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Under
long term and short term contracts, and in its consulting practice,
Alliance
Sales & Marketing helps its clients with all aspects of the marketing
of their investment products and services:
Sales Management & Wholesaling
We gain
access to, build awareness with, garner the support of and maintain
relationships with
dealers and investment advisors. Key activities on our clients’ behalf
include:
¨ Channel diagnosis/analysis (analyzing distribution channels for better
 penetration)
¨ Access to established Securities/Mutual Fund Dealer and Investment
Advisor relationships
¨ Develop and maintain new relationships with targeted
Dealers
and Investment Advisors
(IAs)
¨ Road
Shows
¨ Branch
Visits
¨ One-on-one
meetings
¨ Support
IA’s local promotion programs
¨ Regular
mailings
¨ Conference
calls
¨ Pro-active
and reactive telemarketing
¨ Maintain Sales
Force data-base (maximize size and quality,
maintain accuracy)
¨ Dealer
Head Office Relationships (keep them informed,
secure their
endorsement)
¨ Special
attention to top producing IAs
¨ Pursuit
of new sales representatives (brokers/planners) at current
dealers
¨ Pursuit
of new channels of distribution
Product
Management
Using “packaged goods style” marketing disciplines,
Alliance develops winning marketing strategies and tactics, designs
new products to meet investor needs and maximize asset growth potential,
co-ordinates all aspects of advertising and promotion and manages public
relations activities. Product Management services include:
Planning
¨ Preparation
of long term (5 year) strategic product line work plans
(including market
analyses, assessment of business potential, industry
trends, opportunities
and threats)
¨ Design
and development of strategies for each element of the
marketing mix
(market segmentation/target audience, positioning,
product/features/pricing,
sales force, distribution, advertising &
promotion, customer
service)
¨ Preparation
of annual marketing plan(s) outlining tactical executions
of each
marketing strategy ( and including volume forecasts)
¨ Preparation
of long term business forecasts and profitability models
with analysis
of optional approaches to maximize the asset base
Budgeting
¨ Preparation
of annual marketing budgets to finance the execution of the
marketing
plan
¨ Monthly
reconciliation of spending versus budget (by program) and
re-forecasting
as required of fiscal year marketing expenses
New
Product Design/Development
¨ Quantitative
and qualitative research, including competitive intelligence
and client needs
analyses
¨ Business
case preparation
¨ Co-ordination
of critical ‘components’ (legal, taxation,
investment
management, operations,
training, advertising agencies, etc.)
¨ Overall
project management
Branding
¨ Development
of brand “promise’ that effectively differentiates
the
product line
from competitors and communicates the benefit(s)
Advertising
and Promotion Program Design, Development and Execution of:
¨ Corporate
advertising (creative development, production, media plan
and buy, response
handling, measurement)
¨ Annual
Report
¨ Unitholder
communications (newsletters, etc.)
¨ Point
of Sale material (brochures, posters, etc.)
¨ Unitholder
and prospective investor seminars
¨ Internet
web-site
¨ Sales
Force information kit
¨ Research
¨ Trade
Shows
¨ Co-op
Advertising (with dealers, with IA’s)
Public
Relations
¨ Media
strategy development and activity planning
¨ Development
of message tracks
¨ Media
training of corporate spokesperson
¨ Co-ordination
of media events
Investor & Dealer Service.
At Alliance Sales & Marketing we collaborate with other service
providers (back office transaction processing, custodians, trustees,
etc.) to deliver, on our clients’ behalf, service to investors, investment
advisors and dealers that is superior in the investment product industry.
Investor & Dealer Service activities include:
¨ Handling
account inquiries from unitholders and their investment advisors
¨ Co-ordination
of all aspects of shareholder administration
¨ Liaison
with back-office processing to resolve transaction errors,
omissions, etc.
¨ Liaison
with Dealer back-offices to ensure their needs are met
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