If most companies sold their products as ineffectively as they market their stock — or ignored them — they’d soon be out of business.



And there lies the problem for most CEOs and CFOs, but also a great opportunity, because companies’ stock is a lot like any other “product.”


They’re both sold on the open market, resulting in “sales” or “trading volume.” Both require “brand awareness,” and corporate loyalty. (To encourage repeat business, or buying more shares.) And like anything else, shares have to be marketed and “customers” need to be cultivated.


Yet most CEOs overlook this basic truth, along with their investors and shares — and probably try to forget they exist. But here are two factors to keep in mind:


FIRST, the environment has changed and companies now have to be sold to retail investors. No active marketing = no buying volume. But if you don’t know how it’s done, how can you market?


SECOND, for any company with a poorly-trading stock, all this represents a significant opportunity. The under-valued ‘product’ is ready for marketing, and the investor base is rapidly reaching critical mass


And so to all CEOs, CFOs and everyone else in the decision-making loop, we would ask: You’ve got an under-valued ‘product’ with enormous potential. The question is, what do you DO with it? Does possibly doubling your market cap mean something? Improving your liquidity?


Meanwhile, here are some other things to keep in mind…


• There’s no such thing as cookie-cutter marketing.

Every company is different, requiring a unique marketing solution — whether it’s a startup, already operational though maybe moribund, tech or service, etc. But whatever the challenge, the same principles apply. Here’s an example …


We’re currently working with a startup that’s developed a new kind of social networking software. It needs further funding and faces this challenge: The people who will initially be using the software are youngish, under 35, but aren’t investors. But the people with money are older, technologically challenged. Thus how do you sell this remarkable achievement to investors who won’t initially be using it, and may even have a hard time understanding it?


• Great marketing is always opportunistic

… because the world is so volatile, which is good and bad. Bad because most companies are approaching obsolescence and don’t know it. And good because new opportunities are constantly springing up, based on societal and technological change. Only question is, are we smart enough to spot them?


• Think synergistically

Investor marketing, obviously, is designed to build market value and trading volume. But sometimes it can do more. We completed a campaign for a California company that designed a breakthrough wind-powered electric generator for homes and off-the-grid locations. Production will start later this year.


But apart from generating nearly 40 million shares of trading volume, and capturing 9,300 new shareholders, the investor campaign produced unexpected dividends: Over 300 serious inquiries from 31 countries for licensing and distributorships. And 1,400 people have asked about pre-ordering retail and wholesale. Conventional wisdom: “Can’t be done.” We say BS! Product and investor marketing are NOT always mutually exclusive.


• Overlooked opportunity

Investor marketing for small and micro caps is DEAD because no one is doing it … because IR hasn’t yet figured out this new environment … which leave us with a big, fat, beautiful VACUUM. And almost no competitive clutter means that you’ll have the field pretty much to yourself.