Please Don’t be Boring…Pretty Please?

29 July 2009

Members of management rarely get excited about investor marketing. It’s too bad because investor marketing can (and should) be the most exciting thing that IR departments and management teams do.

Too often, I have heard of senior executives saying that going on investor road shows is a “pain in the ass”.

I believe the main culprit (and there are many culprits) of this prevailing attitude is that companies are not being innovative when it comes to investor marketing.

How useful is it going to the same locations, meeting with the same investors, saying the same things, handing out the same slide deck, and collecting the same business cards?

There are endless ways to spruce up your investor marketing efforts. It’s not change just for the sake of change either. When you change and improve your marketing efforts your analysts and investors notice. They become interested. They listen instead of pretending to be engaged. They ask good questions instead of questions they already know the answers to. They buy your stock instead of waiting for a better entry point.

Rightly or wrongly, the market has rebounded handsomely since the March 2009 lows.

Rightly or wrongly, investors are deploying the cash they had on the sidelines.

Rightly, your company should want to take full advantage of this opportunity.

Wrongly, you’re likely doing the same old, same old when it comes to investor marketing. The result is, well, mediocre.

Do something new, fresh, and exciting. It will be appreciated by everyone involved.

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