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IR Magazine confirms that 95 percent of respondents cite knowledge of the company and sector as important. They want IR to be proactive and send them pertinent information by e-mail: Why not send pertinent information about metal market developments as well?
Current, interesting news about developments in end-use markets for the various metals can be used to enhance your investor relations:
• It gives you another reason to communicate - helps keep the momentum
• It can bring people to your website as a source of information.
Talking about the metals is another way to make your case to investors and fund managers: There are product benefits to be derived from their potential access to these metals through your company.
Providing current news and information about the metals is a way of paying consumers for their time and attention. Consumers today want immediate value from the ad or marketing itself, not just the promise of the value in what you're selling. This value can be in the form of useful information on the metals markets: something that demonstrates your appreciation and respect. Consumers like to feel informed.
Every time someone somewhere mentions an item they received in an e-mail from you or saw on your website, you obtain free advertising. You can increase the likelihood of this "viral" marketing by sending investors pertinent information about metal market developments.
Behavioral research shows that people buy things for emotional reasons and then seek justification for their purchase. By becoming an information source for your investors, they will find another reason to justify doing business with you.
If you were to include current, interesting information about your metal(s) markets in all your marketing communications - e-mail, website, presentations, direct marketing and so on - you would stand out amongst those firms looking for that same investor dollar.