Investor Event Marketing Must: Begin with the End in Mind
4th installment of Great Investor Relations Events Just "Happen" ... Right? -- How to produce awesome Investor Relations Events. Sure, you want great attendance at your investor event, but just putting seats in the seats is never enough. Set event marketing objectives at the start. White Paper excerpts including great tips and career threatening mistakes to avoid when talking to Wall Street. For a complete copy of this whitepaper just click "CONTACT" and request the full copy.
Before any good event marketing initiative can begin, clear strategic objectives should be set in stone from the start. Investor relations and the marketing events team should work closely with senior management to set immediate and longer-term objectives for the investor event. For example, your company may want to:
- Address a misconception about your industry or your position in it.
- Showcase new technology, a new strategy or a new management team.
- Improve the investor community’s knowledge of your company’s core strengths and brand marketing position.
- Solidify personal relationships between your investor relations team and the sell-side and buy-side analysts who follow your industry.
Staging an investor event with a “generalized” agenda instead of one with focused creative marketing intent is quite simply an opportunity missed. It’s like spending the only five minutes you have with a person interviewing you for your dream job and wasting the chance by talking about something that doesn’t communicate your greatness—or reposition your weaknesses. Shame.
Once you and your management team have set some clear objectives for the conference, you’ll then be ready to develop a creative theme and put a relevant content development strategy together either internally or with a creative agency so you can tell the right story. And, keep in mind that your event is an important part of your ongoing investor relations program. While it should be fresh and exciting, it must be consistent with previous and subsequent messages that you communicate to investors.
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