Marketing agencies see earnings seasons as a great opportunity to advertise. We believe that earnings are the only corporate event between quarters that allow companies to market themselves over a year. This is an often-overlooked aspect of earnings. It is also the best chance we have to assist our clients to generate a positive investor response, regardless of the outcome.
During earnings, a company has the attention of a large and interested audience of shareholders. Even the sell-side and the media are focused on earnings. Earnings are a grand marketing opportunity.
The foundation for any marketing initiative is messaging and narrative, regardless of the fact that some years are better than others. The same set of queries should be addressed every time. What is your company's most significant value proposition? Why should someone continue to invest in or begin to examine your firm? These are the enigmas you seek to solve every time you release your earnings. The answers constantly alter.
The core messages of your company must adapt as your company's strategy, financial results, and the market change. When the market is challenging, how do you get investors to look to the future with hope? You may be either direct or subtle with your messaging. It may increase the impression of transparency or lessen the blow of a difficult period. The words you choose to describe your performance and the broader environment are as critical as the performance itself. You have the chance to shape and control the story four times annually.
Since you'll have to create content whether you like it or not (charts, graphics, soundbites, etc.) during earnings you might as well use it to the fullest extent. Creating this content is great because it can be easily recycled. Is there a terrific chart or graphic from your earnings presentation or press release that you could use on your website and/or social media channels? All you need is some data and a bit of imagination. Have you considered broadcasting your conference call as a livestream? Content is consumed in a wide variety of formats across a range of media, and content will reinforce your company's narrative.
Many factors contribute to an earnings announcement being a successful marketing effort. For now, we'll finish by emphasizing one final point: Earnings allows you to engage with the sell-side, your major investors, and your most likely targets. It is time to think about how to maximize those connections. Add engaging with these connections to the top of your to-do list and be proactive. Following the earnings call, reach out to those key individuals and offer them a chance to speak with you. Relationship building is an important part of marketing, advertising, and investing.
Don't miss the chance to market your stock during the next earnings cycle; wear your marketing cap instead of your investing cap. We'd love to chat with you if you're unsure where to start. Don't hesitate to reach out to us here at 154 Agency.