How do you sell an investment fund to the general public, that no-one but a few select city professionals has ever heard of?
You give it a simple, memorable branding that explains its ethos, and demonstrates (within FSA guidelines) what a strong performer it has been (over the last 5 years, remembering that the value of your investment can go down as well as up...etc...etc).
You select data targeted at sophisticated, affluent investors prepared to take an element of risk with their investment. You search your database for people with headroom in their ISA allowance. And you identify key performing media titles, like Money Week, Bloomberg and Money Observer for your off-the-page advertising.
please roll over