October 4, 2019

Can you improve your annual investor day?

Most funds and public companies have an annual investor day.

These are regular, important and – for investors and analysts – a chance to see face-to-face how their investment is performing.

But these events 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 investor day can make a difference to investors and analysts and therefore to your share price, bond price or likelihood of re-investing.

 

What does a good annual investor day look like?

If you ask investors to describe good investor days, you will hear words like: ‘interesting’, ‘useful’, ‘valuable’, ‘reassuring’, ‘insightful’, ‘helpful’, ‘inspiring’ and ‘fascinating’.

 

Our team at BBA have identified seven ways you can improve your next investor day.

Seven ways to create successful investor days

 

1. Teach, don’t tell

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 a dull presentation.

Instead, have a teaching mindset. You are the expert on your business, and for others to continue to believe in you, you need to teach them about that 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.

 

 

 

2. Help investors report back to their Investment Committees

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 – typically between one line and 60 pages.

• Are you making it easy for them to write that report? 
• Is it clear what you are saying?
• Do you give them the words to use and the best ways to speak about your business?
• Have you used memorable metaphors and analogies?

If you make it easy to talk and write about you, you will get better understanding and stronger support.

 

 

 

3. Address investor concerns

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 your next event.

Call now to improve your next investor day
 

4. Don’t assume knowledge

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 is 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.

 

 

 

5. Be interesting and memorable

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
 

6. Improve impressions, don’t not just supply data

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.

 

 

 

7. Make the whole investor event enjoyable

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?

If they enjoy themselves, you will improve perceptions.

 

 

How we at BBA can improve your investor day

When we support companies with their investor days, our 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:

1. Help you decide how to say what you want – messaging

2. Support you in polishing your presentations

3. Rehearse and refine your performance
   

 

Next steps

Call us to discuss how we can help you run a memorable investor day that helps investors feel happy, confident, and excited about your future.
Call now to improve your next investor day