioners to cast a wide net to ensure no insight is left unconsidered, and many apply the same logic to their innovation efforts, aiming for the big, blue sky with the hopes of capturing a new, game-changing idea. In practice, however, I’ve seen this approach to innovation not only produce incremental or non-actionable results, but also shelve some of the best ideas to collecting dust. To find success in innovation, it’s important to act deliberately and remain cognizant about where you want (and don’t want) to go. Continue reading
Market Strategies conducts numerous thought leadership studies for our clients. These studies are often released under the client brand so you may not even know they were conducted by us when you read about them in the New York Times or The Wall Street Journal, or hear about them on CNBC. While we can’t give away specific findings from our studies, we can tell you that the most recent studies have been impacted by a fascinating polling phenomenon—optimism. Continue reading
A clear definition of innovation, leadership who supports it and employees empowered to execute it are hallmarks of a strong innovation-oriented company. But, as my colleague Paul Donagher noted in Innovation Journey: Is It Better to be Lucky or Good?, the voice of the consumer is also important to product development research though including the right kind of consumer along the Innovation Journey is critical.
To include consumers in idea generation, we need a repeatable and reliable process that produces groundbreaking, market-relevant concepts by bringing creative individuals and forward-thinking consumers into the innovation process. This consumer-oriented process includes the following steps:
I was recently explaining the idea of an in-home interview to my husband. “You would never let someone into the house!” he replied, knowing that I would be skeptical, at best, if invited to participate in one. However, I would agree to participate in this type of immersive research. Even though I am unabashedly, undeniably and thoroughly biased, I believe that helps me understand why some of the busiest professionals working in some of the most sensitive and regulated industries agree to do the same.
Yes, financial advisors are busy. Yes, doctors have to be careful about what they say and share. Yet both are willing to meet with us at their offices and talk for rather lengthy periods of time. There are certain industries—financial services and healthcare being two prominent examples—where compliance concerns, traditional thinking and precedent can falsely limit the qualitative method possibilities.
Editor’s Note: Our qualitative researchers go beyond people’s words and actions to reveal the meaningful insights behind them. They have decades of experience across a myriad of industries and brands. But who are they? And what drives their desire to connect with others? Take a two-minute peek into today’s featured moderator: Rob Darrow.
When I first entered the field of market research years ago, the CEO of our small boutique firm routinely stated that “our greatest challenge doesn’t come from other research firms, but from prospective clients who feel they don’t need research.” Thankfully, most companies recognize that market research plays a critical role in market success, but even that enlightened view is not sufficient to guarantee success.
After all, what does “market research” for any given organization actually mean? When is it needed? How should it be applied? Even those who are committed to better serving their customers can find themselves making some very basic mistakes when it comes to using or not using market research. Following are two common mistakes that businesses make when it comes to market research and product development.
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Amid an era of seemingly unprecedented political and global change, questions around the health and longevity of the financial markets abound. Investor trust in the financial community continues to be tested as factors beyond investors’ control threaten to jeopardize their retirement savings and financial wellness. Meanwhile, ongoing news coverage on the status of the DOL fiduciary ruling, sharpened emphasis on fees and the emergence of robo-advisory services as an alternative to traditional advice models are creating new challenges in the advisor industry. As such, understanding how investor-advisor relationships are established, the key drivers of advisor consideration, satisfaction and loyalty, and the role of trust and value has never been more imperative for advice providers.
Affluent investors don’t typically seek sweeping changes, especially when their long-term goals are funding a stable and healthy retirement. Nonetheless, when trust wanes and cheaper alternative solutions such as robo-advisors are within reach, change can become an attractive option. With those dynamics in mind, we are excited to kick off a qualitative study to explore the critical factors at stake across the key stages of the investor-advisor relationship life cycle. We’ll explore: Continue reading
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Getting through to an intended audience is the constant goal of marketers. There is little value in carefully curating messages and developing a plan for execution and release of those messages if they never capture the attention of a firm’s targets. The most return from marketing activities is created when the right message meets the right person at the right time. This is true across all industries, including the institutional space.
As a follow-on to our successful 2013 and 2016 advisor marketing collateral studies, Cutting Through the Institutional Marketing Clutter™ will expand insights regarding best-in-class approaches for maximizing the reach and impact of institutional investor-oriented marketing efforts. In a series of focus groups and in-depth one-on-one interviews with institutional investors and consultants, we will examine the full spectrum of marketing material, from email and white papers to provider websites and webinars.
What Will We Ask?
To better understand the marketing that is most effective with institutional investors and consultants, we need to understand the type and frequency of messages they are receiving, the aspects of the messages that are capturing their attention and the firms that are producing best-in-class communication. The report will provide insights into the marketing consumption habits of institutional investors and investment consultants, including their communication preferences, perceptions of content and digital marketing experiences. Continue reading