By Mark Macias
Technology has sent the giants falling like dominoes.
Blockbuster Video, Tower Records and others – destroyed after they failed to adapt to technology.
Asset management has remained primarily immune to any major disruptions from technology but that could change soon.
In September 2015, Macias PR hosted a hedge fund and private equity forum where we brought together industry leaders to discuss some of the emerging trends and threats they are seeing in alternative assets. One of the panelists detailed how cyber security is a potential tech disruption to fund managers and predicted it will hit the small and medium sized funds hardest.
But there is another potential disruption that could hit the alternative asset industry. It’s a legislative disruption, called the JOBS Act, which drastically changes the way fund managers find new investors.
I meet hedge fund managers all the time who say they don’t need publicity. But when I ask them: would you want your fund to appear in a Wall Street Journal story? All of them say yes.
One-on-one introductions with investors won’t go away, but now that the JOBS Act allows funds to market themselves to investors via the media, suddenly smart fund managers can reach thousands and even millions of targeted investors with only one news story.
Keep in mind, I’m not talking about advertisements. I’m talking about news stories that appear inside the influential financial publications, like the Financial Times, Wall Street Journal and Institutional Investor Magazine.
Here’s an infographic that takes a closer look at why PR is positioned to disrupt the financial industry.
By Mark Macias
Our PR team works with clients in different industries – tech startups, financial, nonprofits, service sector and retail. Business to consumer (B2C) media campaigns are usually easier to run from a conceptual perspective, but many Business to Business (B2B) campaigns are even more effective with a better ROI than B2C campaigns.
I frequently meet hedge fund managers who want to reach fund of funds, which is a B2B campaign. They usually tell me a media campaign won’t work for them – and on the surface, I can see why they would believe that. They aren’t pushing a service that the consumer can buy like many tech startups, but many fund managers do read the Wall Street Journal and watch CNBC and Bloomberg to hear where the markets are going. Fund managers must always be informed and they usually get their news from the business publications.
It may take time to see or understand how this new PR marketing approach can help hedge funds or private equity groups reach new investors and institutional money, but when you look at your news tomorrow morning, ask yourself: what is this information that is swaying my judgments? When I speak with clients or potential clients at the next networking event, will I discuss the news market?
Here’s an example of a story we used to help our compliance client reach targeted hedge fund managers. It’s in The Wall Street Journal and it involves hedge fund regulation. Sounds like a story you may want to discuss with your colleagues tomorrow. Click here to read the WSJ story.
Macias PR was named the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. The firm was founded by Mark Macias – a former Executive Producer with NBC and Senior Producer with CBS in New York. Macias is a weekly contributor with CNBC.com and author of the communications book, Beat the Press: Your Guide to Managing the Media, which has been featured in the NY Times, Fox Business, NY Post and others. Macias PR has run media campaigns for tech startups, financial groups, service providers, nonprofits and politicians.