Ramin Nakisa on the death of the Alpha Cult: active versus passive investments – MAF146

This week on the show my guest is Ramin Nakisa.

We chat about active versus passive investment strategies and the death of what Ramin describes as “The Alpha Cult”.

Welcome to episode 146 of the Marketing and Finance Podcast.

Ramin Nakisa on the death of the Alpha Cult: active versus passive investments - MAF146

What you’ll hear about in this episode

  • Why the belief active investments can consistently out-perform markets is known as “The Alpha Cult”
  • The difference between Alpha and Beta – active and passive
  • How the US is ahead of the UK in its attitude to these approaches
  • The role of the independent financial adviser as a teacher and financial coach
  • The investment philosophies of Jack Bogle and The Vanguard Group

Who is Ramin Nakisa?

Ramin is co-founder of Pension Craft Ltd. He specialises in investment research and strategy with a focus on producing actionable, global cross-asset allocation ideas to maximise return while managing risk. He focuses on an analytical and fundamental approach to investment.

Ramin has outstanding cross-asset knowledge, excellent presentation skills and a proven ability to present complex ideas in a simple way, exceptional writing skills honed through writing a weekly research publication and a finance book, the ability to transform a macro view into a position or trades, strong numerical analysis skills and the ability to implement those ideas in R, Excel or C++

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Come and try the last and final call marketing technique

Here’s a marketing tip inspired by one of the silly things they say at airports.

You’ve heard the gate agent say, “This is the last and final call.”

Well if it’s the last call, it’s also the final call. There’s no need to say both. It always makes me giggle when I hear this.

However, when they say this, the gate agents are iadvertently tapping into a tried and trusted marketing technique called, “Problem. Agitate. Solution.”

Join me in this video to explore this great marketing technique you can use in your copy, content and adverts.

Now it’s your turn:

The idea for this video came to me as I sat at Paris Charles de Gaulle airport waiting on a flight to Montenegro. Have you any marketing tips inspired by the strange and funny things people say?

If you enjoyed this episode of Marketing and Finance TV – The Last and Final Call Marketing Technique – please share it with your friends and colleagues. You can use the social media share buttons just below.

Click here to listen to the audio podcast.

The Last and Final Call Marketing Technique

More shops won’t make airport customer experience better

When you’re stood in a line for security at a UK airport, with hundreds of people ahead of you in the queue, what would improve your customer experience?

If you’re looking for somewhere to sit before your flight, but can’t find any seats what would make things better for you?

A few months ago I wrote an article about the shocking state of UK airports. About endless queues. Layouts designed not to speed you to the gates, but to make you walk in long, winding, convoluted route marches through shops and restaurants.

 airport customer experience

My article turned out to be one of most popular articles on this blog. My rant resonated with travellers.

Airports or shopping malls?

UK airports are not airports.

They are vast, badly designed shopping centres with a few gates welded into the corners for planes to park at.

At Edinburgh airport you’ll find it difficult to see any aircraft until you’re at the bottom of the steps for boarding. Windows are a luxury the owners of the airport can’t afford to give their passengers. Windows take up too much valuable retail space.

Like most UK airports, they’re expanding the terminal all the time. Last week, after my forced hike through the mall at 6:30am, I came across a hoarding concealing yet more expansion work.

The sign read as follows, “We’re upgrading your journey with more shops, gates, seats and destinations.”

Take a moment to read that statement again.

When upgrading our journey, for that read, our customer experience, the priority for the airport is…

Shops.

More shops.

Sure they mention more gates, seats and destinations.

But the first upgrade they mention is more shops.

How to upgrade airport customer experience

Here encapsulated in one advert is the reason travelling through UK airports is such a miserable experience. Despite their protestations to be improving, these changes aren’t about a better customer experience. It’s all about cramming more retail outlets in so they can fleece passengers of more of their cash before they fly.

Wouldn’t you like to see quicker and more efficient security lines?

What about more comfortable seats with a view over the runway rather than a few rock hard benches crushed into a dingy corner?

Don’t get me wrong. I know people like to do some shopping and have a meal before their flight. But UK airports have lost a sense of balance between the customer experience of getting on a plane and flying off on business or pleasure, and the forced retail overload many of us endure many times a week.

So Edinburgh airport please reassess your priorities.

By all means build more shops.

But they should come last behind more efficient queuing.

More seating and most important, more comfortable seating.

More gates with seats and space.

And please. As this is an airport. Can you give us an opportunity to see the odd aircraft through a window at some point?

Now it’s your turn:

What do you think would improve the UK airport experience? More shops? More seats? More gates. Please leave a comment below and share on social media.