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SOURCE Meyler Capital
VANCOUVER, British Columbia, Jan. 13, 2014 /PRNewswire/ -- When West Coast Hedge Fund Topturn Capital recently hired a professional surfer and commissioned a video to replace an ageing introductory presentation, people took notice. The video, picked up by Fortune.com, Barron's, CNBC among others, was viewed over 6000 times worldwide in less than 48 hours giving Topturn more visibility and profile than it could have achieved in a year of marketing in the traditional way.
The way that alternatives managers present themselves is entering a new era. The JOBS Act means that solicitation is no longer as restrictive as it once was. Topturn recognized that the way in which funds are talking, and investors are listening is fundamentally changing – and for those looking to get noticed in a sea of competition, creativity matters.
…And creativity is generally not something the professional financial community is comfortable with when it comes to capital raising.
So…what firm provided the "push" behind this radical departure from the industry norm?
Meyler Capital - a creative marketing agency that has specialist expertise in the asset management sector. Its team, having been practitioners in the industry, brings together a blend of financial sector experience, with strong leading-edge creative and digital expertise.
The firm was founded by Kyle Dunn, a real estate investment veteran who was looking to "test the boundaries of marketing in the investment space because so many good funds all looked and sounded the same – even as some of the bad funds."
Meyler uses video a great deal as it can say more about a fund in two minutes than can be said in even a 40 page pitch book. JD David, the firm's COO, points out that "video captures the essence of people - their passion, enthusiasm and charisma – it's not about track record, it's about the people behind that track record."
It's not just about video though. Meyler offers a full suite of innovative services with respect to marketing "infrastructure" and digital and print messaging. It is also the pioneer behind "Sonar Marketing" – a marketing approach designed to more effectively profile prospective investors and expedite the sales process.
Speaking of the Topturn Capital video, Dunn comments "these guys had something really special and we needed to find a way for them to express it. If we were in any other industry, it would have been obvious to connect a professional surfer and build on the strong link between the 'top turn' – a maneuver to keep a surfer in the momentum of the wave and Topturn Capital's approach to managing money. We believe video enables us to elegantly communicate the fund's approach to risk management in a more powerful way than could be expressed in the written word."
The Topturn Capital video can be viewed here: www.topturncapital.com.
ABOUT MEYLER CAPITAL
Meyler Capital is a boutique marketing agency specializing in alternative investments. Headquartered in Vancouver, BC, Meyler also has offices in New York and London. Its team blends financial sector experience with design and digital marketing expertise, using modern tools, simple language and Sonar Profiling to reinvent the way asset managers market themselves.
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