Siler’s company is offering coupons for a free dozen Vital Farms
eggs, a book, a spatula, and a few other perks to those who hold onto their shares for a specified time period. While neither of these company IROs is certain of the ultimate ROI of these efforts and is still learning about the influence perks have on their shareholder base, both agree that doing nothing – i.e., not engaging somehow with retail investors – is not an option. Whether an investor has one share or one million shares, they all deserve investor relations’ attention. Utilizing tools such as those just discussed that enable you to communicate with your retail base in a scalable way can make a difference.
Best Practices for Communicating with Retail Investors Even with the proliferation of tools to identify and communicate with retail investors, it may still feel like there is no way to control your company’s narrative. Nonetheless, as investor relations officers we cannot stand idly by as those with often limited knowledge of our companies form opinions that are posted on social platforms and reposted at alarming rates. The good news is that 61% of retail investors, according to
Public.com, say that having direct access to a company’s IR team and company communications increases their confidence in a stock. So, how then should we converse with retail investors and
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how can we do so without adding a tremendous amount of work to our already 24/7 careers? Every person interviewed for this article said it’s not about
generating new content to share with the retail audience. Instead, it’s about tailoring the same content used for your institutional base and making it more user-friendly. Yes, some retail shareholders are former portfolio managers with exceptional financial acumen, but the majority are everyday people purchasing stock in a company because they like its product or mission. Goldstein believes “it is all about delivering the right message,
at the right time, on the right platform and meeting the shareholder in their world. It might mean sending a text message to remind them about an upcoming investor day; it could mean a full email with a summary; it could mean a video on TikTok; but it’s really about understanding who you are trying to reach and making sure there is a level of personalization there so that an emotional con- nection can form between the IRO and that potential shareholder.” Tere’s really no limit on the types of unique offerings you can provide, and Goldstein ultimately believes that one day investor days could actually be like music festivals bringing the same level of “entertainment, community, visibility and reshares.” While not everyone may be on the investor music festival bandwagon just yet, many do share Goldstein’s sentiment of cre-
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