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What Matters More

In a highly competitive market where competing companies jostle for the attention and preference of investors, it is becoming increasingly important for companies to stand out and be noticed.

With that in mind, let’s get to the bottom of what impacts your investor marketing ROI the most - the creative content or the execution strategy?

We, as marketing analysts, like to be able to measure things. But, what about the “creative” or “quality” side of media?

How much does it matter and how can Investor Testing help address it?

Quantifying the Importance

Although a great deal of questions and discussion in investor marketing tend to be focused on what conferences to hit and what cities to visit, we have found that the creative quality is, on average, the largest driver of ROI success. 

What our analysis shows is that copy quality is most commonly cited as the largest ROI improvement opportunity across all channels.  In other words, the quality of the creative itself– is the most important factor in whether or not a campaign will perform well.   

Summary

So, how much does creative matter?  A lot. The bottom line is when all else is held constant, the difference in copy content and quality can significantly impact in-market response to media. 

Market research can help you determine if your message and presentation drive investor behavior for your business.  And the best way to get this done is by Investor Testing different situations, keeping your fingers on the pulse, fine-tuning, and executing with excellence.

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Mark McKelvie

Founder, CEO Investor Testing. If you want to find out how clear and compelling investors find your story ask them to explain it to you in their own words and watch what happens.

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