Why no one cares about your public company and what you can do for your investor marketing
I’m Maddie and I work as a Marketing Manager at Creative Return. I’m a young millennial navigating this world of finance and investor marketing. I hope my blogs can help others who are just getting started in their journey through the world of investor relations and digital investor marketing.
Did you know that video is the most powerful form of media? There is something about video that can capture and portray messages in ways that words and photos cannot.
Let me ask you a question.
Have you ever visited a company’s website and as you’re reading their about section or investor presentation, it sounds and looks strangely familiar? The typical information about the business, the management team, the stock photos and jargonee statements… maybe even clip art!
I listened to Taylor Thoen’s interview on the Insider’s Guide to Finance and was blown away by her knowledge and honesty!
Taylor is the founder and CEO of Business Television (BTV) where she has been at the helm of reaching investors for over 20 years.
In my opinion, she is a very impressive woman. How she got her first break inspires me. Her success story is truly amazing.
She understands what it takes for public companies to plan and execute their investor marketing programs well and video is at the core of this investor relations strategy.
“After doing this for a couple of decades, we’ll talk with a company and they’ll say the same things that everyone else is saying,” Taylor shared. “We have an experienced management team, we have a unique concept. All this jargon.”
When it comes down to it. Nobody cares about those things. It doesn’t resonate with viewers. Taylor suggests that if jargon is in your investor presentations, delete it.
Think about your unique angle. What makes your company different?
What are some tips for pitching?
Taylor advised that a pitch should be very short and slides on your investor presentation should be minimal. If there is too much information on a slide, it’s time to start editing and trimming it down.
“Remember always that you want to be memorable. What is it that you can say to that broker or investor that’s going to be remembered and repeated?” she shared.
Get to the essence of the company story clearly and quickly. If the story is so complicated that it cannot be repeated, no one will share it, which essentially means the story just dies.
How does video fit into your investor marketing plan?
The use of video is the biggest parallel between marketing products or services and investor marketing. Both product and investor marketing benefit from this type of media.
“This powerful fact [came from] Forrester Research - one minute of video equates to 1.8 million words,” Taylor said. “Video is the biggest form of engagement out there.”
It comes down to being memorable.
“If you have 500 employees at your mine and you don’t have that on video, talking about it is not powerful enough but showing it is so powerful and impactful,” Taylor said.
The video is what brokers will remember after you’ve pitched your company.
Frequency and repetition also play a large role in the success of your video and investor marketing program.
“You don’t see an ad for a product on TV once then go out and buy it. You might see it in four or five places,” Taylor said.
The laws of advertising stick to six or seven touches. Typically a prospect needs to hear or see your message this many times before they consider taking action and buying.
It is good to keep in mind that video is one part of an investor relations program. IR pros should consider including investor shows, broker meetings, and travel in their marketing budget. A mix of marketing avenues is the best way to get your story out there.
Final advice
Taylor noted that some things might work really well one year for a company and the next year they don’t.
Every sector is different as well. Mining, tech, biotech, etc. are all individual silos and there is not a one size fits all solution.
“Don’t be afraid to spend money on (investor) marketing. Take the time to put together a marketing plan and plan it loosely around your business plan.” Taylor advised.
Key takeaways:
Video is what will make you stand out to investors and brokers.
Get rid of the industry jargon and filler words in your investor presentation – no one cares. They want substance.
Marketing includes a mix of avenues. You won’t succeed only doing video marketing and you won’t succeed by only attending investor conferences. Your investor relations program will benefit from being diversified in its approach.
Finally, remember not to put all your eggs in one basket. Marketing is a process, not an event!
If you are interested, you can listen to Taylor’s podcast episode here: