BOSTON PARK PLAZA BOSTON, MA MARKETING & SALES

Transcription

1 Financial Research Associates presents One-Day or Two-Day Registration Options Available! THE MUTUAL FUND BOSTON PARK PLAZA BOSTON, MA MARKETING & SALES SUMMIT TARGETED MARKETING & SALES STRATEGIES TO ACHIEVE MAXIMUM IMPACT IN THE RETAIL AND INSTITUTIONAL MARKETS MARCH 9-10, 2015 THIS TWO-DAY MARKETING & SALES INTENSIVE DEVOTES ONE DAY TO THE RETAIL MARKET AND ONE DAY TO INSTITUTIONAL BUSINESS. ATTEND DAY ONE, DAY TWO, OR MAXIMIZE YOUR COMPETITIVE EDGE AND ATTEND BOTH DAYS! RETAIL TOPICS AT A GLANCE DAY ONE Customizing Your Marketing Messages to Reach Each Retail Distribution Channel Implementing Efficient Sales Practices and Procedures that Support Success Marketing & Sales Strategies Advisors Respond The Growth of Passive Funds and their Effect on Active Mutual Fund Market Share in the Retail Space Making Your Data Work for You: Integrating Data for Streamlined Marketing & Sales Efforts Embracing the Digital Age Achieving Digital-Readiness Across all Media Platforms Effective Marketing & Sales Strategies for Retail Alternative Products INSTITUTIONAL TOPICS AT A GLANCE DAY TWO Opportunities for Mutual Fund Sales Growth in the Institutional Market The Subtle Art of Marketing Mutual Funds to an Institutional Audience Gatekeeper Roundtable Mastering the Complexities of Selling Mutual Funds to Institutional Plans Opportunities for Growth Through Sub-Advisory And more! SILVER BRONZE SPONSORS TO REGISTER: CALL OR VISIT US AT

2 Is your fund firm achieving the exposure and visibility necessary to be competitive in the retail and institutional markets? The sheer number of mutual fund options available to investors today has intensified the roles and responsibilities of marketing & sales teams. Competition, digitization, and increased investor expectations have amplified the importance of crafting the right messages and pinpointing the right people to get in front of. While digital and social media have made it easier than ever to reach potential investors, it s even easier to get lost in the sea of competing messages. Sales and marketing teams must innovate and collaborate to get the attention of gatekeepers and investors. The Mutual Fund Marketing & Sales Summitt brings together an all-star speaking faculty to discuss how marketing & sales teams can work together to develop a consistent brand message and utilize data to create targeted content marketing and streamlined sales strategies for your retail and institutional offerings. You will hear about: Where the opportunities for growth are in the retail & institutional markets What advisors, distributors, and consultants expect from marketing materials & sales encounters Why top fund firms are allocating more of their marketing budget towards digital mediums What marketing strategies work best for institutional channels How to position your fund against the growing trend towards passive funds Why data is a goldmine for your marketing department Where to find growth in sub-advisory How brand recognition and value-add services your distribution strategy How to customize your sales & marketing strategies for alternative offerings And much more! OUR RENOWNED SPEAKING FACULTY John Nickodemus, PUTNAM INVESTMENTS Cathy Saunders, PIONEER INVESTMENTS Bobby Brooks, INVESCO POWERSHARES David Armstrong, WEALTH MANAGEMENT & REP. MAGAZINE Sean Dillon, UBS FINANCIAL SERVICES Douglas E. Bryan, MORGAN STANLEY WEALTH MANAGEMENT John Hesse, MORGAN STANLEY Rubesh Jacobs, KASINA Mark Mangano, HARTFORD FUNDS Aric Faber, SALESPAGE Emily Pachuta, BLACKROCK Julie Cooling, RIA DATABASE Frank Salb, LOCKTON RETIREMENT SERVICES Brian Carroll, OMAM Jerry Szilagyi, CATALYST FUNDS Robert F. Behan, CALAMOS INVESTMENTS Loren Fox, IGNITES RESEARCH Christopher Rohan, EATON VANCE Eric King, TRANSAMERICA RETIREMENT SOLUTIONS Ross Bremen, NEPC Sean S. Murray, PIMCO Frank Saeli, MANULIFE ASSET MANAGEMENT Chad Simmons, RBC GLOBAL ASSET MANAGEMENT Larry Petrone, KASINA Doug Dannemiller, IGNITES RESEARCH Rocco Benedetto, OPPENHEIMER FUNDS Jeremy Ross, BRIGHTSCOPE, INC. Ryan Mullen, MFS INVESTMENT MANAGEMENT Michael J. Melchionno, JOHN HANCOCK INVESTMENTS Jonathan Hubbard, MFS INVESTMENT MANAGEMENT Sharon Mossman, BNY MELLON INVESTMENT MANAGEMENT Thomas A. Jones, PIONEER INVESTMENTS Victor Gaxiola, HEARSAY SOCIAL William Sheldon, ANGOSS WHO WILL ATTEND? This conference is designed for (but not limited to): This event provides a rare opportunity to network with peers, glean insights from sales & marketing experts, and come away inspired to rev up your marketing & sales strategies! Register today! Call or online at Sincerely, Christine Marez Christine Marez, Conference Director FINANCIAL RESEARCH ASSOCIATES, LLC P.S. This program is eligible for up to 14.5 CPE credits! Mutual Fund Firm Heads of: Marketing Sales Distribution National Accounts Client Servicing Consultant Relations Relationship Manager Institutional Sales Managed Accounts Third- party marketers Sales & marketing consultants Data analytics companies Sales and marketing software solutions As well as Research firms Fund Platforms Advisors Consultants

3 DAY ONE MONDAY, MARCH 9, 2015 RETAIL: MUTUAL FUND MARKETING AND SALES 8:15 8:45 Registration & Continental Breakfast 8:45 9:00 Chair s Welcome Chairperson TBD 9:00 10:00 Customizing Your Marketing Messages to Reach Each Retail Distribution Channel The advantages of advisor segmentation in developing marketing strategies Segmentation by advisor specialty High net worth Retirement FA discretionary platforms Other retail Marketing strategies to reach the RIA market Creating marketing campaigns that boost brand awareness among investors National Accounts marketing strategies that can reach a broad audience Matching the right messages and tools with the right audiences Developing strategies that differentiate your fund and catch the attention of the advisors you want to reach What tools can you offer advisors to help them make their best clients feel special? Reaching the next generation of advisors Marketing messages and tools that appeal to millennial advisors Promoting active products that compliment passive ETFs/ smart beta and other less traditional funds Moderator/Panelist: Aric Faber, VP Sales and Marketing SALESPAGE Rocco Benedetto, SVP, Head of Broker Dealer Channel OPPENHEIMER FUNDS Emily Pachuta, Managing Director BLACKROCK 10:00 11:00 Implementing Efficient Sales Practices and Procedures that Support Success Establishing wholesaler best practice guidelines Determining compensation for wholesalers Establishing long-term goals and expectations for wholesalers and sales teams Creating appropriate incentives Ensuring alignment with client firms priorities Providing tools and materials that support wholesalers in the field Determining how many products your team should be focusing on and for how long Ensuring marketing & sales are aligned with regard to product pushes and messaging Sales segmentation structures - segmenting advisors by specialty Serving the RIA channel Handling advisors who specialize in retirement and retail How does your retirement team work together with the rest of your retail team? The expanded role of internal wholesalers on the sales team Utilizing the internal wholesaler for a variety of key sales responsibilities Expanded roles in research, prospecting and segmentation with increased data access Increased outbound sales to new customers in addition to up-selling to existing ones Acting as a quick response service for advisors Doug Dannemiller, Senior Research Analyst IGNITES RESEARCH Cathy Saunders, Head of Registered Investment Advisory Business PUTNAM INVESTMENTS Laura Palmer, Senior VP / RIA Divisional Sales Manager PIONEER INVESTMENTS Bobby Brooks, National Sales Director INVESCO POWERSHARES 11:00 11:15 Break Advisor Spotlight! 11:15 12:15 Marketing & Sales Strategies Advisors Respond to What kinds of communication methods do advisors prefer? vs. phone call Social media and web communications How do they like to be contacted and communicated with? How often? With so many new funds being offered, what messages are getting through? What tools/additional support do advisors seek from asset management firms? How much is too much, and FAs turn off? David Armstrong, Executive Director, Content and User Engagement WEALTH MANAGEMENT & REP. MAGAZINE Sean Dillon, Managing Director UBS FINANCIAL SERVICES Douglas E. Bryan, CFP, CIMA, Senior Vice President Senior Investment Management Consultant Financial Advisor - Investments MORGAN STANLEY WEALTH MANAGEMENT 12:15 1:15 Networking Luncheon 1:15 2:00 Retaining Active Mutual Fund Market Share in the Wake of Passive Fund Growth Making the case for active funds in the face of the passive argument How much do fees factor into the argument? The rise of robo-advisors and their potential impact on active funds market share Are your distribution partners utilizing or looking into to utilizing some kind of digital advice model? Why embracing a well-rounded portfolio that includes both

4 active and passive funds can be the best counter-strategy Offering products that compliment passive funds Can robo-advisors and digital advice providers create opportunities? Meeting the needs of the next generation of investors Reaching the middle market of underserved consumers Is there a benefit to building or adopting your own digital advice service? Direct-to-investor service White-label platform Larry Petrone, Head of Research KASINA 2:00 2:15 Networking Break Sponsored by 2:15 3:15 Making Your Data Work for You: Integrating Data for Streamlined Marketing & Sales Efforts How to meaningfully use all the data fund firms have access to Where is the data coming from and who controls it within the firm? Is building a data analyst team a possibility? Getting more value out of the CRM system Making sense of all that data Determining what data to extract and stratify Utilizing analyzed data to drive informed sales and marketing intelligence Identifying behaviors and attitudes that cut across all channels Identifying behavior deviations within channels Ensuring marketing teams have access to data Using predictive analytics to better manage sales teams Identifying which people to call and when Examining targeting technology what s out there, what is the ROI? Loren Fox, Director of Research IGNITES RESEARCH John Hesse, Director of Distribution - Funds and Unit Trusts MORGAN STANLEY Jeremy Ross, EVP, Enterprise Sales BRIGHTSCOPE, INC. William Sheldon, EVP, Chief Solutions Officer Angoss 3:15 4:15 Embracing the Digital Age Achieving Digital- Readiness Across all Media Platforms Providing efficient navigation and easy access to meaningful content on websites Devising a well-developed mobile strategy that addresses advisor and investor needs The need for mobile-optimized websites and mobile apps Best practices for app creation Tailoring your mobile strategy to address different audiences and their needs The importance of supporting other operating systems and devices besides Apple Best practices for utilizing social media within the asset management industry Employing social media to provide thought leadership and promote brand recognition Who is your social media audience? What do they want to see? Julie Cooling, Founder & CEO RIA DATABASE Mark Mangano, Director, Sales and Marketing Technology HARTFORD FUNDS Rubesh Jacobs, Management Consultant KASINA Victor Gaxiola, Customer Advocacy Manager HEARSAY SOCIAL 4:15 5:15 Effective Marketing & Sales Strategies for Retail Alternative Products The rise of retail alternative funds and how to help advisors and investors feel comfortable using them Defining and explaining the difference between alternative investments (gold, real estate), alternative strategies (absolute return, HF strats), and alternative asset classes Offering meaningful educational information (tools, charts, and white papers and other educational pieces) that can be utilized by your sales force and advisor partners as well as passed on to investors Understanding and conveying how to use liquid alternatives What purpose do liquid alts serve in a portfolio? What is the appropriate allocation? What asset allocation bucket do they fit into? What will they be replacing in the portfolio? Determining which advisors and distributors to approach with your alternative offerings Who is currently using alternatives? Where are the opportunities for growth? Alts in the DC line-up are they in 401Ks yet? David Armstrong, Executive Director, Content and User Engagement WEALTH MANAGEMENT & REP. MAGAZINE Jerry Szilagyi, CEO CATALYST FUNDS Thomas A. Jones, Senior Vice President, Director of US Business Development & Client Strategy PIONEER INVESTMENTS *(Awaiting final confirmation) 5:15 End of RETAIL Mutual Fund Marketing and Sales Cocktail Reception Immediately Following To Sponsor the Cocktail Reception Please Call Menna Lloyd-White at

5 DAY TWO TUESDAY, MARCH 10, 2015 INSTITUTIONAL: MUTUAL FUND MARKETING AND SALES 8:15-9:00 Registration & Continental Breakfast 9:00 9:15 Chair s Welcome Chairperson TBD 9:15 10:15 Opportunities for Mutual Fund Sales Growth in the Institutional Market Overview and roadmap -- how a mutual fund makes it into the institutional market Mapping out the landmarks and obstacles a fund must pass through to make it from fund creation to onboarding and beyond What is behind the rise in mutual fund adoption across the institutional market? Liquidity, volatility, risk and other motivating factors The new hedge fund pull-back Market disruptions that have created new opportunities Is this a long-term change or a short-term trend? What channel has the largest potential for growth? Where are mutual funds having the most success so far? What other vehicles are gaining headway in the institutional market? Robert F. Behan, CFA, Executive Vice President-Global Distribution CALAMOS INVESTMENTS 10:15 11:15 The Subtle Art of Marketing Mutual Funds to an Institutional Audience Determining the appropriate target market for your fund based on strategy, asset class and other defining factors Creating compelling marketing materials that effectively portray what your fund or fund family does well Slide presentations Conferences and road shows Leave-behind brochures White papers and other educational materials Devising a marketing strategy that includes messaging to reach gatekeepers and plan sponsors as well as plan participants White papers, educational tools and materials Decision-making tools for participants Presenting yourself as a retirement planning partner The importance of brand awareness in this competitive arena Designing a well-structured, user-friendly, website that is informative and meaningful to the end user Taking the time to thoughtfully populate general databases and consultant databases Searching for appropriate RFPs and preparing targeted RFP responses Supporting sales efforts by identifying the appropriate contact for each prospect Designating a member within your team who can identify the specific contact person at each institution or consultancy Jonathan Hubbard, CFA, Director, Institutional DC Platforms MFS INVESTMENT MANAGEMENT Christopher Rohan, Vice President, Director of Institutional & International Marketing EATON VANCE 11:15 11:30 Break Gatekeeper Roundtable Consultants, advisors, and platforms weigh in what they are looking for in a fund and asset manager and what you can do to get on their radar. Topics discussed will include: Due diligence Fees and pricing Trends in plan design and portfolio construction Value-adds that work Eric King, Vice President TRANSAMERICA RETIREMENT SOLUTIONS Frank Salb, CFA, VP - Director of Investment Services LOCKTON RETIREMENT SERVICES *Ross Bremen, Partner NEPC 12:30 1:30 Networking Luncheon *(Awaiting final confirmation) 1:30 2:30 Mastering the Complexities of Selling Mutual Funds to Institutional Plans Collaborating with your marketing team to maximize market intelligence and determine what prospects to focus on Prioritizing based on how your fund matches the prospects goals and strategies Mining industry databases to prioritize opportunities Structuring your sales teams to tackle various distribution channels Advisor/RIA channel Consultant channel TPAs and retirement platforms Selecting products and fee structures that make sense for target channels Determining who your first point of contact should be CIOs, fund analysts Determining which fund analysts to target What is the best method for first contact? How many points of contact should be expected between first contact and on-boarding? Compensation best practices that account for lengthier sales processes and increased touch points Chad Simmons, Director of Platform Sales RBC GLOBAL ASSET MANAGEMENT Sean S. Murray, CFA, Executive Vice President, National Retirement Sales Manager PIMCO Ryan Mullen, Sr. Managing Director, National Sales MFS INVESTMENT MANAGEMENT Michael J. Melchionno, CIMA, CRPC, Senior Managing Director JOHN HANCOCK INVESTMENTS 2:30 2:45 Afternoon Break 2:45 3:45 To Be Announced Speaker, Title TBD 11:30 12:30

6 3:45 4:30 Opportunities for Growth through Sub-Advisory Where are the opportunities for sub-advised funds in today s landscape? Opportunities in the Target Date space What is the procedure for manager selection? Going beyond the RFI what are advisors looking for in a manager? What role does marketing play in getting the attention of the hiring advisor? What information do you need to covey to the hiring advisor? Strategy Risk factors and investment complexity Organizational size, structure and experience Robust compliance procedures What impact do fees and fee disclosures have on the decision-making process? Frank Saeli, Head of Sales, Client Service & Global Distribution Services MANULIFE ASSET MANAGEMENT Sharon Mossman, Senior Vice President, Investment Sales BNY MELLON INVESTMENT MANAGEMENT 4:30 End of Institutional Mutual Fund Marketing & Sales SPONSORSHIP AND EXHIBIT OPPORTUNITIES Enhance your marketing efforts through sponsoring a special event or exhibiting your product at this event. We can design custom sponsorship packages tailored to your marketing needs, such as a cocktail reception or a customdesigned networking event. To learn more about sponsorship opportunities, please contact Menna Lloyd-White at or [email protected]. TOP REASONS TO ATTEND Develop tools to reach the next generation of advisors and investors Establish wholesaler best practice guidelines for the retail channel Examine the new role of the internal wholesaler Hear what kinds of communication methods advisors prefer Learn the best way to articulate your case for active funds in the face of the passive argument Find out how to meaningfully use all the data fund firms have access to Examine best practices for utilizing social media within the asset management industry Determine which advisors and distributors to approach with your alternative offerings Find out where mutual funds are having the most success Assessing which products and fee structures make sense for the institutional market NETWORK!! THE CONFERENCE ORGANIZER Financial Research Associates provides the financial community with access to business information and networking opportunities. Offering highly targeted conferences, FRA is a preferred resource for executives and managers seeking cuttingedge information on the next wave of business opportunities. Please visit for more information on upcoming events.

7 VENUE DETAILS The Boston Park Plaza Hotel 50 Park Plaza at Arlington Street Boston, MA We have a limited number of hotel rooms reserved for the conference. The negotiated room rate of $159 per night will expire on February 2, Rooms block may sell out before the expiration date - book early to ensure you receive a room at the negotiated rate. Mention the Mutual Fund Marketing & Sales Summit when placing your room reservation by phone to receive the negotiated rate. Upon sell out of the block room rate availability will be at the hotel s discretion. As a destination within a destination, The Boston Park Plaza Hotel has stood the test of time, seamlessly blending its rich, cultured past with modern comforts and nuances sure to make business travelers and leisure guests alike discover the best that Boston has to offer. TEAM DISCOUNTS Three people will receive 10% off Four people will receive 15% off Five people or more will receive 20% off In order to secure a group discount, all delegates must place their registrations at the same time. Group discounts cannot be issued retroactively. For more information, please contact Kathie Eberhard [email protected]. REFUNDS AND CANCELLATIONS For information regarding refund, complaint and/or program cancellation policies, please visit our website: thefineprint.aspx CPE CREDITS Financial Research Associates, LLC is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: The recommended CPE credit for this course is 8 credits for Day One, 6.5 credits for Day Two or 14.5 credits for both days in the following field(s) of study: Finance For more information, visit our website: SILVER SPONSORS BrightScope is a leading independent provider of software, analytics, and data to the financial services industry. BrightScope Beacon is the premier data stewardship, integration, visualization, and exchange platform for the world s top financial institutions. Beacon connects disparate datasets to deliver unprecedented visibility into the mutual fund and broader financial products marketplace. Visit to see why asset managers, broker-dealers, and recordkeepers choose Beacon for their management reporting, sales tracking, and market intelligence needs. Hearsay Social provides the Predictive Social Suite for financial advisors and insurance agents across the world s largest financial institutions, including 7 of the top 10 global financial services companies and leading firms such as New York Life, Raymond James, Vanguard and Penn Mutual. Hearsay Social powers over 100,000 financial relationship managers worldwide, allowing them to engage today s social, mobile customer through Facebook, LinkedIn, Twitter, Google+, and mobile-first websites. Advisors receive unique client insights through multi-channel signals, and the predictive Content Library makes it easy to share the right content at the right time. Built-in enterprise integration and governance powers compliance and supervision for global firms, seamlessly addressing industry regulations and enforcing policy. Angoss is a global leader in delivering predictive analytics to businesses looking to improve performance across risk, marketing and sales. With a suite of big data analytics software solutions and consulting services, Angoss delivers powerful approaches to turn information into actionable business decisions and competitive advantage. Many of the world s leading organizations in financial services, telecommunications, retail and high-tech rely on Angoss to grow revenue, increase productivity and improve marketing effectiveness while reducing risk and cost. SalesPage provides data management, sales reporting and CRM solutions to financial services firms with intermediary, institutional and direct distribution channels. SalesPage DataCenter provides trade reconciliation and sales reporting, either stand-alone or integrated with existing tools, to manage and leverage production, asset, market share and entity data throughout your organization. SalesPage Financial, a turnkey CRM solution, incorporates all the functionality in DataCenter to deliver real-time access to crucial information via the web and mobile devices. BRONZE SPONSOR MEDIA PARTNERS

8 MUTUAL FUND MARKETING & SALES SUMMIT Four Ways to Register Fax Call Web Mail FRA, LLC NE Cedar Drive Battle Ground, WA Please Mention This Priority Code When Registering FINANCIAL RESEARCH ASSOCIATES 200 WASHINGTON ST. SUITE 201 SANTA CRUZ, CA ATTENTION MAILROOM: If undeliverable, please forward to the DIRECTOR OF MARKETING/ DISTRIBUTION DAY ONE RETAIL ONLY DAY TWO INSTITUTIONAL ONLY BOTH DAYS ALL ACCESS PASS Payment Method: Payments must be received no later than (insert March date 2, 2015 one week before conference start date) $1195 $1195 $1995 Please bill my: MC VISA AMEX DISCOVER Card Holder s Name: Name Company Address City Phone Title State INCORRECT MAILING INFORMATION: If you are receiving multiple mailings, have updated information or would like to be removed from our database, please fax our database team at or call Please keep in mind that amendments can take up to 8 weeks. Zip Exp. Date: Signature: Check enclosed: Please bill me later: Make checks payable to Financial Research Associates, and write B953 on your check. Conference Code: B953 Financial Research Associates presents One-Day or Two-Day Registration Options Available! THE MUTUAL FUND MARKETING & SALES SUMMIT TARGETED MARKETING & SALES STRATEGIES TO ACHIEVE MAXIMUM IMPACT IN THE RETAIL AND INSTITUTIONAL MARKETS BOSTON PARK PLAZA BOSTON, MA MARCH 9-10, 2015 DAY ONE RETAIL TOPICS AT A GLANCE Customizing Your Marketing Messages to Reach Each Retail Distribution Channel Implementing Efficient Sales Practices and Procedures that Support Success Marketing & Sales Strategies Advisors Respond to DAY TWO INSTITUTIONAL TOPICS AT A GLANCE Opportunities for Mutual Fund Sales Growth in the Institutional Market The Subtle Art of Marketing Mutual Funds to an Institutional Audience Gatekeeper Roundtable TO REGISTER: CALL OR VISIT US AT