Hedge Fund Marketing 101

You may not think that you are selling a product that needs brand recognition, but you are. Even the simplest things, like selecting a color scheme or text font that represents you, are important to hedge fund marketing. Make sure that all your marketing materials – including your pitch book – match your business card and website, as this builds client and prospect recognition. I’ve seen thousands of fund names, websites and marketing materials that affirm my belief that imaginative and creative fund managers are few and far between. Many seem to have given more thought to their tattoos than they have to their business identity.

There are professional branding and hedge fund marketing firms that work with investment fund managers and can help you develop your brand so you stand out from the piles of presentations sitting on an investor’s desk. These firms are incredible at what they do and have a suite of services that you can leverage, ranging from branding concept, marketing collateral, and website development and hosting. This does come at a price, with services ranging from $5,000 to $25,000.

If you have a creative side, there are online tools you can use to create your brand and logo. Tower Fund Services and many of our clients have used www.logotournament.com. For as little as $250, you can set up a competition in which graphic artists from all over the world will submit designs for you to rank and ultimately select as your company logo. The website has some simple questions to answer about the industry you work in, how you view your business (“artsy” or “corporate”), colors you like, and so on. Based on this simple profile, the artists will create and post their drafts for comments. After a few weeks, you finalize your selection and the winning artist sends you the logo in all the file formats you need for printing business cards and stationery, and for use on a website.

Have a presence on the web. A simple “splash” page that has your contact information is a good start. One of the first things that we do today when we meet a new person or business is jump on the Internet and see what we can learn about them. Since the Securities and Exchange Commission (“SEC”) lifted the ban on advertising, you can use your website to let people know who you are and what you do. You don’t need an elaborate site, but do use a simple site as a way to let the world know who you are, and more importantly, that you actually exist.

To summarize, your brand (Logos, Business Cards, Website and Online Reputation) is important!  It isn’t necessary to spend a lot of money on it, however, it should be well put together and consistent.   Please watch our video to see how a busy manager can fit some time into the day for marketing: