Firms with professional marketers and consultants, and those without as well, have gotten pretty savvy about how to use a range of marketing techniques to distinguish themselves. Everyone has a web site – although not all are equal - and most have figured out that building a strong brand and having a well-recognized name is a key advantage. Most firms of all sizes are using print materials, e-mail alerts, direct mail, newsletters, and the like to develop a presence.
If the playing field is level – then what’s left? If you have not explored partnering with key (noncompeting) influencers in your market to host seminars, roundtables or other networking and educational programs, it is an idea worth considering.
The cost of these small, targeted programs is usually low –in terms of dollars as well as time - but the return can be high. Clients who attend are reminded of how knowledgeable you are, and prospects who attend have the chance to see the value you can add. The successful programs stay very focused on areas of critical relevance to a specific audience. This increases the chances that your firm will meet quality business owners in the sector where you have a strong name and depth of capabilities.
You can go it alone, but by combining with others, you increase the breadth of the program, demonstrate your resourcefulness and draw on a larger database.
Sally Glick, CMO, Principal, Marketer of the Year in 2003 and AAM Hall of Famer in 2007, will lead a lively discussion of the constantly expanding roles of marketing and the professional marketers that drive this initiative in accounting firms of all sizes.