I've been familiar with Fisher Investments for about three years...ever since one of my close friends decided to transfer all his investments over to their management. Since that time, I've been watching very closely, and have been able to watch how they market their services, which I can sum up in one word, content.
Fisher manages over $45 billion in assets for high net worth individuals and institutional investors. If you are not familiar with them, they are similar to a JP Morgan Asset Management. Over the past few years, they have been able to create a significant brand in the affluent asset management arena by investing in content-driven marketing strategies.
Here are some key points behind Fisher's content marketing plan:
Leverage Traditional Media to Drive Free Content Giveaways
In reading the Money section of Friday's USA Today, Fisher took out a full-page ad promoting their free "must-read" report called "The 15-Minute Retirement Plan: How to Avoid Running Out of Money When You Need It Most" (see picture for ad). The ad is very specific about what is in the report, how a customer might benefit from the report, and is also specific about the audience. At the bottom of the ad, Fisher states that they cater to those with portfolios greater than $500k.
Have you ever looked at a full-page ad for Ameritrade, Goldman Sachs or Charles Schwab? I don't think I've ever seen one promote a content initiative. Fisher gets it right...if you are going to use traditional media, use it to drive interest and communication (and ultimately a conversation) through valuable and relevant content.
Use Article Marketing to Drive Your Brand
My first interaction with Fisher was through their CEO Ken Fisher and his regular column in Forbes magazine. I'm certain Mr. Fisher gets paid for this, but he doesn't have to. The column in Forbes positions Mr. Fisher as an authority and expert in the industry. After reading his columns, who wouldn't want to have him or his staff working for you?
Key point: Writing great content, whether on a blog or in an article on another site, magazine or newspaper, works if it's valuable and relevant to the reader. This tactic has certainly been a key to their success.
Write a Book
Mr. Fisher has written many books, with the last one, "The Only Three Questions That Count" being a best seller. There is simply no better business card in the world than a book for you and your company.
Many companies that launch book efforts get lost in the fantasy of having their own book, talking too much about how great they and their products are. Mr. Fisher uses real-world examples and a common-sense philosophy that truly positions him as an investing guru (yes, I read it).
Keep Customers Informed at all Times
Fisher sends out quarterly pdf reports to clients on the state of the market and their current investment outlook. They also send customers a very professional "State of the Market" DVD of Ken Fisher and his experts discussing the market and their investment strategies.
Just recently, as the market went into a downturn, they sent a special report out to customers, telling them to stay calm, and to believe in their overall philosophy. Consistent communication with customers is key to their marketing retention strategy.
Promote Your Services, and Your Content on the Web Site
Although I'm not a big fan of their web site design, it's easy to see that Fisher is a huge believer in content. Four of the six major spots on their home page is dedicated to content, including information on Fisher Investments Press, a free downloadable eBook, Fisher's Forbes column information, and the book.
Key point: If you want to teach people about what you do, teach them what they need to know to succeed first.
Create Your Own Media Portal and Be the Content Expert in Your Industry
Probably most impressive is Fisher's creation of Marketminder.com, a wealth of online information dedicated to financial analysis and research. If anything positions the 50+ member research team at Fisher experts, it's Market Minder.
Market Minder doesn't push Fisher services at all. They talk real business with real advice and some of the best research and opinion around. This is a strategy that ALL companies, big or small, can take from Fisher as a best practice.
It's pretty easy to see how Fisher has created one of the best brands in the affluent investing market. The great news is that (outside the full-page ad from USA Today), any company, even a one-person shop, can take these initiatives and make them their own. Technology has enabled the barriers to entry for content creation and marketing so low that any company can afford these practical and ultra-effective marketing strategies. Good Luck!
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Great marketing - - but piss poor performance.
I gave them $500k in Dec 08 - - now worth $440k. They don't perform well in a flat or down market. I would not do it again.
Posted by: bill carlson | July 21, 2008 at 10:46 PM
Fisher Investments does offer some great marketing; but the primary thing other businesses should learn from them is the overall structure of their operations. They are not only the largest independent money manager in the US but also completely unique in their model. The idea of direct marketing nationwide with very low overhead servicing costs while serving a high net worth client base is unreal. The margins they maintain from the business model allow them to mass market in a way traditional wealth managers never could.
Posted by: Jason | October 31, 2008 at 06:35 PM
I am impressed by their marketing model...it sucked me in. Their "money management" seems to be simply a mutual fund run by three people who do not seem particularly competent.
Posted by: Busted N Kansas | April 18, 2009 at 10:35 PM
Interesting post. I'm from Fisher Investments, and for more information on MarketMinder.com, visit a sample article here: http://www.marketminder.com/a/fisher-investments-us-economy/9dd12733-1b88-49d3-97e8-60aa5b398e25.aspx
Posted by: Ben J | May 12, 2009 at 01:10 PM
Fisher Rep met with us and was professional, informative, candid and did not use pressure. Had one follow up phone call and no brochures in the mail. Received explained material at meeting with rep. Overall this was a pleasant experience. Chose to continue to do own investing.
Posted by: Owie | May 13, 2009 at 09:04 PM
Has anyone noticed the investment philosopphy of this Guru over the past year? They may market their company well but when it comes to protecting their clients, well that's another story. Most clients are looking at losses that currently exceed 40+%. Consider that when they talk about their hype in protecting clients when a downturn occurs. Do your homework with this company.
Posted by: Mark Hopkins | July 11, 2009 at 08:01 AM
As a Fisher Investments employee, I know the importance of content to a business. Ken Fisher has focused on sharing his knowledge as a columnist for Forbes for 25 years. You can find the most recent Portfolio Strategy columns on the Fisher Investments website.
Posted by: Fisher Outreach | July 23, 2009 at 02:15 AM