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Strategy<br />
IPAs review of the risks and<br />
opportunities for their marketing,<br />
increasingly focus on knowledge<br />
of their clients (i.e the prospective<br />
and already established investor).<br />
When asked which aspects make<br />
the core of their strategy, most<br />
IPAs pointed to testimonials from<br />
a satisfied client as the dominant<br />
form, followed by an understanding<br />
of the competitive environment<br />
(as exemplified in almost equal<br />
use made of national statistics<br />
and rankings & league tables).<br />
Understanding of investors’ needs<br />
is important.<br />
However, IPAs expect that in the<br />
next three years, this strategy will<br />
move towards enhancement of<br />
social media, and brand awareness.<br />
Responding to the increasingly<br />
competitive environment is expected<br />
to be more important. Perhaps this<br />
reflects the uncertainty of the global<br />
economic situation.<br />
<strong>WAIPA</strong> <strong>Report</strong> of Activities <strong>2011</strong>-2012<br />
51
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