Our customers include many of the world’s largest banks, broker-dealers,
investment banks, trading firms, hedge funds, governments, corporations, property
owners, real estate developers and investment firms. We have offices in dozens
of major markets, including New York and London, as well as Atlanta, Beijing,
Boston, Charlotte, Chicago, Copenhagen, Dallas, Denver, Dubai, Hong Kong, Houston,
Istanbul, Johannesburg, Los Angeles, Mexico City, Miami, Moscow, Nyon, Paris,
Philadelphia, Rio de Janeiro, San Francisco, Santa Clara, São Paulo,
Seoul, Shanghai, Singapore, Sydney, Tokyo, Toronto, Washington, D.C. and Zurich,
as well as over 50 other offices.
Financial Services
In our Financial Services segment, our brokers and salespeople are the primary
marketing and sales resources to our customers. Thus, our sales and marketing
program is aimed at enhancing the ability of our brokers to cross-sell effectively
in addition to informing our customers about our product and service offerings.
We also employ product teams and business development professionals. We leverage
our customer relationships through a variety of direct marketing and sales initiatives
and build and enhance our brand image through marketing and communications campaigns
targeted at a diverse audience, including traders, potential partners and the
investor and media communities. We may also market to our existing and prospective
customers through a variety of co-marketing/co-branding initiatives with our
partners.
Our brokerage product team is composed of product managers who are each responsible
for a specific part of our brokerage business. The product managers seek to
ensure that our brokers, across all regions, have access to technical expertise,
support and multiple execution methods in order to grow and market their business.
This approach of combining marketing with our product and service strategy has
enabled us to turn innovative ideas into both deliverable fully electronic and
hybrid solutions, such as BGC Trader, our multi-asset hybrid offering to our
customers for voice and electronic execution.
Our team of business development professionals is responsible for growing our
global footprint through raising awareness of our products and services. The
business development team markets our products and services to new and existing
customers. As part of this process, they analyze existing levels of business
with these entities in order to identify potential areas of growth and also
to cross-sell our multiple offerings.
Our market data, software solutions, and post-trade products and services are
promoted to our existing and prospective customers through a combination of
sales, marketing and co-marketing campaigns.
Real Estate Services
Sales and marketing efforts for our Real Estate Services business occur on several
interrelated levels. Our Real Estate Services marketing team seeks to develop
the NGKF brand and to highlight its expansive platform while reinforcing NGKF’s
position as a leading commercial real estate services firm in the U.S. This
is accomplished through media relations, industry sponsorships, and sales collateral
and targeted advertising in trade and business publications. We believe that
an emphasis on our Real Estate Services businesses’ unique capabilities
and specialty groups, such as Capital Markets, Office, Retail, Industrial, Healthcare,
Hospitality and Global Corporate Services, enables us to demonstrate our strengths
and differentiate ourselves from our competitors. These multi-market business
groups provide customized collateral, website and technology solutions that
address specific client needs. On a local level, NGKF offices (including those
owned by us and independently-owned offices) have access to tools and templates
that arm NGKF sales professionals with the market knowledge we believe is necessary
to educate and advise clients, and also to bring properties to market quickly
and effectively. This includes proprietary research and analyses, web-based
marketing systems, and ongoing communications and training about the firm’s
depth and breadth of services. Our Real Estate Services business provides marketing
services and materials to certain independently owned offices as part of their
overall agreement allowing them to use NGKF’s branding. We also benefit
from shared referrals and materials from local offices.
