1. Bigger Marketing Ideas for Smaller Firms
What You Can Accomplish!

2. Agenda
Clarify the benefits local firms can gain from embracing a marketing approach
Focus on how firms of all sizes can have a marketing strategy as part of a growth plan
Discuss various tactics that can be implemented without an in-house marketer

3. Benefits of a Marketing Approach
Firms that build a marketing culture are more effective at:
Attracting and retaining quality clients
Attracting and retaining quality employees

4. Why Establish a Marketing Process
By creating a climate that promotes disciplined marketing, you will –
Build name recognition
Gain a sustainable competitive edge
Develop loyal employees and more satisfied clients
Be more successful and profitable
Have more fun

5. Building a Marketing Culture
Get sincere buy-in from the top down
Agree to invest time and money
Establish realistic goals and objectives
Perform a situational analysis
Write a marketing plan
Design a process for implementation
Create a tracking/monitoring mechanism

6. Marketing Strategy Know what the clients’ need and value
Be prepared to deliver solutions to their problems
Have communication tools in place to enhance your reputation in your market
Be committed to developing relationships

7. Components of a Marketing Plan
Conduct a competitive analysis
Define your “Unique Selling Proposition” (USP)
Select branding techniques - logo or tagline
Define your target market and your competitors
List all strategic allies and referral sources
Define your expertise and services
Select tools for your marketing tool box
Create a process for tracking results

8. Conduct a Situational Analysis
List all pertinent information to create an accurate picture of the firm today and expectations for tomorrow -
Strengths
Weaknesses
Opportunities
Threats

9. Have a Brand of Your Own Know what is unique about the firm
Size; services; culture; location
Consider your niche expertise
Create a logo or tagline
Be consistent in use of color, font, etc.
Use your brand to build recognition

10. Use a Marketing Tool Box
Newsletters
Web site
Brochures
Direct mail
Power Point presentations
Press Releases
Proposal templates
Targeted materials (on estate planning, year-end tax planning, etc.)
Business cards and letterhead

11. Know Where Leads Come From
Clients
Other CPAs
Attorneys
Bankers
Consultants
Insurance providers
Family and friends
Business associates/members of organizations

12. Focus on Relationships
Adding value helps build relationships and a strong reputation for your firm:
Be interested
Make introductions – be a resource for clients and referral sources
Offer niche industry information (First Research, etc.)
Nominate clients for local awards
Send notes of congratulation
Host informational programs

13. Build a Leadership Role
Increase name recognition and “famous stature” by using a range of tactics:
Join a local trade association or business organization; participate on committees
Volunteer to present on relevant topics
Co-host a seminar
Conduct a survey
Write articles
Network within the community or with a niche

14. Leverage the Press
Being quoted adds credibility and establishes you as an expert:
Introduce yourself to local journalists
Pitch stories to keep them informed
Be quick to respond – be a resource
Write articles for local publications
Send press releases with news

15. Don’t Forget the Tracking Process
Monitor and measure ROI for the following:
Practice development hours (amount of time; quality of time)
Number of leads in and out
Proposals won and lost
Time and dollars spent on clients and COIs
Time and dollars spent on employees and recruiting
Web activity

16. Conclusion Small firms can have a structured marketing culture
There are a wide variety of relevant and cost effective marketing tactics for small firms
Small firms can distinguish themselves through consistent use of marketing and branding communications tools