CHAPTER 9

Executing the Strategy

The Two-Stage Model of Investor Marketing

The two-stage model of marketing shown in Figure 9.1 utilizes two complimentary methods of stage one marketing: (1) targeting of investors and (2) corporate promotion. These two methods are designed to generate plenty of enquiries and opportunities for stage two marketing. Stage two then works with the investors to guide them through the valuation process which enables them to invest.

Both targeting and promotion rely on the firm having an agreed, consistent, and compelling story and brand identity and careful micro-segmentation (see Chapter 4 of Coe, 2004 for more information on micro-segmentation). Segmentation is essential for the effective use of targeting and also ...

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