LPs are tired of receiving the same things day-in, day-out
The alternatives industry is one of those rare few which has people who still believe that ‘real marketing’ is to bring in someone with relationships… then proceed to call/email them over an 18-24 month period. All in an effort to bring in that big capital raise. It works, but marketing in most other industries have grown beyond that by leaps and bounds.
Yes, most managers have evolved since the JOBS Act and are handling a lot more ‘real marketing’ themselves, be it email campaigns, LinkedIn updates, or building a website.
However, there is a lot more that can be done for managers to stand out from the crowd. An allocator we spoke with recently shared with us how he was getting tired of speaking with managers who felt they had something different to offer, only for him to receive the type of materials he received day-in, day-out. We talked about this before, but few people make it through pitchbooks from start to finish. So how do you make your material stand out? Are you including infographics? Are making sure your pitchbook isn’t text-heavy?
In addition, there remains vast potential in the industry for further marketing; few have gone into the realm of re-marketing, and adoption for video still has yet truly pick up. One of the first videos we worked on, dubbed “The World’s First Hedge Fund Advertisement”, is still sending aftershocks that are hitting managers nearly 6 years later. By the way - we’ve gone a step further to produce a 2nd video for the same manager: