Investment Marketing Basics
Your Investment Marketing effectiveness can be thought of as a system affected by many variables, and made up by of several pieces. These pieces can all be improved to enhance the performance of the whole. It is easy to compartmentalize these different areas and try to maximize each without paying attention to the whole system. This would be a mistake, as a decision for any one area should compliment the others, and not get in the way of their implementation. The following four areas of your business are all interconnected:
- Strategies: Define how you will meet your goals and vision for the company or sales division. What methods and paths of action are you going to employ and follow to complete your mission?
- MarketingSkills: What capabilities do your individual sales employees or groups have that can be used to find new solutions or ways to sell more business? “Know yourself.” Leverage what you have into a winning team and you will attract A players down the road.
- Resources & Support: What resources do you have in place that help members of your team communicate and share knowledge? Ensure that everyone is held accountable, and that management is truly a supporter and cheerleader rather then a slave driver or micro-manager. Focus on coaching, training, principal based leadership, and performance-based rewards.
- Systems: What systems are you using to combine your skills and resources into core competencies that your firm will use to execute its sales strategy?
“Opportunities multiply as they are seized.”
- Sun Tzu
There are a number of investment marketing tools your firm can use to solicit new sales. These include:
- Strategic Philanthropy
- Public Speaking
- Article and Book Publication
- Satisfied Clients
- Internet related marketing
- Alliances and Partnerships
- Advertising
- Surveys and Research
- Written and broadcasted publicity management
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