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Competing with Large Caps for Attention in a Continuing COVID 19 World

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Competing with Large-Caps for Attention in a Continuing COVID-19 World

Ever been driving down the highway at a respectable 10 MPH over the posted speed limit only to have a car (maybe a Tesla) zip right by you? You suddenly find yourself processing a mix of emotions: anger, frustration…even a little bit of envy.

We get the sense that is the way many small-caps are feeling in 2020.

The immediate impact of COVID-19 on global equities was a reactionary flood of capital into large-cap technology names – an investing safe space to ride out the uncertainty created by the pandemic. A recent Barron’s article1 noted that Alphabet (GOOGL), Amazon.com (AMZN), Apple (AAPL), Facebook (FB), and Microsoft (MSFT) have a combined valuation of roughly three times the market cap of the entire Russell 2000® Index.

A common question is “what is considered small-cap these days?” The widely accepted representation of small-caps in the market is the aforementioned Russell 2000® Index, which was created in 1984 and is utilized as a benchmark for asset managers, ETFs, and investment banks. The range of market capitalization as of the most recent reconstitution for this index was approximately $95 million to $1.7 billion.

In contrast, the S&P 500 measures the stock performance of 500 large companies listed on stock exchanges in the United States, and is one of the most commonly followed equity indices.

The Gap is Widening

Historically, the returns from the Russell 2000® and the S&P have maintained a relatively close correlation.

From the creation of the Russell in 1984 until 2015, the Russell 2000® generated an annualized return of 8.1%, compared to 8.4% for the S&P. Over that period the total return for both indices was well over 1000%. Not too shabby!

However, over the last five years there has been a notable disparity between the performance of the two indices, and even the most skilled market analysts have struggled to attribute a particular reason. From 2015 through 2019, the Russell 2000® had a 6.7% annualized return, while the S&P generated a 9.4% annualized return.

COVID-19 appears to have further widened this gap as the spread between the performance of large-caps and small-caps has never been greater. In 2020, the S&P has largely recovered from the impact of the pandemic, rising 4.6% as of the writing of this article. Conversely, the Russell 2000® and small-caps in general have declined nearly 7% for the year.

There has been a decided shift toward size amidst the uncertainty, and the pandemic may have accelerated the adoption of a new economy defined by contactless commerce, a greater dependency on remote access, and more at-home entertainment options; these emerging societal norms are manifest in large-cap technology stocks. The proliferation of ETFs has also influenced market dynamics by absorbing a larger percentage of the investing public’s dollars and mindshare. These ETFs, like mutual funds, have helped portion and package large securities into easily investable buckets that deliver varying rates of return. In addition, the significant growth rate of a handful of large-cap technology stocks (such as those mentioned above) certainly has had a disproportionate effect.

So What Can Small-Caps Do?

The obvious but painful answer: there is no quick and easy single solution to narrow the gap in equity valuation. This is especially true at a time when we are faced with a multi-faceted investment universe against a backdrop of global uncertainty.

One thing of which we are certain, however: those that offer “guaranteed” solutions to increase market capitalization should remain on the periphery of our industry, where they can do the least amount of damage. Instead, companies should focus on these core tenets and activities that seem particularly applicable in an environment where small-caps are struggling to gain traction.

Use Analysis and Data to Your Advantage
In communications, nothing beats fundamental analysis in delivering a clear and concise message to an audience. There are numerous options for providing data via charts, tables, and visual aids that can help validate a company’s investment thesis. For example, rather than comparing the performance of your company’s stock to a broader market index, research how it stacks up against a smaller, but more relevant, basket of industry peers.

Support Your Supporters
In college, this author took a job as a telemarketer. Each of us were given a list of 500 random phone numbers to sell the Lincoln Journal-Star, the largest newspaper in Lincoln, Nebraska. Not surprisingly, it was challenging work. One day, the manager handed me a list of people who were previously subscribers, but whose subscriptions had lapsed. Upon reaching out, I learned that in many cases, those individuals were happy to renew, but they had either forgotten, or requested a lower price. Either way, it was significantly easier speaking to those individuals as compared to random parties. This analogy seems appropriate in the current climate in terms of trying to engage with a new investing audience. Shareholders that currently own, or previously owned the Company’s stock, did so for a reason. They are the easiest targets for investor outreach because they have already subscribed to your newspaper!

Use Media in All Forms – it’s there and they need you!
The gold standard for small-cap media used to be an interview on a large financial news network, such as CNBC. Or perhaps an article highlighting a new corporate initiative in The Wall Street Journal. These are still very viable and worthwhile outlets to reach a large audience of potential investors.

Another avenue to consider is investment (growth and value) oriented newsletters and online media outlets, which have exploded in numbers and bandwidth. As these platforms have proliferated, the ever-increasing need for content beyond Elon Musk’s latest tweet or Facebook’s newest acquisition creates a valuable, daily opportunity for small-cap stocks to reach a broad audience hungry for new and unique stories. IR pros can help their clients create and foster these media relationships by identifying the appropriate media outlets, understanding their needs and respecting the mission.

Does Slow and Steady Win the Race?

The lingering uncertainty of COVID-19 has widened the performance gap between small- and large-caps securities, challenged traditional valuation metrics, and caused us to re-think the veracity of the efficient marketplace.

The onus is on smaller securities to be proactive and transparent in their dealings with the investment community. ‘Slow and steady wins the race’ will only work if slow doesn’t mean stagnant, and steady represents consistency – not complacency – in communications and engagement.

The 65 MPH middle lane crowd may have their day yet again.

If you have any questions or want to learn more about The Equity Group’s approach to investor communications and engagement, reach out to me anytime.