Marketing the Private Equity Firm Course

 Location: London (Central)

Marketing the Private Equity Firm is aimed at professionals responsible for the marketing function in middle-market, medium-sized private equity firms and of venture capital firms.

The objective of this two-day course is to develop participants’ appreciation of the need to develop an effective marketing strategy for their firm in order to achieve differentiated competitive advantage and to grow the firm successfully.

The focus of the course is on marketing to potential investee companies rather than investor relations, although the concepts will also be relevant to the fund raising process.

The course is highly practical and extensive use will be made of case studies, exercises, and interactive discussions with the sharing of best practice with and between participants.

What you will learn

By the end of the course you will be able to:

• Apply marketing theory in practice to private equity firms
• Apply marketing strategy, planning and tactics to private equity firms
• Assess the position of your own firm in the marketplace and how it is currently differentiated from the competition
• Develop a differentiated strategy for your firm
• Prepare an outline marketing plan, including a marketing calendar of events, thought leadership and other operational tools
• Communicate your messages to the marketplace, dealing with both “good” and “bad” news
• Help provide your firms with real competitive advantage.

What previous attendees think

"An excellent course. The only marketing course I know of that is specific to my sector."
Andrew Kenny, Marketing Manager, Electra Partners

‘The marketing course allowed me to interact with others within the same sector.
 I was able to exchange marketing ideas and learn from others' experiences.’
Lut Van Renterghem, Marketing & Communications Manager, GIMV

 “It is the first time ever I have seen an agenda covering relevant marketing and communication issues for Private Equity specifically. I would definitely recommend this course to communicators active in the Private Equity industry.”
Nina Nornholm, Communications Manager, EQT Partners AB

THE TRAINER

Keith Arundale is a speaker, author, Chartered Accountant, Chartered Marketer, consultant and university lecturer in private equity and venture capital. Previously Keith was responsible for proposal strategy and coaching for Price Waterhouse, in continental Europe. Subsequently, he was in charge of marketing, business development and the venture capital programme for PwC’s Global Technology Industry Group in Europe. He developed thought leadership and marketing programmes for the venture capital sector across Europe. He directed and authored the annual private equity surveys for the BVCA and EVCA.

Keith led business development programmes for both multi-national and fast-growth, venture backed technology companies directed a central marketing team and championed 20 country marketing teams in Europe.

Keith is the author of the BVCA’s “Guide to Private Equity” and his book “Raising Venture Capital Finance in Europe” was published by Kogan Page in 2007. He is a Visiting Fellow at the ICMA Centre, Henley Business School, University of Reading where he is responsible for the venture capital module for the MSc in Corporate Finance. He is a trainer on Private Equity International’s foundation course for private equity professionals. Keith is a Non-Executive Director and Audit Committee Chair of an NHS Foundation Trust in Berkshire. He was President of the English Tech Tour in 2007. He was Master of the Worshipful Company of Marketors, the City of London Livery Company for senior people in the marketing profession, in 2007/8.

Course categories:Private Equity / Venture Capital, Sales & Marketing Courses, Private Equity / Venture Capital Inhouse, Sales & Marketing Inhouse

COVERED TOPICS

- A training day runs from 9am-5pm.
- Refreshments and lunch are included in the course fee.
- Venue/logistic details will be provided to delegates closer to the course date.

How to assess the private equity marketplace including growth potential and possible areas of change in the industry and market

• Current trends in the private equity industry
• Marketing the private equity industry, issues and challenges in the current environment

Firm’s current position in the marketplace, including competitor SWOTs, track record, market research, “client” feedback

• Market research – internal and external assessment
• Competitor assessment; firm and competitor SWOTs

Determining where your firm wants to be in the marketplace

Development of a marketing strategy to bridge the gap

• The importance of marketing as viewed by the larger private equity firm
• external speaker: senior marketing executive from larger PE firm

Fund differentiators (USPs)

• Marketing strategy and identification of firm’s differential advantage (USP)

Fund strategies:

• Sector focus: established and emerging industries
• Stage focus: early, growth, mid-large buyout, quoted, distressed
• Geographic focus
• Size: typical VC and buyout + mega and club
• Management approach (adding value, monitoring investments)

Branding (and re-branding) – development of unique messages for the marketplace

• Development of marketing messages
• Branding (including company literature, brochures, websites) and thought leadership

Communicating your messages to the marketplace – to entrepreneurs, business owners, deal-referral sources and investors

• What attracts portfolio companies to private equity firms
• external speaker: CEO of PE backed portfolio company
• Development of outline marketing plan and marketing calendar – part one

Use of thought leadership to get your messages across

Use of spokespeople / media training / selecting and getting the most out of a PR firm

• Media and PR – external speaker from PR firm
• Development of outline marketing plan and marketing calendar – part two

Use of advertising, direct marketing, event programme, development of a marketing calendar

• Essentials of in-house marketing, including managing people and budgets

REGISTRATION & PRICING INFORMATION

For more information or to be contacted by the event provider please fill this form:

The registration is closed

Price: 2,255.00 USD
Location: London (Central)
Event date: 06.03.2012 - 07.03.2012
Event duration: 2 Days
Event time: 09.00 h - 17.00 h

ADDITIONAL DATES

CONTACT US

Email: info@financialveritas.com

Phone: +44 208 133 5917