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Pay Attention to Marketing Needs


From the MACPA's "Leader's Edge"

If you are like others in the professional services industry , youlikely are more attentive to your client's needs and, overall, yourbillable hours, than you are to making sure you are out in front ofcompeting firms and economic downturns.

'Things have a way of working themselves out,' you might tellyourself,' or, 'I'm too busy to worry about what the accounting firmacross the street is doing to attract and retain clients.'

Indeed, in particular when things are going well, it is incredibly easyto maintain the status quo or stick your head in the sand and carry on.In today's ultra-competitive marketplace, however, this is a prettygood recipe for future disaster.

Making matters even more tenuous are corporate accounting scandals thathave seen former heavyweights such as Andersen Consulting renderedobsolete, leaving in its wake an ocean of general consumer distrust forthe industry and its practitioners. Today, more than ever, an effectivecommunications plan can help to lessen overall negative perceptionwhile generating positive, 'top of mind' awareness over your accountingpeers.

Developing a Marketing Strategy
A good place to start in developing a firm or your own marketing planis to first of all take a 'general accounting' or 'audit' of yourpractice. Start by identifying your particular niche or specialty area.Is it defined or vague? Work to define what it is you do best andwhether that fits with future plans, aspirations and, importantlyopportunities for future growth.From there, you want to examine past marketing programsyou might have embarked on or been involved with. What worked? Whatdidn't? Why? What would you like to do that you don't have the time orexpertise to try? This is often where an accountant might consult witha communications professional; someone who can bring a perspective andnew ideas to the table as well as implement them, allowing you toconcentrate on your day-to-day work.

Ultimately, in this strategy development phase, you want to identifyparticular groups you want your marketing plan to target. If youtypically are referred business by attorneys, for example, you morethan likely will place the legal community high on your list. On theother hand, if you are routinely approached by a business owner orcorporate CFO, you'll want that group in the middle of your radarscreen. Along those same lines, if there are certain industries orindividuals you would like to reach but have not been able to, they areadded to those you will approach via targeted marketing initiatives.


If I Had a Hammer
In the world of public relations we often talk about possessing acommunications 'tool box'-literally, tools we utilize to communicatewith particular audiences. These are many and varied and can include:

Direct Mail : Never underestimate the power of the 44-centstamp. Be sure to announce new firm members, awards or new designationsand articles you might have written.

Direct Email : The speed and ease of use of the Internet cankeep you directly in touch-efficiently and unobtrusively-with clientsand referral sources; providing an ideal avenue for sharing firm news.

Media Relations : This category is multi-faceted and can becomplicated to navigate. At the very least, however, you should beannouncing firm news (as mentioned above) where appropriate, via pressreleases. Remember that such releases should contain tangible newswithout being too 'commercial' in content or tone.

No matter the avenue or tool, you will want the 'news' and communiquésto 'hammer home' positive, key messages about you and your firm.


Don't Shoot The Messenger
Most companies strive to portray a certain 'corporate brand '-a way ofdoing business or particular traits or 'know how' they want to beassociated with. It is along the same lines as a corporate culturealbeit an external rather than internal dynamic.


Once this 'brand' is determined it is vital that it be communicatedconsistently and from all angles-collateral materials, brochure,website, advertisements and the like.


In a current business realm where the accounting industry is stillsmarting from the Enron and Worldcom scandals, it is imperative that,beyond industry knowledge and expertise, your brand message stresses honesty, integrity, accountability. That also has to go for the clients you work with as the term, guilty by association remains altogether too close to home.

To that end, Media Training -conducted by former media professionalstrained in handling a range of crisis communications scenarios-canoffer you and your clients additional tools by which to more adeptlyhandle adversity.


As the industry continues its rebound from the depths of publicperception, a well-thought out marketing and communications strategycan serve to, put most simply: increase 'credits' related to yourpractice, while, at the same time, sharply decreasing any 'debits' thatmay still linger.

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