Marketing Matters Chartergroup Part One

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Part one of a four part series on developing a marketing plan for your accountancy practice. …

Part one of a four part series on developing a marketing plan for your accountancy practice.

Marketing matters presentation to Chartergroup

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  • 1. Marketing Matters Presentation for Chartergroup 10 March 2011 Presented by: Claire Griffiths Lighthouse Marketing & Communications Ltd© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 2. Presented by Claire Griffiths Director Lighthouse Marketing Ltd • Over 15 years B2B marketing experience • Professional services/finance sector expertise • Offer strategy, planning, implementation • Communications, PR, event management • Traditional and digital/social media marketing • Training for you and your team© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 3. Marketing matters • Four part series. • Builds to offer practical advice to develop your marketing programmes. • Interactive sessions. • Homework required.© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 4. Part One • Session today will cover: – Marketing role overview – Defining your firm’s position – Understanding your current situation – Competitive knowledge – Knowing your customers© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 5. To follow • Part Two – 15 June – Marketing planning and budgeting – Which tools to use when • Part Three - 14 September – Digital and social media • Part Four - 7 December – Evaluation and control – Role of your team in marketing – TBC topics (evolution)© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 6. Marketing’s role© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 7. Why start marketing? • Understand, develop and retain existing Know clients • Identify and convert new clients Keep Attract • Develop new services/markets to meet client needs Customer • Build a brand identity and stand out in a competitive marketplace Develop Win • Focus your team on customer needs • Develop customer focused systems to enhance the customer experience • Understand the market you operate in • Keep ahead of your competition© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 8. Where are you now? • Services • Current services offered • Add any new services planned • ACTION: Complete service mix handout • HOMEWORK: define profitable service lines© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 9. Where are you now? • Customers • Aim to segment customers • Build a typical customer profile/sector • Understand needs/purchasing/advocacy • Grade clients : Top 20 etc • ACTION: Complete column 2 handout • HOMEWORK: complete all columns and consider grading of clients© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 10. Where are you now? • Competitors • Understand your competitors • Pricing/client base/specialisms • Method for continual intelligence • ACTION: agree chosen competitors • HOMEWORK: research and gather continual intelligence© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 11. PEST factors • Political • Socio-cultural • Economic • Technological • ACTION: Discuss PEST factors and agree conclusions© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 12. The SWOT or TOWS factors • Analyse your strengths, weaknesses, opportunities and threats • ACTION: Very individual to each firm, should be part of your business planning process. • HOMEWORK: develop SWOT and agree TOWS© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 13. Results : Marketing Plan Be able to: • Create mission statement and share with team • Agree and share vision and strategy • Understand your current & future positioning • Know your customers and targets • Develop key strategies© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 14. Basic marketing tools • Time & commitment • Website with CMS • Database • Email facility • Marketing literature • Wish list – Blog – Social Media accounts© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 15. Part Two – 15 June 2011 • Marketing Planning • Developing key messages • Marketing tools to use • What to use and when© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 16. Any questions?© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143
  • 17. How can I help your firm? Contact me on: m: 07845 185143 e: claire@lighthouse-marketing.net t: @ClaireGLighthse l: http://uk.linkedin.com/in/clairegriffithslighthouse Fixed hourly, daily, project rates so no surprises!© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143