How can a fund firm stay top of mind with advisors? Perhaps you can give them more memory. That is the strategy tried recently by JPMorgan Funds, reports the New York Times
The New York-based fund group sent 20,000 128-megabit flash-memory sticks to broker-dealers and intermediaries as part of an effort to introduce the new brand after the merger of JP Morgan and Bank One. The flash sticks cost $17 each and each was loaded with a video presentation of the campaign's theme, "What it means to invest."
"JPMorgan has not had a strong association with mutual funds in the past," said Kristen Batteria, a spokeswoman. "This is the chance to say that we have arrived. And we want it to be noticed."
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