The MFWire
Manage Email Alerts | Sponsorships | About MFWire | Who We Are

Subscribe to MFWire.com's News Alerts [click]

Rating:A Report Offers Suggestions on How to Market to RIAs Not Rated 3.0 Email Routing List Email & Route  Print Print
Friday, July 29, 2011

A Report Offers Suggestions on How to Market to RIAs

Reported by Armie Margaret Lee

For fund marketers pondering ways to reach RIAs, Financial Research Corporation has some suggestions. Asset managers should incorporate less push and more pull-marketing techniques, according to one of the findings in FRC's report, Winning Strategies for Marketing and Distributing to the RIA.

The report states that push-marketing efforts -- such as advertising, mass emails and cold calls -- are less effective in the RIA space than in other advisor channels.

"Although push-marketing strategies have been effective in other intermediary channels, asset managers could benefit from marketing and wholesaler interactions that are tailored more for the RIA channel," said the report's author, Amy LaFrance.

Asset managers are now increasingly tapping digital marketing strategies, such as micro sites, social media and mobile apps, as part of their campaign.

"This generates more meaningful interactions with RIAs, and opens the door to building stronger relationships in the future," LaFrance said in the press release.

FRC studied brand and advertising campaigns from 13 asset managers since 2010 and found that eight of those managers included a digital marketing component in their campaign. Among them is Ivy Funds, which earlier this year rolled out a campaign that includes videos, print ads with quick response codes, online ads and TV commercials.

FRC also urged asset managers to enhance their Web sites to better respond to RIAs' information needs. The use of Web sites is about 30 percent higher among RIAs than among advisors overall, LaFrance noted.  

Stay ahead of the news ... Sign up for our email alerts now

 Do You Recommend This Story?

Return to Top
 News Archives
2020: Q4Q3Q2Q1
2019: Q4Q3Q2Q1
2018: Q4Q3Q2Q1
2017: Q4Q3Q2Q1
2016: Q4Q3Q2Q1
2015: Q4Q3Q2Q1
2014: Q4Q3Q2Q1
2013: Q4Q3Q2Q1
2012: Q4Q3Q2Q1
2011: Q4Q3Q2Q1
2010: Q4Q3Q2Q1
2009: Q4Q3Q2Q1
2008: Q4Q3Q2Q1
2007: Q4Q3Q2Q1
2006: Q4Q3Q2Q1
2005: Q4Q3Q2Q1
2004: Q4Q3Q2Q1
2003: Q4Q3Q2Q1
2002: Q4Q3Q2Q1
 Subscribe via RSS:
Add to My Yahoo!
follow us in feedly

©All rights reserved to InvestmentWires, Inc. 1997-2020
14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
Privacy Policy :: Terms of Use