MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication
an InvestmentWires' Publication
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MutualFundWire.com
The insiders' edge for 40 Act industry executives!
an InvestmentWires' Publication |
|
Thursday, January 18, 2001 Following Their Theme Stein Roe, Liberty's retail-only family of funds, has added two funds to its lineup. The funds, which employ a "thematic" investing strategy, are both managed by Danish Unibank. In order to more effectively communicate the new manager and strategy to investors, the firm has compiled a CD it will be mailing out to consumers. Stein Roe's new marketing move comes admist talk of its parent company's sale. Last weekend, London's Daily Telegraph reported speculations that Prudential PLC has emerged as the lead bidder for Liberty Financial. Deploying new marketing strategies under those circumstances may raise eyebrows. "We're operating as business as usual, and that's the only we can can operate," said Wendy Rauch, spokeswoman for Stein Roe. "We need to go business as usual to keep us strong, whether someone does buy us or doesn't." The new marketing effort will reach the firm's existing retail clients primarily through mailings. "We're working very diligently right now to get the CD into current shareholders' hands," said Rauch. "That's not to say we'll mailing them to everyone, but we'll be sending reply cards to people and will send them out to people who are interested." The CD is intended to educate retail investors about the sub-advisor, Unibank, whose funds have not been available previously in this country. Furthermore, the firm is able to explain the premise behind the theme-based investing strategy. Nonetheless, the unusual strategy will not, said Rauch, present a barrier to potential investors. "I don't think it's difficult at all. In the world we live in, people are often more savvy about things than we give them credit for," said Rauch, "Because it's a fund that's sub-advised by a group of advisors who are new to the United States, that more than anything required some explanation of who they are." Printed from: MFWire.com/story.asp?s=26320 Copyright 2001, InvestmentWires, Inc. All Rights Reserved |