Regular Post
Written by Douglas Newsome

Conference Strategy Best Practices 2024

As we start 2024, it is important to give some thought and structure to how you approach conferences, especially the 1:1 speed dating formats. Most have 30-minute meeting slots so how you optimize your time slots is imperative.

Here are some best practices to follow to generate the most ROI from your meetings with investors.

Preparation:

  1. Know your investor: Conferences typically provide some limited background as a start. Bolster this information with a review of LinkedIn and any investor databases you may have access to. Do not forget mutual contacts and any common interests, background, etc.
  2. Save the trees: Investors are taking 15 or more meetings. They do not want to bring back 15+ presentation decks. Bring a one-pager and possibly a few exhibits to add color to the conversation – but not to hand out.
  3. Practice your pitch: a 30-minute meeting is really an 8-10 minute, concise introduction to your strategy. You will have a few minutes to allow the investor to speak at the beginning and time after to ask questions.
  4. Divide the pitch: The presentation should be made in chapters including: team (people), philosophy/opportunity, process, portfolio, performance and risk management. You must also be sure to tell the investor how they can invest – on or off-shore, minimum size, etc. as well as how they can (or cannot) redeem.

The “Big” Event:

  1. Why are you there? Introduce your fund and strategy and start a relationship. Period.
  2. Make it repeatable. If your investor cannot repeat three points about you, your fund will get lost in the shuffle. Remember that investors will conduct 15+ meetings and they will only remember 5-6 of them.Focus on what you want the investor to know about you and then what you want them to remember.Why this strategy/opportunity? Why us? and Why Now?

8 Do’s:

  • Take notes on all the questions asked and your follow-up’s
  • Offer a coffee or water or snack for the investor and have mints at the table
  • Have physical tear sheets and QR code tear sheets available
  • Be enthusiastic – if you don’t care, the investor won’t care
  • Ask the investor questions during the meeting to better understand their concerns and interests
  • Ask for a “60-second” intro from the investor (unless you know them well)
  • Ask the investor how much they know about or their experience they have with the asset class or strategy
  • At the conclusion of the meeting ask about the best way/time to follow-up

5 Do Not’s:

  • Read from slides
  • Speak fast or in vague terms
  • Interrupt or cut off investor questions or comments
  • Avoid answering challenging questions
  • Keep the investor past the meeting end time (unless they ask)

Follow-up:

  1. Send a thank you follow-up note that references the meeting and any follow-up questions that came about. Do this within days of the event.
  2. Add the investors to the distribution list for performance and other updates.
  3. Take every opportunity to share your expertise and educate the investor on developments in your market / asset class with regular insights.
  4. Ask the investor for feedback. Do not hesitate to ask what the investor’s initial thoughts are on both the strategy and the approach. The investor may have enjoyed the meeting but has zero budget or plans to invest.

Don’t forget to practice.

Happy hunting!

Best regards,

J. Douglas Newsome, CFA

Managing Director, Director of Research

Perkins Fund Marketing LLC

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