A recent study by Fortune Magazine reports that in today’s market, companies can no longer effectively differentiate their products or services from their competitors’ offerings. This philosophy is as true in the accounting profession as it is in corporate America. As your firm seeks new ways to build a distinctive brand, Fortune suggests that you distinguish the firm instead – in other words, promote yourself instead of touting the services you offer. One way to highlight your firm’s real value is by being involved in the community. Fortune recommends that “nice guys no longer finish last.” In fact, their conclusion is that the businesses - like your firm - that are philanthropic, concerned, and committed will be the ones that consistently attract more clients. This approach can be applied to your firm, helping improve client retention as well as new business development.
As you consider your 2010 marketing budget and begin to make plans for your new marketing initiatives, think about the community you live in and find ways to make a significant impact. Your sincere approach to being more responsible may be your best marketing tactic!