Page 27 - Investment Advisor - September 2023

Thought Leadership & Education

ioral profiles that underpin how each thinks about the advisor knowledge center breaks down the basics of private markets.
relationship. FlexShares uses this as the basis for research-based, This includes a private wealth brand guide and logo that incor-
actionable techniques that equip advisors to provide a more per- porate takeaways and calls to action. The firm used LinkedIn
sonalized client experience and demonstrate real value. with professional targeting of thought leadership content, and
A companion advisor research study, completed in early 2023, email marketing focused on showcasing content, segmentation by
sought to highlight how advisors are growing their share of wal- geography and personalization to introduce the brand and create
let today and to identify the specific tactics that are proving to be community. It also used LinkedIn’s offerings to create a Private
most effective for advisors in the current environment. Wealth showcase page.

Franklin templeton Pickler Wealth Advisors
Franklin Templeton created the Pickler Wealth Advisors launched a
Voice of the American Worker Survey, which is conducted by podcast in 2020 called BullCast, which set out to eradicate finan-
The Harris Poll and is connected with the firm’s Retirement cial illiteracy in a relatable, honest and pop-culture-fueled format.
Innovation Initiative. Findings indicate that the current eco- The firm also created “How to Survive a Bear Market Attack:
nomic climate is accelerating financial stress and shifting back Tips to Surviving a Market Downturn,” an interactive webpage
milestones like retirement. and booklet that sought to allay client’s fear of the unknown by
Some of the main conclusions from the research are: It’s an addressing market turmoil created by inflation, foreign wars, gov-
important time for employers to check how their employees are ernment policy changes and navigating a post-pandemic world.
feeling and offer support; employees want more direction and As part of the firm’s BullNetwork client-education outlet,
advice in the current economic environment, and are looking to David Pickler engages clients on BullTalk, a weekly live call-in
the workplace as the epicenter of their financial life. show, by giving them insights into the most recent economic
trends. Another part of the BullNetwork is BullTV, also hosted
Hamilton Lane by Pickler, which highlights the citizens of the Mid-South who
Hamilton Lane’s Market make a difference in the firm’s community. The show’s content is
Overview delivers technical information to its audiences in produced and edited each month by students preparing for real-
an approachable way through data-driven insights, while its world opportunities.

September 2023 Investment AdvIsor 25