In a previous post, I noted that if you're doing what you've always been doing, in this economy you're likely to get less of what you've always gotten. Sally Glick, CMO and Principal of Sobel & Company, notes much the same in her recent post on AccountingWeb.com entitled "What's Working."
She makes the salient point that most firms have the basics covered - web sites, print materials, e-mail newsletters, and the like. If that's the case, then what can you do to differentiate your firm as well as communicate directly with your target market?
Her suggestion is "partnering with key (noncompeting) influencers in your market to host seminars, roundtables or other networking and educational programs." She notes that the cost is low yet the return can be high. According to Sally, "Clients who attend are reminded of how knowledgeable you are, and prospects who attend have the chance to see the value you can add. The successful programs stay very focused on areas of critical relevance to a specific audience. This increases the chances that your firm will meet quality business owners in the sector where you have a strong name and depth of capabilities."
It is an idea worth exploring. Read Sally's post here.
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