But these events, when virtual, can also be dull.
Ask anyone to describe a poor investor day and they will use words like ‘boring’, ‘inward-looking’, ‘irrelevant’, ‘laboured’, ‘lengthy’, ‘perfunctory’, and ‘death by PowerPoint’.
That’s a real pity, because a well-run virtual investor day can make a difference to investors and analysts and therefore to your share price, bond price or likelihood of re-investing.
If you ask investors to describe good investor days, you will hear words like: ‘interesting’, ‘useful’, ‘valuable’, ‘reassuring’, ‘insightful’, ‘helpful’, ‘inspiring’ and ‘fascinating’.
Based on 10 years advising companies and funds, our team at BBA have identified seven ways you can improve your next investor day.
There is always a temptation to lecture investors – update them, inform them, tell them.
Sometimes that’s appropriate, but too often that approach leads to dull presentations.
Instead, have a teaching mindset. You are the expert on your business. For others to continue to believe in you, you need to teach them about your business. And by teaching them, you help them see the business as you want them to see it.
In this way, you can improve investor perceptions, feelings and confidence in your business. For example, stories, examples,
Your investor or analyst will come to your meeting with a job to do: report back.
Most will need to write some sort of report – whether one line or 60 pages.
If you make it easy to talk and write about you, you will get better understanding and stronger support.
This should be obvious, but it is often neglected.
If there are concerns, whether it’s about the market, competition, recent performance or unexpected news, you need to address them, proactively during the investor day.
It’s a mistake to avoid bad news.
Much better to address it head on and anticipate it. And remember what you promised last year. The notes from your last investor day are the first thing that most analysts will read before this event.Call now to improve your next investor day
One big mistake is to assume that investors know your company as well as you do.
Some will know a lot, but for others it could all be very new.
You will do better if you start from the basics and remind them, quickly, what your business does and what’s special about you. Using this approach you are giving your investors a reminder in your words, not their half-remembered interpretations.
To make something stand out and stick in the mind, you need to use the right tools.
There’s a huge toolbox of techniques you can call on to give your investors something to take away and use to talk about you. One of the most memorable events we saw was a food producer running a capital markets day in London. Their big innovation that year was a giant pizza that captured a big market share. So they flew over some chefs and pizza ovens to feed all the analysts and investors with fresh pizza.
Unusual and memorable.Call now to improve your next investor day
An investor day is about so much more than facts.
An old saying we use is “facts get forgotten, stories get repeated”. That is because facts are meaningless without a story to describe them. For example, 14, 35, 34, 16, 57, 41 are meaningless numbers. But with an explanation such as ‘the combination to the safe’ or ‘next week’s winning numbers’ or ‘the grid reference for the pot of gold’ they instantly have meaning.
One of the first questions we ask our clients is: “describe the impression you want to leave with investors”. Very often the senior team has not thought about this so we need to help them find the right idea. But once you know what you want to achieve with investors, it’s much easier to find the messages, the stories, the theme of the day.
From this solid base you can develop the individual presentations and show how they link into the main story.
Tell a story; don’t dump data.
The BBC’s old moto is to ‘Inform, educate and entertain’.
You should aim to do the same in your investor days. Investors will remember you better if they have had an enjoyable experience.
You can achieve this in a number of ways – for example the obvious: making interesting and relevant presentations, all delivered well.
But you can also plan your event to be inspiring and enjoyable. For example, are you giving investors a chance to meet the wider management team? Are you showing them something new and exciting?
And for today’s virtual settings it means rethinking how you run your event. Presentations will be shorter, what you say will be bigger and bolder, and you will need to finght harder to keep attention.
If they enjoy themselves, you will improve perceptions.
When we advise – public companies and private funds – on investor days and AGMs, support can vary from rehearsing the speakers to helping think through the whole event from beginning to end. We categorise our support in three areas:
Call us to discuss how we can help you run a memorable investor day, AGM or CMD. We’ll help your investors feel happy, confident, and excited about your future.
Call now to improve your next investor day
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“BBA transformed our pitch into a compelling investment narrative. They undoubtedly helped us secure Sky TV as an investor.”
Gerry Bastable Director, Blast Films
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Erwin de Kleijn Head of IR, Saemor Capital
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