Xpono are on a mission to shake up the way financial sector products and services are explained to clients – not least for hedge funds. Have you ever brought out that 16 page pdf explaining in depth how great your product is, only to see your potential client’s eyes glaze over after page three? With so much information to digest on a daily basis it’s easier than ever for the explanation you provide to get lost in the “to read” pile. What’s the answer? Video.
Condensing your information into an attractive and engaging piece of film can dramatically change the extent to which your message gets through. It’s safe to say video is here to stay – we know this isn’t a new trend anymore, with most industries using it to great effect, but why isn’t it used more in the alternatives world?
At HedgeBrunch we love video and we love what Xpono do (we’ve worked with them since their launch in 2011). How many fund managers are guilty of sending out their monthly report or complete marketing documents just hoping that they will get read. With thousands of funds out there and allocators bombarded with information which do you think will get through first – an in-depth pdf or a 3 minute video?
Granted there are the normal hurdles of making sure your content is only consumed by those who are qualified to see it, but these barriers do not differ with video if properly managed. It’s also not the death of the text based document altogether – these will always have their place – but video is ammunition in your marketing arsenal that you cannot ignore any longer.
There are handful of forward thinking managers who are already taking time to produce the right video about themselves, and there are exciting stories already being told. Building a strong video gives you the opportunity to tell the story of your fund or strategy in more depth – as a first step in a potential investor getting to know the opportunity this can be crucial. As important though, is the chance that video offers to get across the human message and team behind your product. Simply not possible in text. In a world where politicians and business leaders engage in the first person in an instant online, we no longer have the luxury of sitting behind a brand logo and marketing message. Being a real person, with a human story is a differentiator. It should be used that way.
Xpono, whose team members have financial product background themselves, are able to take your marketing messages and simplify them. The end result is not only a video that engages the viewer but also a tool that tracks client interest (you can see who has watched your video and for how long). These are features that don’t exist with old format print and cluttered PowerPoint presentation and can be incredible useful when following up.
In hyper-connected world, where inboxes fill up faster than we can keep up, video offers the opportunity to deliver your message in a far more accessible format. We’d go as far to say that in a short space of time the use of video in hedge fund marketing will be the rule, rather than the exception. Given their financial understanding and expertise, Xpono are perfectly placed to make this happen.
To learn more visit xponodigital.com