Marketing has always been very important to Kleinwort Capital and the way we run our business. We have a structured marketing plan, which we review and monitor closely on a regular basis. In an increasingly competitive market, it is essential that firms differentiate themselves and we believe we have achieved this through our high profile brand awareness campaigns and overall marketing program. Advertising is only a small part though, we also host frequent sector events, and promote the brand and our key messages via direct mail, our website, regular PR and of course through every person who works here. believe the key drivers for us have been to never rest on our laurels, but always be looking to improve and not be afraid to try new things.
LBO France is one of the rare French funds to cover the entire French private equity market with its focus on the small cap, mid-market and real estate funds together with its dedicated teams of senior professionals from industry banking and civil service. As a result, it means that our teams are constantly present in the French market either talking with intermediaries, banks or senior managers – this, in my opinion, is one of the best forms of outbound marketing for us. Our more traditional marketing consists of regular one-to-one personalized meetings with current LPs plus of course, our investor road shows and newsletters. We also attend the majority of the private equity conferences.
?Private equity providers are operating in a ?me-too? market.? -Julie Sieger
Branding – something traditionally associated with the consumer market – is becoming increasingly visible in the private equity sector. Like many other industries, private equity providers are operating in a ?me-too market where true differentiators are hard to identify. Deal size, sectors and geographic focus for example are not enough to make a firm stand out from its competitors. Sovereign utilises a number of marketing tools to maintain a memorable and positive presence in front of its key audiences. These include website, PR, deal announcements, direct mail and events etc. It's not the tools themselves which are unusual but how they are utilised. Our direct mail for example has included a Dot-to-Dot book for our intermediaries; our website has a RELAX area where visitors can play a few Sovereign games.
We believe that keeping the brand fresh and memorable for the ?right reasons? helps maintain good communications and in turn supports dealflow.