Philip Morris International : Presenting an investment case via video

The US tobacco company highlights reasons to invest via a mini-documentary in the Investor Relations section.


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The feature

The Investor Relations landing page of Philip Morris International’s corporate website has a video panel with the headline ‘Why invest in PMI?’
 
Clicking the panel plays a three-minute video presented by Nicholas Rolli, the company’s vice-president, investor relations. 
 
The video, Rolli says, is designed to explain why the company believes it is a ‘compelling investment’.
 
It has a documentary-style structure and includes footage from the firm’s factories and laboratories, as well as scenes in which Rolli presents to camera while he walks around PMI’s offices. 
 
Bullet points are overlayed on the screen outlining key strengths of the company from an investment perspective (see screenshot).
 
One scene features Rolli interviewing a PMI stock trader at the New York Stock Exchange.

The takeaway

‘Why invest?’ sub-sections are increasingly common in investor relations sections of corporate websites – and serve the important purpose of introducing the company to potential investors, and analysts researching the firm for the first time. 
 
However, most ‘Why invest?’ sub-sections employ static text and images – occasionally supplemented by animated charts and other visual elements – rather than video to tell the firm’s investment story.
 
Though PMI’s video does not necessarily convey more detailed information than other formats – and was likely expensive to produce – many visitors are likely to find it a more engaging and digestible introduction to the company as an investment proposition, before they dig further into the IR section for further facts and figures.
 
Moreover, the fact that the video is presented by the company’s vice-president, investor relations conveys an impression of openness, transparency and a commitment to go above and beyond the essentials when it comes to communications with fund managers, analysts and individual shareholders. 
 
For these reasons, PMI is likely to find this unusual additional investment in investor communications worthwhile. 
 
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For more insights on all aspects of corporate digital communications from the experts who advise 25 of the world's 200 largest companies, download the Index of Online Excellence and subscribe to our weekly newsletter
https://www.pmi.com/investor-relations/overview
First published 29 June, 2020
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