Published: 16 April, 2019

How Do You Ensure Your Fund Launch Keeps Momentum?

To stop a fund launch running out of steam, you must develop a marketing plan for the six to twelve months post-launch that drives continued awareness and fuels additional lead generation. Don’t just concentrate on one medium – instead, ensure that a strong and varied programme of promotional material is going out across multiple channels.

But, to determine if the content is meeting its goals you must track its effectiveness. How you do this depends on the distribution channel. For example, an email tracking tool such as ProFundCom reveals powerful and valuable statistics such as which emails and attachments have been opened, as well as geographical location of each recipient and the device they used. But these metrics must be measured against data of the same type from previous launches, whilst similar data from across all the channels used must be compared against each other. This enables you to do more of what you know is working and stop doing what is not working.

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