financial services - asset management - events marketing planning - june 2011

Marketing plan for the Asset Management Event portfolio

Presented by

Samuel Chatelain

S. P. Chatelain © 2011

1. Integrated marketing strategy 2. Event marketing planning3. Email and Social Media Promotion

1 - AN INTEGRATED MARKETING STRATEGY

Asset Management Events Portfolio


Integrated events strategy for success

Achievable Event Objectives

1. Ensure event sponsorships, attendance goals and repeat business

2. Enhance customer experience, build communities

3. Demonstrate and showcase opportunities

4. Build brand equity and enhance marketing activities that already work (upsell, referrals)

5. Use social media, direct and digital marketing, lead generation and advertising

6. Budget setting in July/August for the year ahead

Realistic Event Cycles

Three Phases

Millstones by type of events

Smallevents

Largeevents

1 - Planning and data cleansing phase

4 weeks 8 weeks

2 - Marketing and selling phase

16 weeks 24 weeks

3 - Organisation and delivery phase

4 weeks


Five routes to strategic advantagesBusiness/Product Offering

Old/Existing – improve the way of strategic decision New/Creative – change the direction of strategic thinking

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Route 1 – Key Factor Successallocate resources where they will be most effective in relation to KFS

Route 4 – Aggressive initiativesDirect competition with new business or new products

Intensify functional differentiation valued by users

Enhance roundtable format to digest

presentations

Improve brandingIncrease user loyaltyCost of remaining differentiatedImage issues

Encouragecompetitor’s customers to switch brands (launch newevents)

New tech, sector trends

Increase share of voice on social media

and networks

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Route 2 - Relative superiorityExploit competitor's relative weakness using price or cost leadership

Route 5 – Strategic degrees of freedomEmbrace innovations in products or markets where no competitors exists

Price advantage, scaling

Integrate MkISBetter price/value communication in all distribution channels

Cost structure leadershipPricing decision flexibility

Reduce staff turnover and cost of

retaining talents

Maximise user benefits

Enhance exhibitor-to-visitor ratio

Launching new niche events faster

Maximise customer satisfaction/intimacy

Close up to market shift growth in

emerging markets (Dubai, Mumbai or Shanghai)

Route 3 – Focus or NicheDevelopment of unique product features (but imitation may come onto the market)

Determine a specific competitive advantage that may be gained within a particular market segment

Become more experienced than competitors using new techniques and marketing processesS. P. Chatelain © 2011

Budget target – numbers’ gamebased on contact database of 190,000 senior decision-makers

Events(*) Supporters: Media, Knowledge & Marketing Partners, Official Association, Official PR Agency, EndorsementVisitor Ratios: e.g. 1:5 5 for 1 visitor

LocationLengthMonth

Visitors Speakers SponsorsS, G, D, B

Exhibitors Supporters* Sub-total

5xLondonNYC, SGP12 days

1,420(> 2/3)

250(1:5)

47(1:30)

44(1:32)

95(1:14)

186(1:8)

London Event 1 London2 daysSept.

130(= 2/3)

25(1:5)

3(1:43)

6(1:22)

9(1:14)

18(1:7)

European Event London2 daysMarch

500(> 2/3)

75(1:6)

22(1:22)

22(1:22)

36(1:14)

80(1:6)

North American Event New York1 dayJune

250(< 2/3)

58(1:4)

12(1:21)

8(1:31)

23(1:11)

43(1:6)

Launch event in Asia Singapore1 dayOct.

150(> 2/3)

25(1:6)

3(1:52)

6(1:25)

9(1:17)

18(1:8)

London event 2 London2 daysNov.

150(= 2/3)

21(1:7)

3(1:50)

7(1:21)

17(1:9)

27(1:6)

London event 3 London2 daysNov.

120(= 2/3)

23(1:5)

7(1:17)

1(1:120)

10(1:12)

18(1:7)

London event 4 London2 daysMay

120(< 2/3)

23(1:5)

3(1:40)

6(1:20)

9(1:13)

18(1:7)


Remarkably healthy industrywith ample capacity to tackle many of challenges ahead

(Key management themes that separate winning asset managers from losers)

Sales processes move to a more institutionalised and consultative wholesaling modes with co-marketing alliances

Seizing the retirement opportunity

Emphasis on open-architecture platforms

UCITS IV: breaking down national barriers and promoting economies of scale

IPO market growth

Driving scale to generate operating leverage

New approach to third-party distribution and joint production through both the asset managers' and insurers' platforms

New product development is growing in importance with serious pricing ramifications

UCITS IV: challenges with SRRI in all asset classes

AIFMD: 3rd country restriction, depositary tariffs, onerous reporting

More extensive due diligence and sophisticated performance metrics

OTC derivatives: unintended effectsS. P. Chatelain © 2011

A wider range of players enters the industry to deliver on the changing needs of retail and institutional investors


Distribution channelsMake readily available all marketing deliverable and branded

promotional sales tools for targeted audiences

Online and offline channelsImplement new marketing campaigns (PR, advertising, social media) and other multichannel promotional activities (discounts & early birds)

• Exploit SponsorshipsBrand Associations

• Build communitiesSocial Media

• Especially to trade publicationAdvertising

• Other ad hoc trade eventsPromotions

• Sponsors and supportersB2B Presentation

• Purchase of mailing listDirect Mail Program

• Offer to bloggers/twittersTrade-Out

• Offer discounted visitJournalistic Reviews

• Interactive experienceViral Marketing

• Prepare press releases Press Kits

• Conference deliverablesMarketing Materials

• Upcoming events promotionsNewsletter

• Call clients after mailingsFollow-up calls

• Keep attendee lists up-to-dateClient profile record

Intermediaries distribution pipelinesDevelop and distribute timely, effective publicity, news and feature articles

UK, US and Asian online communities

Online Social Media platforms in English

Trade press and financial magazines (e.g. IC, FT)

UK, US and Asian Financial journalists (PR)

Institutional, regulatory and supervisory bodies

FS Associations, clubs and other bodies

Other major financial & AM events

Marketing Partners and Sponsors

Solutions Providers and IFCs

Conference-intender and existing clients


Marketing StrategyIntegrated and multi-channel

Direct and Digital

Marketing

Advertising, PR, contra

deals & media partnerships

Relationship Management

and Social Media

Web and SEO, PPC, link-building, viral

Marketing

• Digital and direct marketing campaign aims for direct response

• Advertising, PPC and media partnerships bring awareness and increase share of voice

• Social media develop communities and networks

• Relationship management builds user intimacy

• Web presence optimises organic search


Strategic Communication PlanAim: to promote the Asset Management portfolio in its respective markets

blueprint for comprehensive external communications and public relations support for successful events

External Comms objectives

• Promote and increase public awareness and enhance the perception of the brand as a premium event provider for senior decision-makers

• Develop and distribute timely and effective publicity, news and feature articles

• Provide staff and intermediaries with ad hoc deliverables for print and electronic media

• Provide customers and sponsors with attractive, easy-to-read, easy-to-understand collaterals that motivate them to visit websites, join online communities and confirm attendance

Creative Approach• Create an appealing, timely, effective

promotion campaign for an enjoyable networking and learning experience

• Emphasise the value of networking, interaction, productivity and discussion at roundtable in cover letter and press kit to trade news and feature editors and content directors for all digital media.

• 190,000 senior decision-makers

• Mostly male

• High level of purchasing authority

• Frequent business travellers

• Readers of high-quality international press.

• Spend an average of £1,300

• Work as asset managers, insurers, pension funds managers ,or at Invest. or retail Banks, hedge funds, private equity or venture capital firms


User profiling characteristics

Acquisition and retention programmesBrand advertising and customer development

July-Sept 2011 Oct-Dec 2011 Jan-Mar 2012 Apr-June 2012

Brand Advertising “Putting the best way of networking on the table”

ProductPromotions(20-32 weeks prior)

• Europe Event,March

• London event 2, May

• North America event, June

• London event 1, Sept.

• Launch event in Asia, Oct.

• London event 3, Nov

• London event 4, Nov

Tactical

AcquisitionMessages

Provide reminders to meet the

deadline of largest European event

Supply premium speakers at next North American’s

event

Offer incentive to attend next London event and the event

launch for the ASEAN market

Run co-located events in London

for twofold openings: London

event 3 & 4

Customer Essence “It’s good to talk and network at the conference”

Customer

RetentionMessages

Ensure users are confortable with

their participation

Develop customers to select their

streams and tables

Present users with information and

reasons to attend other events

Entice users in reading or

downloading the newsletter


Performance measurement: balanced scorecard

Key strategic issues1.Daily management of personnel

2.Develop individual marketing plans/budgets to achieve targets

3.Monitor activities throughout the team (setting of regular targets)

4.Provide feedback on performance to management team

5.Implement efficient systems across the board

Financial CustomerGoals Measures Goals Measures

Survive

Succeed

Prosper

Cash flow

Credit rating

Revenue growth

Repeat business

Brand image

Satisfaction

Retention

Competitor's user

switching

Customer

experience ratings

Subscription

renewal and

rebooking rate

Internal Business Innovation & learningGoals Measures Goals Measures

Excellence

Alliances

Quality of service

and delivery

Quality of

strategic alliances

Learning curve

Training

Improvement

Time to excellence

360 appraisals

Time to market


2 – EVENT MARKETING PLAN

North American Event


How NYC compares to other IFCsCities with English as lingua franca Classic Financial Cities New Financial CitiesFully fledged Centres NYC/Chicago, IFC

[GMT-5]London, GFC

[GMT] Dubai, RFC[GMT+4]

Singapore, IFC[GMT+8]

Geographicalzone of influence(Emerging cities: Mumbai, GMT+5.30 and Shanghai, GMT+8)

US, North America andthe world such as: Mexican, Turkish,

Russian, Brazilian and Argentina debt crisis

UK, Japan, US, Sydney and other EU centres like

Paris, Amsterdam, Frankfurt (over regulated

and taxed)

Middle East, Persian Golf and South Asia

AEAN region, East Asia with HK, Taiwan and

Tokyo but not as global or culturally adaptable

Chronology Since 1870-1918 3 centuries, 1830-1918 Since 2004 Since the 80’s and 90’s

Workforce and working networks Human capital and IT

Tolerant, cultural and lingual heterogeneous, different financial firms

Global city with unclear succession ahead of

Bahrain, 73 global firms

Create more IFbusinesses (500 FFFs) ahead of Tokyo, Paris,

Frankfurt

FS Institutions Fed, SEC, CFTC, OCC BoE, FSA DIFE FSA, Courts, Registry MAS regulatory, promotion

Capital controls / openness

Regulatory regimeRules-based system

Global standardsPrinciples-based system

Supervisory & regulatory Zero income tax for locals

Regulatory/fiscal incentiveLaissez-faire safe haven

Policy focus on finance

Sarbox (seizure), Glass-Stealgall (split-up)

ETDs, NYSE, NASDAQ, NYME, CME, CBOT, KCBT

LSE, Int’l bank lending, consulting and cross-

border M&As, trading / issuing int’l bonds, PPPs

DGCE, independent of UAR+E federal laws

UNR-USD, SGX, ACU,Singapore dollar bond

market, ADB, SDCB, SGS,


Global growth Areas for 2009-14 Hedge funds, private equity

and emerging markets (e.g. Brazil and Mexico)


Priority target value segments

Segment ValueLow High

Segm

en

t P

ote

nti

alH

igh

PromoteInform and Incentivise

• Hedge funds

• Retail banks

• Private equity firms

• Aware, Unaware

• NAFTA or Canada

TargetGrow share of wallet

• Fund managers

• Insurers

• Lapsed, Intenders

• Relevant users

• New York and Chicago

Low

ManageOptimise services

• Venture capital firms

• Non-intenders

• Informed

• MERCOSUR

RetainReward & build advocacy

• Pension consultants

• Invest. Banks

• Frequent Users

• Testers, Purchasers

• Brazil, Mexico S. P. Chatelain © 2011

Push and pull promotions scheduling

24 or 36 weeks prior

• Conference Consultations

• Marketing planning

• DB cleansing, list hire/swap

• Social Media strategy

20 or 32 weeks prior (early bird 1)

• Select media, develop ads/banners and arrange placement, event listings

• Conference Surveys

• Develop event website

16 or 28 weeks prior (early bird 2)

•Email, E-newsletter, flyer

•Direct mails, brochures

•Strategic alliances

•RSVP Invitations to VIPs

12 or 18 weeks prior

• In-print advertising

• Account management

• Invoice chasing

• Press liaison, build interest

4 or 6 weeks (early bird 3)

• YouTube Video cast

• Mobile marketing

• Fax campaign

• Lead qualification

2 weeks prior

• Finalisation of registration

• Selection of streams

• Fax replies, replacements

Event

• Roundtable setting

• Onsite Registration, rebooking

• Evaluation Forms

Post-Event

• Online evaluations

• Online social networks

• Debriefing, event planning


TSAM NA event marketing spends for visitor acquisition and retention

Deliverables by channel Forecast 1 Forecast 2

Email marketing (CPA) 31.9% 31.9%

Direct Response Mailing (CPM) 30.7% 20.5%

Digital Branding & Adv. (CPL) 26.8% 36.9%

Account Management (CR) 10.6% 10.6%

Total cost of sales: 20% of £1,300 x 250 = £65,00010% contingency = £6,500 £58,500


3 - EMAIL AND SOCIAL MEDIA PROMOTION

North American Event

TargetsLocationLengthMonth

Visitors Speakers SponsorsS, G, D, B

Exhibitors Supporters* Sub-total

North American Event New York1 dayJune

250(< 2/3)

58(1:4)

12(1:21)

8(1:31)

23(1:11)

43(1:6)


Email marketing and branding Components of communication content for 20 emails

Email-shots • Event Review

• Consultations

• Conference Surveys

• Save the dates

• Event Preview

• RSVP Invitations to VIPs

• Don’t miss the early bird

• Short programme

• Last chance to save

• Full programme

• 4 weeks or 12 months

• Offers and competitions

• Only 2 weeks to go

• Online evaluations

Event updates• What’s new?

• Working commissions

• Conferences tracks

• Keynote speakers confirmed

• Who's coming? Who's missing?

• New marketing/media partners

• Confirmed speakers

• New event sponsors, exhibitors

• Case studies, workshops

• Round-tables

• Event report findings


Subject-lines validated by open ratesFund managers

Insurance

companies

Pension funds

managers

Invest. Banks

Hedge funds

Retail banks

Private equity,

venture capital

firms

High Value

Frequent user

Tester

MaleExperience the

roundtable discussion

Experience an event

in a completely

different way

Make it especially

productive and time-

effective this year

Discover new topics

on most pressing

issues

C-level

English

Low Value

Lapsed

Intender

MaleOne day out of the

office: time to

reflect on key

industry trends

More discussion more learning

with us

Your business

suitability

and future is essential

to us

Looking for a sense

of in-depth

understanding of

what’s in offer out

there?

C-level

English

Negative Value

Non-intender

Informed

Male

The pleasures of

listening to speakers

expert in their field

Take advantage of

this year’s conference

early bird

experience a truly

unique event at one of

our stunning venues

throughout the world!

Choose us for your

continuous carrier

development

C-level

English

Uncertain

Value

Unaware

Aware

Male The workshops and

roundtables for your

next team building

event

At least we know

there is something

refreshing about a

well-spent event

Network and learn at

the next event in New-

York City

If you need to get

ahead of your

competition, come

along to our event

C-level

English


Email content validated by CTRWeek Lead-ins / banner headers Lead-outs / footers

W-17W-28

Overview of the conference in NYC and why should you attend it - What are the Key topics? Who are the industry experts?

Book before our

early bird discount ends to save

W-15W-22

But, before going away for the summer break, take advantage of our early bird fee and tackle the fourth quarter a-head of your competitors

W-14W-18 Don't take our word for it - a note from our conference chairman…

W-13W-16

Reflect, dissect the conference presentations at one of our discussion round-tables

W-11W-14

We missed you at your office! Health-check and brush-up your skills - 10 weeks to go & 2 weeks left to take advantage of the early bird fee

W-10W-12

The top 3 issues that keep your peers awake at night to deliver successful projects are…if these resonate to you…

Book within the next two weeks. Afterwards our early bird offer ends.

W-9W-10

Half of the places are now taken - join like-minded peers at the conference and our pre-event workshop - list of delegates so far

Places are in limited supply. Book by Friday to save.

Afterwards our early bird offer endsW-8 Many case studies for as many different views - Meet with our leading sponsors

Places are limited and early booking is recommended

W-6 This time I shall leave it to our workshop leader…

W-5The conference is just hours away from your office door step - take advantage of best hotel fees available before it's too late

W-4 New case study for best practice… Don't miss the conference - 4 weeks to go

W-2

Mr…, an expert in... He'll be there. Mr... , author of... He'll be there too. Those firms are all presenting case studies. So, they'll be there. But Sir, your place is still open, and we hope you'll be there too.

Don't miss out! Book your place now. First come first serve

W-1Today is your last change to join our guest speakers, sponsors and link-minded peers at the conference

Don't miss out! Book your place now.

Event Thank you email - timing and other practical information Select your stream and round-table s

MonthlyTSAM MONTHLY STOP PRESS - 6 key issues about Asset Management in association with media partners

Don't miss out! Book your place now.


(RAPP simulation adapted)

Why embrace Social Media now?

1. Important SEO tool 2. Customers expect

organisations to be social

3. Significant marketing data and consumer feedback

4. The new PR 5. Produce very high

conversion on leads

Employees Customers

Rev

en

ue

Sid

e

• Ideation wikis• Social CRM• Insight

generation from Social Media

• Social Marketing through Blogs, Facebook, Twitter, etc.

• Crowd-source communities

• Customer engagement communities

Co

stSi

de

• Knowledge Management Communities

• Function Wikis

• Employee suggestion brainstorms

• Listening and monitoring programmes

• Customer outreach through social media

• Customer service support communities


(RAPP simulation adapted)

Thank you

Q&As


financial services - asset management - events marketing planning - june 2011

Economy & Finance