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

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

Rating:Pop Culture Marketing Helps New Fund Company Court 20- and 30-Somethings Not Rated 5.0 Email Routing List Email & Route  Print Print
Thursday, November 8, 2007

Pop Culture Marketing Helps New Fund Company Court 20- and 30-Somethings

Reported by Erin Kello

There's only one mutual fund company that uses MySpace to market its products, Thrasher Funds, which recently launched its first fund on October 15.

The fund's investment adviser is Thrasher Capital Management, a two-year-old firm based out of New York City's trendy SoHo district. Foreside Distribution Services is the fund's distributor.

Thrasher's first fund offering, called the GendeX Mutual Fund, no-load mutual fund that is actively marketed to a group coveted by fund companies, the 20- and 30-something crowd.

The MySpace page belonging to Thrasher boasts a diverse list of friends from singer John Mayer to hipster magazines Nylon and Filter. Even indie rock group Bloc Party makes an appearance.

In an interview with The MFWire, Khalid Reede Jones, chief operating officer and general counsel explained how the company came up with its marketing campaign. "We are of the demographic that we target and we sat down and thought about the kind of things that are visible to us."

Thrasher's website is also part of the marketing strategy. It features photographs of chic young people that look like they could have come straight out of a clothing ad. This is no accident. According to Jones, the photo on the website was, in fact, shot by a fashion photographer.

Thrasher also takes investor education seriously, with a show focusing issues young people face in investing like “What’s a Stock." The weekly YouTube show, "Thrasher Daily Street Talk," is hosted by Jones and discusses issues in investing and pop culture issues in general.

Jones says the fund is currently sold through advisors but Thrasher is also looking at wirehouse platforms for future distribution.

Eye-popping marketing aside, Jones sees Thrasher's place in the market in a very serious light. "Our goal is to provide stewardship to young people in their financial affairs," he said.  

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

5.0
 Do You Recommend This Story?



GO TO: MFWire
Return to Top
 News Archives
2024: Q2Q1
2023: Q4Q3Q2Q1
2022: Q4Q3Q2Q1
2021: Q4Q3Q2Q1
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:
Raw XML
Add to My Yahoo!
follow us in feedly




©All rights reserved to InvestmentWires, Inc. 1997-2024
14 Wall Street | 20th Floor | New York, NY 10005 | P: 212-331-8968 | F: 212-331-8998
Privacy Policy :: Terms of Use