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Citrin08
The document discusses marketing strategies for accounting firms, including how to create a brand, position themselves in the market, and change negative perceptions. It provides examples of branding tools like surveys, websites, blogs, and brochures that firms can use. It also discusses developing a marketing plan with strategies, tactics, and following rules of positioning to focus on one clear message that differentiates the firm. Case studies are presented on how Alfred Nobel changed the perception of dynamite through establishing the Nobel Prizes after being criticized for his invention.
Citrin08
- 1. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing
- 2. What is promotion? •Keeping the product or service in the minds of the customer and helping stimulate demand for it.
- 4. . If people cometo the circus, you show them the attractions, explain how much fun they'll have, answer their questions and then they spend money, that’s SALES
- 5. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing Marketing for Accounting Firms
- 6. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing Product vs. Service Marketing
- 7. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing “Products are consumed: services are experienced.” -David Maister
- 8. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing “Memories of poor service last longer than memories of good service.”
- 9. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing How do you create a brand for an accounting firm?
- 10. If Citrin Cooperman wasa car, what kind of car would it be and why?
- 11. What partners said •“Powerful, luxurious” • “Not afraid to go off-road” • “Dependable” • “Reliable” • “Do whatever it takes” • “Affordable luxury” • “You’re going to pay a fair amount of money, but you’re going to get good quality.” • “Stable, big – can handle accidents”
- 12. What car cameup most often?
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- 14. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing How we communicate that brand to the world
- 15. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing Creating a Marketing Plan
- 16. Strategies • SWOT analysis •Improving client service • Niche focus • Positioning • Differentiation • Strengthen the internal marketing culture
- 17. Tactics • Direct Mail •Surveys • Advertising • Client Surveys • Networking • Seminars • Testimonials • Public Relations • Employee Incentive Program
- 18. 4 Rules ofPositioning • Position yourself in your prospect’s mind. • Your position should be one, clear message. • It must set you apart from your competitors • You cannot be all things to all people – focus. Al Ries & Jack Trout, “Positioning”
- 19. What are someof the tools we are using to position ourselves?
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- 24. Citrin Cooperman (circa2007) What we said: “Integrity, Service, Solutions”
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- 26. We don’t reallycare about you.
- 27. What Do WeSay Now?
- 28. • We don’tpromise you the moon. But we do guarantee to: • 1) pay close attention, • 2) learn your business and industry thoroughly, • 3) put you on the right track. What that means to you is that we’ll listen intently, ask good questions, and develop a strategy that is right for your business. And we’ll draw upon 25 years of experience helping entrepreneurs like you succeed. Which means your business will run more smoothly … and profitably.
- 29. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing Can Marketing Change Perceptions?
- 30. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing Case Study: Alfred Nobel
- 31. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing What is he best known for?
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- 33. Apparel / Textile AutoDealerships Business Valuations Corporate Governance Dental Entertainment Estate / Financial Planning Food Services Franchising Funeral Homes International Law Firms Litigation Support Manufacturing / Distribution Medical Practices Non - Profit Real Estate Restaurants Retail / Wholesale Staffing How did he make his fortune?
- 34. He invented dynamite. Heinvented dynamite.
- 35. New York 529 FifthAvenue New York, NY. 10017 212.697.0000 Westchester 709 Westchester Avenue White Plains, NY. 10604 914.949.9999 New Jersey 530 Morris Avenue Springfield, NJ. 07081 973.218.9999 Trace Segarra Director of Marketing Phone: 212.697.1000 Email: tracesegarra@critincooperman.com Citrin Cooperman & Company, LLP New York Office