Topic: Strategy

Marketing For Investment Banks

Posted by stephanie.caunter on 250 Points
What sorts of marketing do today’s investment banks do? Do they believe in marketing as a critical component of business growth given that theirs is a high-touch relationship-based business?
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  • Posted by Jay Hamilton-Roth on Member
    What is the context for your question?
    Also, can you narrow down the scope of your question? It's likely there's no single answer that covers all investment banks worldwide.
  • Posted by Gary Bloomer on Member
  • Posted by stephanie.caunter on Author
    Hi Jay Hamilton-Roth, unfortunately, I can't figure out how to revise my question. Context to the question: a Southeast Asian regional Investment Bank is looking for ways to increase their brand awareness and enhance their marketing strategy. I'd like to understand how other investment banks who've done this well, would have done it, and the sorts of marketing tactics they would employ. In Southeast Asia, I have a feeling that most IBs would rely more on their personal relationships and networking to do the "marketing" for them, and I was wondering how to change that habit. Thanks.
  • Posted by chiron34 on Member
    Hi stephanie.caunter. I agree with Jay that your question is very broad. As you have mentioned, there are many investments banks and they naturally have quite divergent business models that will often influence their marketing strategies. Some of these strategies are also influenced by the nature of the industries the IBs operate in.

    What industries does your IB prefer to concentrate on? This may give us a clue to help us fix on something positive as a base for a useful recommendation.
  • Posted by stephanie.caunter on Author
    Hi chiron34, this bank covers a wide range of industries, really, from oil & gas to plantations to media & entertainment, and telecommunications amongst others. Look forward to any insights/experience you could share, please. Thank you!
  • Posted by mgoodman on Moderator
    Begin by defining your primary target audience. Make the definition as narrow/specific as you can ... the market that you feel offers the best chance of success, even if it's just a few clients.

    Then see if you can interview a few folks in your target audience. Not to sell them anything or qualify them for further nurturing, but just to get some information about their values and perceived needs.

    Usually those two steps will allow you to point the way to a strategy that you can pursue.
  • Posted by chiron34 on Member
    Following on from my earlier questions and your helpful response, I have another question that I inadvertently overlooked. When you say: 'What sorts of marketing do today’s investment banks do?' are you talking about determining a marketing strategy to attract funds from HNW individuals, venture capital firms, other investment partners and the like to provide your bank with funds for re-investment in external projects? or in the alternative, are you looking at a marketing strategy to attract companies with investment proposals or projects that your bank may consider providing funds for as your true core business?

    The marketing strategy for each group of targets will necessarily have a quite different focus. Will you be addressing both groups of targets in your present exercise?
  • Posted by stephanie.caunter on Author
    Hi Chiron34, you're absolutely right. It's both sets of target audiences, thank you!
  • Posted by stephanie.caunter on Author
    Hello all, thanks for reaching out here. Unfortunately, I did not find an answer to my question and from my research there is scant available information on the types of marketing that Investment Banks do. I'm closing this question off.
  • Posted by Shelley Ryan on Moderator
    At the request of Stephanie, I am closing this question and refunding her points.

    Thanks for participating, everyone!

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