MutualFundWire.com: kasina Finds Three Secrets to Make the Most of Value-Added Programs
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Monday, August 20, 2007

kasina Finds Three Secrets to Make the Most of Value-Added Programs


kasina has some words of wisdom for asset managers when it comes to value-added programs for advisors, designed to increase inflows: be careful.

"We see asset mangers investing anywhere from $100,00 to $1 million annually in designing and disseminating value-added programs for advisors with little or no impact on assets under management," according to Anu Heda, manager at the New York-based consulting firm.

A big finding was that an asset manager must take into consideration two big ideas, the firm's brand and the goals of the distribution partner, when designing a program. The disregard of one or the other will result in failure.

In the end, kasina makes three core actionable findings in the report:

*Center on a strong brand - do not build programs around a brand currently in development;
*Improve the overall process - reach advisors at numerous times, include wholesalers, and foster program mesurment; and
*Segment advisors - Only deliver programs relevant to advisors needs.

The study is the product of interviews with marketing executives at 15 of the largest asset managers by AUM in the U.S.


Printed from: MFWire.com/story.asp?s=15459

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