Marketing Conference To Address Multiple Levels of Experience

The Association for Accounting Marketing (AAM) has announced plans for its 12th Annual Conference - AAM Marketing Summit 2001: Your Passport to Growth, will be held June 20 - 22, 2001 in Toronto, Canada. This event is the industry’s premier conference for accounting marketing and business development professionals in North America. In addition to marketing professionals, partners seeking to start or improve their firm’s marketing and business development programs are encouraged to attend.

The theme for this year’s event reflects the organization’s mission: to continually provide participants with critical skills and proven techniques to help improve performance – both of the individual marketing and sales professional and the performance of their firm’s marketing and business development programs. The conference sessions will focus on education and professional skills development to help participants continue to thrive in today’s competitive and rapidly changing environment.

This year’s conference will have a strong emphasis on educational content. AAM Marketing Summit 2001: Your Passport to Growth has been organized to address the particular needs of accounting marketing professionals from those just getting started in the profession to seasoned veterans. In order to meet these differing levels of needs, the conference will offer participants three different tracks: Advanced, Intermediate and Bootcamp. The conference will offer participants fourteen breakout sessions in the different tracks including "Sharpening Your Executive Coaching Skills," "Business Development Activities that Get Results," "Creating a Sales Driven Marketing Culture," "Harnessing Client Relationship Management for Marketing and Client Development," and much more.

General sessions will bring the group together each day. Renowned industry marketing and change consultant and author, Ira Blumenthal, will jump start the conference with an opening session entitled "Change is Inevitable – Growth is Optional." Leading behavioral science consultant and author, Annette Simmons, will bring some hard-hitting strategies to the group at the start of day two in her session "Ending Turf Wars," and acclaimed marketing and communications consultant, Helen Wilkie, will bring it all together in a closing session "Now Go DO It."

Prior to the conference, participants will have a rare opportunity to spend the morning with two dynamic industry consultants who will deliver strategies designed to positively impact the effectiveness of their firms' marketing programs. AAM Marketing Summit 2001: Your Passport to Growth is pleased to offer two hard-hitting pre-conference sessions, "Making a Difference as a Marketing Director" and "Making the Shift from Hourly Billing to Value Pricing" on Wednesday, June 20 from 8:00 to noon.

In "Making a Difference as a Marketing Director," nationally acclaimed CPA consultant, Troy Waugh, will offer a session designed specifically for marketing professionals and firms just getting started. Participants will get a jump start on their careers by learning proven tools and techniques to help set realistic goals, understand a firm’s mission and culture, gain insight into the firm’s client base and how to understand their needs, develop job descriptions, build infrastructure, and implement programs that will meet a firm’s specific needs. Participants will also have a rare opportunity to explore strategies and programs that really work with Mr. Waugh and a panel of seasoned marketing directors who will explore keys to success in the early years. Marketing professionals are also encouraged to bring their managing partners to this session.

In a new twist on pricing, one of the Four P's of Marketing, Ron Baker, renowned industry consultant and author of numerous books including The Professional’s Guide to Value Pricing 2000 and The Shift From Hourly Billing to Value Pricing, will offer an advanced pre-conference session, "Making the Shift from Hourly Billing to Value Pricing." In this how-to session, Mr. Baker will provide participants with innovative and proven tools and techniques to help build a firm's profitability. Mr. Baker will address insights into this new theory of billing that can substantially impact CPA firms’ bottom lines. Any professional interested in maximizing the firm’s profits while improving customer loyalty and retention can benefit from this special pre-conference session.

In addition, the conference will offer participants several new and improved events for networking with peers, opportunities to learn the latest industry developments and some insight into what industry leaders are doing to produce results. "A Taste of Toronto" dinner cruise on the Jubilee Queen in Lake Ontario will show off Toronto’s skyline at night and will provide participants with an opportunity to network with their peers. The AAM Marketing Achievement Awards Gala will recognize marketing professionals for their outstanding contributions in the accounting marketing field. This year’s expanded expo will give participants the opportunity to see the latest products and services available to help build world-class marketing and business development programs.

Headquartered in Kansas City, Missouri, AAM is the leading trade and education organization for individuals in the marketing and business development field for accounting firms throughout the world. Since 1989, AAM has provided members with the information, resources and marketing intelligence needed to excel and grow in their careers. AAM membership includes accounting firms of all sizes from one partner firms to Big 5 accounting firms.

For more information about AAM Marketing Summit 2001: Your Passport to Growth, contact the AAM 2001 Conference Chairs Tracy Crevar at (336)889-5156 or Mike Ganucheau at (504)831-4949, or visit the organization’s website at www.accountingmarketing.org. To obtain registration information and a conference brochure or to learn more about the Association for Accounting Marketing, e-mail your request to lisa@accountingmarketing.org.


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