An Allocator's View on Effective Hedge Fund Marketing [Part II]

An Allocator's View on Effective Hedge Fund Marketing: Part II by Joe Peta & Stan Altshuller, Novus

What is effective hedge fund marketing?

The world of marketing has changed, and it’s critical for managers to rethink how they communicate with investors by taking a moment to see things from the investor’s point of view.

Investors today have access to more information than they can effectively consume. They are being bombarded by emails, mar­keting brochures, pitch books, and bold claims from managers competing for their capital. Increasingly, this sort of “push market­ing” is having less impact on investors who have heard it all before. To be competitive in today’s environment managers need to differentiate themselves by clearly demonstrating their value to...