Look Who’s Talking

Tucker Slosburg

Communications Coordinator Smead Capital Management

The Intersection of

PR: I Want You To Want Me

The Big Picture

How to use PR

Requirement for Success

Life Cycle of a Media Spot: PR and Digital

In-House or Agency

Wrap-Up

Taking a Step Back

Owned Media

Paid Media

Earned Media

Chief Marketing Officer

Brand

Sales

AUM

Raise the Roof

Breaking it Down

Owned Media

Paid Media

Earned Media

•Pay Per Click

•Print Ads

•TV Ads

•Sponsored Tweets

•Paid content placement (e.g. Advisor Perspectives)

•Paid video interviews (e.g. Asset TV)

•Website

•Blog

•Twitter

•LinkedIn

•Mailings

•Fact Sheets

•Brochures

Chief Marketing Officer Lives here

•Quotes in an article

•Written profile

•Radio interview

•TV appearance

•Op-Ed

•Retweets

•Shares

•Reposts

•Word of Mouth

Degree of Control:

You are the Dream Police

•Radio

•TV

•Profile

Earned (PR)

•Asset TV

•Advertising Paid

•Website •Blogs

Owned

Less

Control

More

Control

So Should I be using PR?

Institutional Money?

Naw, dawg. RFP that thing.

Direct consumer?

Good luck with your Advertising Campaign.

Expensive! ($)

Financial Advisors/RIA’s

Surrender to PR, but don’t give yourself

away.

How Does it Fit In?

PR

Your Marketing Plan

Lubricant!

But How?

Raise Awareness.

Opens doors to meetings.

Literature for Conferences.

Literature for Advisors to pass to

clients.

Increased touch-points can increase

AUM.

Reinforce money currently in fund

EX: Saw you’re guy on TV, so I figured

I’d come to the lunch.

Riddle Me This…

What’s the objective?

Where are you trying to raise money?

Who are you trying to reach?

Who’s running the show?

In-house marketing?

Outside firm?

What’s your Story?

Brand philosophy

Unified Message

Are your PMs and Analyst willing to Engage?

If not, you’re dead in the water.

If yes, Great. Now shape the message.

Types of Stories

Profiles

• Barron’s

• Forbes

• Wealthtrack Video

M&A

• Activist involved?

• Controversial

Regulations

• Will this hurt the industry

• Will this hurt earnings

News About Industry

• Active vs. Passive

• Fees

• Strategy

Earnings

• Quote in a brief story

• What did you think of report?

So what’s the deal with Digital? Life cycle of a media spot

You’ve got a TV Spot, Great. Now what? Email your sales team about the spot.

Tweet about it (mention host and channel)

Monitor your website.

Tweet a thank you.

CNBC’s Closing Bell

August 4, 2015

Before the media spot

CNBC’s Closing Bell

August 4, 2015

During the media spot

Twitter? Or How Marc Andreeson

helped build our brand.

In Asset Management

It’s not about your followers. There won’t be many.

It’s not about the favorites. They can’t be used.

It’s about the re-tweet.

Post Media: The Blur to Digital

Did you put it on your website? Twitter? LinkedIn?

Increase traffic on site

Increase indexed pages (SEO)

Did you send the approved link to sales team?

An advisor might want to see it

Keeps sales team abreast of PM’s talking points

Are you sending the spot to other publications?

Is it something you can repurpose

In The Real World They Expect Results. Ain’t That A Shame.

Number of Articles?

Always a fine line of Quality and Quantity

Drip is good

Limit saturation

Quantity build Quality

Clicks on site?

Useful, but doesn’t translate to AUM

Overview of traffic and what’s valuable

A Word on AUM Measurement

Leave it to Sale

Ask: Are you helping sales secure meetings?

Ask: Is the money staying?

Focus on integrating message and brand

Do advisors know you

Do journalists understand you

Money that comes directly from TV, Radio, or Profile a

profile is Bad money

It’s not sticky

If it comes in fast, it will leave fast.

Fast selling can hurt long-term clients.

In-House vs. Agency

IN-HOUSE

In-house resources, time, cost, value

Direct Control

Immediate Access

Intimate knowledge of brand and funds

AGENCY

Wider body of journalists

Potential to double-up stories

More calls from journalists

Cost—usually retainer

Cheap Tricks

LinkedIn and Twitter are your friend.

Don’t waste money on Gorkana or Media Miser.

Read bios for free.

Know who you are pitching.

Read articles and watch the shows.

Don’t pitch a producer when the show is running.

Ask if journalists are on a deadline? They’ll like it.

You were quoted in an earnings story, should you buy the re-print?

No.

Questions & Answers Media Desk

206.838.9859 | 206.419.7550

tucker@smeadcap.com