Providers Vie for Advisors` Attention

Cogent Research Study Reveals Advisors Receive More than 100 Provider Contacts
Per Month
CAMBRIDGE, Mass.--(Business Wire)--
Managing an average fourteen product provider relationships, the typical advisor
receives more than one hundred emails, mailings, wholesaler visits and internal
sales desk calls every month - just from the firms they work with. Cogent
Research`s new Advisor TouchpointsTM 2009 report explores the frequency,
combination, and effectiveness of leading product providers` outreach efforts,
revealing not only industry-wide best practices, but surprising performance by
some unexpected players as well.

According to the report, the current most active communicators among mutual fund
firms are John Hancock Funds and Evergreen Investments, with each averaging
about 16 advisor client contacts per month. Black Rock, Fidelity
Investments/Advisor Funds, and Putnam Investments also post double digit monthly
"touches," compared to the overall average of seven for the mutual fund
industry. Among ETF providers, Rydex is the active firm, posting eleven client
contacts per month, compared to the overall ETF industry average of five advisor
contacts. Nationwide Life Insurance Company leads variable annuity providers
with an average of twelve monthly contacts with those advisors currently using
its products.

While consistency and frequency of contact is certainly important, it is not the
only driver of an effective communications strategy. According to Cogent,
best-in-class providers - that is, firms best at keeping advisors feeling
"personally connected" - vary considerably in their outreach approach. Among
mutual fund firms, for example, top performers include American Funds, Franklin
Templeton, PIMCO, and Fidelity Investments/Advisor Funds, while emerging fund
players The Hartford and Russell Investments also demonstrate a keen ability to
connect with advisors. Meanwhile, iShares sets the standard for ETF providers,
and variable annuity providers Jackson National Life and Prudential Financial
both produce winning advisor communication strategies.

"Clearly, when it comes to outreach strategies, it`s not only about quantity.
It`s also about quality," said Cogent Principal and co-founder John Meunier.
"Over the past year, firms that brought real ideas to the table, from both a
product and practice standpoint, have been rewarded with a stronger bond to the
advisors they serve."

Cogent`s research findings also reveal the importance of tailored strategies to
meet the specific needs of certain advisors, whose delivery preferences and
content needs differ significantly by advisor practice model and investment
approach.

"Right now, for example, providers are jockeying for the attention of the
fast-growing RIA segment. However, our research shows it would be a mistake to
simply deploy a traditional communication strategy with this group," cautions
Carrie Merrick, senior analyst and author of the Cogent study. "RIAs greatly
prefer electronic communications over phone calls or visits, especially for
sales ideas and monitoring product performance." Merrick adds, "they`re also
very open to using Webinars to learn about new product information and
business-building strategies."

Cogent`s Advisor TouchpointsTM 2009 explores the impact of both push and pull
marketing touches on key metrics including brand impression, loyalty and
purchase intent. Communication practices of over 35 product providers across the
mutual fund, variable annuity and ETF industries were examined and evaluated.
Data for the study was collected via an online survey of a representative sample
of 1,529 advisors in the United States with a minimum of $5 million in assets
currently under management.

About Cogent Research

Cogent Research helps clients gain clarity, obtain perspective, and formulate
direction on critical business issues. Founded in 1996, Cogent provides custom
research, syndicated research products, and evidence-based consulting to leading
organizations in the financial services and life sciences industries. Through
quality research, advanced analytics, and deep industry knowledge, Cogent
Research delivers data-driven solutions and strategies that enable clients to
better understand customers, define products, and shape market opportunities in
order to increase revenues and grow the value of their products and brands.

Cogent Research
John Meunier, Principal, 617-715-7605
jmeunier@cogentresearch.com

Copyright Business Wire 2009