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Rating:Brand, Benchmarks and B-Ds, Better Distribution in Three Easy Steps Not Rated 0.0 Email Routing List Email & Route  Print Print
Wednesday, September 03, 2008

Brand, Benchmarks and B-Ds, Better Distribution in Three Easy Steps

Reported by Erin Kello

In these tough market times, distribution strategies become all the more important. The MFWire spoke with the stars of Nicsa's new distribution Webinar series to see what they think are the the most important considerations. First up are Neil Bathon's top three tips for increasing distribution.

Bathon, managing director of PMR Associates, told The MFWire that the three most important things an asset manager can do to shore up distribution are: avoiding blow-ups, focusing on the broker-dealer home office sub-channel and having a greater sensitivity to brand issues.

Cutting out variance in performance is the first thing a company can to do to appeal to intermediaries, Bathon said. The best way to do this, he said, is to formalize the investment process to insure stable investment performance versus the benchmark.

The second thing that can influence distribution, according to Bathon, is a focus on the the broker-dealer home office distribution sub-channel. Firms, he said, should align resources to take advantage of this growing channel.

Being sensitive to their brand's image is the last thing Bathon said that companies can do to increase distribution, adding that the company's brand "should permeate through all aspects of their being." Examples that Bathon gave were T. Rowe Price, Capital Group and Dodge & Cox.

Stay tuned for The MFWire's chat with the other half of the webinar duo, Lisa Cohen, chief executive officer and principal of Momentum Partners.  

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