In Partnership with P&I
Ritz-Carlton, Half Moon Bay
April 27–29, 2016
Minard Capital is the first outsourced marketing consulting firm dedicated to providing the strategy, investor introductions, Rolodex and sales process necessary for alternative investment firms to win and retain global institutional mandates. Minard Capital is not a broker-dealer nor a third party marketing firm. The firm is a fee-for-service consultancy, dedicated to delivering more efficient and effective marketing and branding tactics to raise a firm's assets, brand profile and sales efficiency.
In Partnership with P&I
Ritz-Carlton, Half Moon Bay
April 27–29, 2016
There is nowhere to hide. There is no more spin. The naked truth is the most powerful marketing campaign today.—The Art of the Institutional Sale
April 27-29, 2016
Ritz-Carlton, Half Moon Bay, CA
September 28-30, 2015
Four Seasons, The Biltmore, Santa Barbara, CA
October 22, 2015
Cipriani, New York, NY
October 26-28, 2015
The Hyatt Regency, Boston, MA
November 6 , 2015
November 30 - December 1st, 2015
The Harvard Club, Boston, MA
September 27-29, 2015
Ritz-Carlton, San Francisco, CA
September 14-16, 2015
Fallsview Casino Resort, Niagara Falls, ON Canada
July 23-24, 2015
The Princeton Club, New York, NY
July 20-22, 2015
Hyatt Regency Newport, Newport, RI
June 10-11, 2015
Conrad New York (102 North End Ave.), New York City, NY
May 18th, 2015
Westin Grand Central, New York, NY
May 5-8, 2015
Bellagio, Las Vegas, NV
April 26-28, 2015
Arizona Biltmore Resort & Spa, Phoenix, AZ
April 20, 2015
Russ Bulding Mezzanine Level Conference Room, San Francisco, CA
March 2-3, 2015
PGA National Resort & Spa, Palm Beach Gardens, FL
February 4-6, 2015
The Waldorf Astoria, New York, NY
January 15, 2015
Los Angeles, CA
December 8, 2014
The Four Seasons, SF, CA
November 17-18, 2014
The Harvard Club, Boston MA
November 6, 2014
Harris Theater, Chicago, IL
October 30, 2014
The City Club of San Francisco, SF, CA
October 23-24, 2014
Cipriani, New York, NY
October 6-8, 2014
Ritz Carlton, Half Moon Bay, CA
January 29, 2014
Pillsbury, SF, CA
June 3, 2013
Northeastern University Economics Society, Boston, MA
Power: the freedom to be truly yourself without compromise and the respect by others to not have to prove it.—The Art of the Institutional Sale
None of us are marketers anymore. We are all trial lawyers putting our firms on trial in front of a jury of allocators to prove their investment edge is defensively and verifiably true and repeatable.—The Art of the Institutional Sale
My sister Mick Minard, and her co-author Dr. Shashi Gogate, released their book in New Delhi on March 25, 2015. The Poetry of Purpose: A Portrait of Women Leaders of India tells the stories of fifteen women leaders across India who are driving positive social change. The book is now available in the U.S. To learn more, click here ›
San Francisco, CA
Trust and perception are more important than performance when it comes to winning hedge fund assets, industry observers said at a panel at the IMN Alpha Hedge West conference in San Francisco this week.
“Performance doesn’t really matter,” Amanda Tepper, CEO of consultancy Chestnut Advisors, said at a panel on Sunday.
Fundraising data backs up that notion, Tepper said. The hedge funds that raised the most capital outgained the top-performing funds by a ratio of four to one in the race for new assets, according to a white paper that Chestnut published on the topic last year. And institutional investors hire managers between three to 12 months more quickly when they trust them, according to the paper.
Trust is also a critical factor in asset retention, the panelists said. Solid marketing teams not only raise assets, but retain them—particularly during inevitable periods of bad performance, said Susan Soh, global head of marketing and client solutions at Perella Weinberg Partners.
During the financial crisis, firms that had strong marketing teams didn’t lose many investors, despite poor performance, she said. On the flipside, firms that have always performed well, but don’t have good marketers, can bleed assets as soon as performance turns sour, she said.
Retaining assets should be considered as important as gaining new capital, she added, and the effort should be considered part of a marketing team’s core purpose. “My team gets equal points for raising assets as they do for retaining assets—and even more points in difficult years for retaining assets,” she said.
Beyond trust and perception, winning assets still requires sound sales and marketing practices. For instance, diligent research ahead of meeting investors is crucial, the panelists said. Managers should know enough about an allocator that they can fully explain how their funds will fit in with the investor’s targets, said Rachel Minard, CEO and founder of marketing consulting firm Minard Capital.
“You have to understand the modus operandi behind the CIOs,” Minard said. That includes how they are paid, who on the board makes decisions and how a firm can get on to the allocators’ agenda during meetings, she said. Understanding the inner workings will help a manager better target the pitch, she said.
“Marketing is not looking busy,” she said, because if marketers have ended up targeting the wrong allocators, the firm has lost time. Efficiency is “the only shortcut” to finding investors, she added.
Branding and messaging are also key ingredients. Some of that branding can come through exposure in the media – whether through opinion pieces authored by a firm’s investment pros or by providing quotes for stories about the markets, said Russell Sherman, partner at public relations firm Prosek Partners.
“It’s not going to replace performance and sitting at the table and working through the numbers,” Sherman said. “But a lot of times, it will turn a cold call into a warm call. When they do Google you, they’ll have a positive impression right off the bat.”
Whether to brand a firm explicitly as a hedge fund is another consideration. It all depends on a firm’s long-term strategy, said Minard. “‘Hedge fund’ itself is not a bad thing, but it’s limiting,” she said, particularly if a manager is building a larger alternatives firm with multiple funds and strategies. Building out an online presence is also a protective measure.
“If you don’t manage your brand, someone else is going to do it for you,” Sherman said. And if a firm goes through a public relations crisis, it should approach any problems head on. “Be transparent, acknowledge it, take responsibility, but then quickly look forward,” Sherman added. “[Investors] want to know what you’re doing to solve the problem.”
My aunt, Sally Minard, President & CEO of Four Freedoms Park Conservancy welcomes you to the Franklin D. Roosevelt Four Freedoms Park, located on the southern tip of Roosevelt Island in New York City. The park is free to the public and a spectacular “must see” landmark. Please click here to learn more!
View our favorite city destinations ›
To contact Minard Capital please email us at [email protected] or call (415) 834-9000
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Speaking in Thumbs: The Handbook of Empathy was started with an eye toward redefining empathy and the application of this new definition to Wall Street. After three years working on this book, Rachel was approached by several clients who urged her to consider writing a precursor to Thumbs. Heeding their direction, and therefore shelving Thumbs—at least for now—The Art of the Institutional Sale was born.
Big things have small beginnings, sir.—Lawrence of Arabia
This year marks the 15th Anniversary of my working in the historic Flood Building on the busy corner of Market and Powell Streets in the heart of Union Square in San Francisco. It is known that in order to appreciate where one is, it's imperative to know from whence one came. And so, with an office bustling with clients and investors, we were asked to chronicle the restoration of our headquarters. The filmstrip and videos below provide a glimpse into the making of Minard Capital's Headquarters in all its detail.
We started by studying the available floor plans and design of The Flood Building which dates back to 1904, two years before the 1906 Earthquake. That seminal morning in 1906 remains the “single largest natural disaster in US history” and yet, the Flood Building stood, not unscathed but still standing—one of only a handful of intact structures in the entire burning city. The bones of “The Grand Dame of San Francisco” remained strong—its marble walls, heavy chandeliers, thick wood doors and weighted windows still as opulent and stalwart as the city itself. Our chief designer, Douglas Philips, perused archived images and photographs of the building and hired craftsmen who specialize in moulding, restoration and marble sanding to bring what had been five separate rooms into one and to retain the integrity and spirit of the original design.
The restoration of the Minard Capital Headquarters is complete and we welcome you to experience The Flood Building craftsmanship circa early 1900s with the modern technology and advancements of our own century. We are very proud to be long-term tenants of the “Grand Dame” knowing its craftsmanship, unwavering strength and attention to detail reflect our own uncompromising standard.
How you do something is how you do everything.