For Fisher Investments, the Money’s in the Mail
You may not recognize the name Fisher Investments at first, but chances are good some of their marketing has appeared in your mailbox. The global money management firm, with $32 billion in accounts and 16,000 clients, is unique in its high-stakes field for its use of direct mail, sending more than 30 million pieces a year.
Founder and CEO Kenneth Fisher has established himself as an independent thinker in his periodic Forbes magazine column, and his choice of the mailbox channel to get his firm’s message out is a sign of that independence. Fisher told Direct’s sister publication Registered Rep. that he believes his firm is the first asset management company to make direct mail “a predictable quasi-science.”
To read more about how Fisher gets its message into the hands of the monied classes, click here on the Registered Rep. Web site.
