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5 Tips for Improving Investor Roadshows

As many companies are now wrapping up their IR programs for 2014 and beginning to prepare for the upcoming year, it is important to reflect on what worked, what didn’t work and improvements that can be made. Here are just a few tips – logistical, tactical and practical – that you can utilize to improve upon your roadshow efforts in 2015.

  1. Timing – Make it relevant for the long-term investor
    A majority of non-deal roadshows are conducted immediately following the quarterly results, as management has just released all public information and can then openly discuss this information with current or potential investors. However, according to a recent study published by IR Magazine, “investors are increasingly calling for company visits outside of the reporting season, when they can discuss the long-term numbers without the conversation being dominated by the noise of results.” So look at booking roadshows for the beginning of March, June and September, before the blackout period begins. Investors will understand that quarterly results won’t be discussed, so they can focus on the long term prospects of your company.
  2. Location – Investors also live in Milwaukee, St. Louis and Connecticut
    While management teams should start off their non-deal roadshow efforts in the major financial hubs of New York, Boston, Chicago or San Francisco, it is important to note that these aren’t the only cities to visit. The three mentioned above plus the likes of Dallas, San Diego, Minneapolis and Seattle have continued to see increases in roadshow activity and generally have friendly, long-term investors that every company wants to have in their shareholder base.

    Don’t have time to go ‘off the map’ to one of these smaller cities? Tie in a meeting or two with other business or existing travel to efficiently capitalize on management’s time.

  3. Leverage Existing Pockets of Holders
    Struggling to get new investor meetings, regardless of location? Long-term investors want other long-term investors to understand and appreciate the value of your company. Don’t be afraid to ask current investors if they have colleagues or friends at other firms that may be interested in hearing your story. A number of the larger institutional firms will have separate divisions with a different investment focus – and your company could appeal to these different investor styles (e.g. momentum and growth) within the same institution.
  4. Leave behind – Hard copy presentations are nice, but how will you keep investors informed of new information?
    Utilizing mobile technology can be a great way to keep your investors informed following your meeting. Plus, you can host presentations, videos and other great content on the app so you don’t have to print hard copies of these documents for your entire week of meetings. Ask your investor to download your IR app, either before the meeting so they can take notes on the presentation, or after so that they can stay up-to-date with all of the latest communications from your company. This will help show investors that your company is thinking about IR and its shareholders, and will allow you to consistently and instantaneously communicate with all of your investors.
  5. Record your Progress and Gather Feedback
    Whether utilizing the sell-side or setting up meetings on your own, make sure that you record every meeting that takes place. At the conclusion of the roadshow, gather feedback from every attendee in the meeting, including management, when possible. Some investors may not want to provide feedback, and others will want to do it anonymously. But gathering this data in a timely fashion will help improve the corporate story as well as the productivity of the meetings going forward.

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5 Ways to Increase Employee Engagement Among Baby Boomers

While there is a huge focus on millennials and their impact on how we work, Baby Boomers were the original demographic that changed the job and consumer landscape, and today, still make up a large part of the U.S. workforce. Additionally, given the recent financial crisis, boomers are working well past traditional retirement years. However, according to the Gallup Organization’s State of the American Workplace Report, boomers are also the most disengaged segment of the workforce – and this costs corporate America almost $500 million a year.

So, what can be done to increase engagement of baby boomers in their work? Here are a few ideas from Talent Management.

1. Celebrate Performance – While millennials aren’t as motivated by salary as they are by other factors like a company’s mission, values and work-life balance, rewarding Baby Boomers, whether through title changes, raises, etc. is a core way to keep them engaged with their work.

2. Provide Mentorship Opportunities – With the wealth of experience Boomers have collected over their careers, knowledge sharing is an opportunity to reconnect with their workplace and pass along advice to those who are just starting out or less advanced in their career. It will remind them what they love about their career and enable them to support a colleague’s growth.

3. Cut through the Clutter – Typically Boomers have robust lives outside of work, many with families and other obligations. With that said, it’s important for employers to communicate with their boomer workforce in an efficient manner. Mobile technology presents an opportunity to directly push information to a device – i.e., a phone or tablet – that most boomers have on them all the time.

4. Smaller Teams – Allowing employees to work in smaller teams can make them feel more productive and accountable for their work. In turn, they feel more engaged with their company.

5. Challenging Assignments – Baby boomers thrive on challenges as they have intense work ethics and are extremely goal-oriented. Keep Boomers engaged in the workplace by offering them challenging projects that call upon their vast wealth of experience and knowledge.

Baby boomers have changed the way we work. They are tremendous contributors to our businesses and ensuring that you have the right programs in place to connect, motivate and engage them is critical. Just because they are seasoned, does not mean that they aren’t tech-savvy and providing programs and technologies that take into account their busy lives, decades of experience and that recognize their accomplishments will go a long way in keeping them motivated.

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What Is Mobile Marketing Automation?

You’re reading this, so you already know how critical “mobile” and the always-on consumer is to businesses across the globe. Still not convinced? Check out the first sixteen slides from Mary Meeker’s Internet Trends 2014 – I’ll let her numbers make the final case.

Separately, you’ve likely heard of marketing automation before. These are SaaS platforms that combine customer relationship management (CRM) systems with sequenced, segmented, and automated email campaigns, along with other digital marketing channels (e.g. social media, search, etc.). Tools like Pardot, Marketo, and Hubspot have been blazing this trail for a decade.

So, if we’ve accepted the inevitable from Meeker and the rest of the industry – that Internet-connected mobile devices are forever changing consumer behavior – now we’re ready to talk about a newer, additive concept: mobile marketing automation.

Mobile marketing automation is a new discipline manifested by a set of SaaS tools and platforms, much like “traditional” marketing automation, and it enables marketers to do an array of amazing things that improve the customer experience across all of the mobile touchpoints (web, social media, native mobile apps, and even in the real-world through iBeacon technology) throughout a buying cycle. Some of the ways that mobile marketing automation empowers marketers to be smarter and create a better consumer experience include:

  • Dynamically changing content based on smart rules
  • A/B testing messaging and conversions
  • Sequencing of mobile push notifications
  • Segmenting audiences with real people-based data
  • Marrying mobile data to the rest of marketing’s analytics for a more complete picture

The “automation” comes in once we start to understand the smart rules that marketers can apply:

  • Location

o   With GPS, geo-fencing, and iBeacon technology, marketing automation software can present marketing messages based on a consumer’s real-world location seamlessly across the mobile web and within a native mobile app. Talk about context!

  • Behavior

o   Present content and messaging dynamically based on other actions that your consumer has taken across your website, on social media, within your native mobile app, and even in-store or on-premise.

  • Stage

o   If you understand what stages exist in your consumer’s buying cycle, then you can map content and messaging for your consumers based on their buying stage, making your marketing more effective and boosting your conversion rates across channels and devices.

  • Sequencing

o   String together automated content and messaging with mobile web prompts or push notifications so that consumers receive the right message at the right time on the right device.

  • Throttling

o   Set rate limits on messages so that consumers don’t get overwhelmed. Your mobile marketing automation can actually optimize your message delivery over time, ensuring a great experience across every mobile touchpoint that they have with your brand.

We’re just now starting to see a blossoming of these mobile marketing automation platforms, which empower marketers to get smarter about their content and messaging across all devices. In the end, all marketers are looking to create a better, more compelling, more engaging experience for their customers, and based on the industry trend data we looked at earlier with Mary Meeker, mobile marketing automation is going to play a critical role for digital marketers everywhere.

Jed Singer is the VP of Product Marketing for MEG.com, the only mobile marketing automation platform that delivers customer experiences across every mobile touchpoint – mobile web, social media, native mobile apps, and in the real-world through iBeacon technology. Jed has led successful social and mobile engagements for brands across many verticals, including P&G, HBO, MasterCard, AB-InBev, and Toys ‘R Us.

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