Getting Bang for Your Budget
Jean Caragher, president of Chesapeake-Va.-based Capstone Marketing and speaker at the Accounting Firm Marketing Forum in New York, offers several tips for maximizing return on your firm’s marketing budget. Pointing out that most firms, including those in the Top 100, designate only one to three percent of their annual net revenue toward marketing, a figure … Continue reading
Continuing the Legacy: Cotton + Allen
By Stuart Kahan Download the PDF The legacy of Cotton + Allen began in 1921 when William Cotton passed the CPA exam and began a practice in public accounting. In fact, he was one of the first CPAs in the Commonwealth of Kentucky. The firm was first called William Cotton, CPA and later changed to … Continue reading
Perspectives on Strategy & Marketing
Few would argue that strategy in CPA firms can be a somewhat elusive concept. MarkeTrends asked four experienced CPA firm advisors for tips on getting to grips with strategy and its connection to marketing. Here’s what they had to say: Download the PDF Strategy & Marketing: The Vision Thing By Jean Marie Caragher, Capstone Marketing … Continue reading
Planning and Follow Up are Key Elements of Successful Retreats
by Jean Marie Caragher Download the PDF Many CPA firms conduct annual partner retreats—not because they want time out of the office, but because they can see measurable results from investing the time. A retreat is not a vacation. It is an opportunity to gather those people responsible for charting the course of your firm’s … Continue reading
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Referral Networks: Building Relationships is a Long Process, but Not as Tough as it Sounds
CPA Practice Management Forum – August 2006 Download the PDF Successful relationships with referral sources are built the same way successful personal relationships are built: slowly. It takes consistent, personal contact over a long period of time. Think years and decades, not months. When getting started, there is no room for shyness, and little reason … Continue reading
Building Your CPA Firm’s Brand
By Jean Marie Caragher Download the PDF What is branding, really? It’s often misunderstood and associated with huge dollar investments—or it’s thought to be simply redesigning a firm’s logo. Neither are correct. This article will define branding, review the branding process, and provide specific examples. Brand development is a strategy being used more and more … Continue reading
15 Years After Enron, Arthur Andersen Brand Resurges
By Chris Gaetano Published Date: May 2, 2017 Download the PDF Given the Arthur Andersen brand’s association with a major accounting fraud, one might think the name would have too much baggage to be something a company would want to take on, let alone fight for in court. And for a while, it was, according … Continue reading
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Are Satisfied Clients Loyal Clients?
Surveying client needs can improve retention By Jean Caragher Download the PDF In today’s booming economy, when your firm has more business than you can handle, are you paying attention to current client satisfaction? If not, you should. A multi-industry study by consultant Frederick Reichheld found that between 65% and 85% of customers who chose … Continue reading
Seminar Best Practices: Careful Thought, Attention to Details Make for Successful Events
Published December 2005 Download the PDF If you’ve ever planned a seminar or conference for clients or prospects, or any other firm function, you know how critical the details can be. Good event planners make it look easy. But the key to hosting a successful event, they say, is a lot of thought and follow-up. … Continue reading
Think Strategically: Align Marketing Efforts with Firm’s Vision and Goals, Written or Otherwise
Published July 2006 Download the PDF Though they may have different definitions for what it means, many accounting firms are turning to strategic marketing to push toward both short-term and long-term goals. Put simply, strategic marketing is about aligning marketing efforts to the firm’s overall goals and initiatives, regardless of whether those goals and initiatives … Continue reading
What CPAs Can Learn from Client Satisfaction Superstars
By Jean Marie Caragher Download the PDF The facts are in. Retention of current clients is a Top 3 issue for CPA firms of every size, according to the 2011 PCPS CPA Firm Top Issues Commentary, an indication of how the economy is affecting business practices for accountants. Thirty-six percent of business clients reported they … Continue reading
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Client Retention Strategies Every Firm Can Use
Are your clients safe? By Jean Marie Caragher Download the PDF The importance of client retention has certainly received much attention from CPAs. It topped the list in the AICPA’s 2009 CPA Firm Top Issues Survey. More recently, the 2010 CCH Accounting Firm Client Survey reported that one in three (36%) business clients are likely to switch CPA … Continue reading
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What Referral Sources Expect from You
What Referral Sources Expect from You As seen on CPAPracticeAdvisor.com It’s not only CPA firm marketing professionals and consultants who encourage CPAs to ask their referral sources for leads. Referral sources themselves expect to be asked for leads. While moderating a panel of referral sources for a client training program the panelists described good referral … Continue reading
Seven Secrets to a Successful Marketing Program
By Jean Marie Caragher Are you looking for the next big idea to strengthen your firm’s marketing program? Consider implementing a few basic marketing techniques on a consistent basis to reap more favorable results. Here are seven secrets for you to keep in mind. 1. Know your clients. Analyze your client base by industry, geographic … Continue reading
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Tips for Tax Season
You don’t have to give up marketing during the coming busy season, according to Jean Marie Caragher, president of Capstone Marketing. She offers these tips for keeping your toe in the water while your nose is to the grindstone. 1. Maximize the effectiveness of your receptionist and reception area. Notify the receptionist about which clients … Continue reading
Thriving and Family-Friendly
By Stuart Kahan Download the PDF It’s happened again. An accounting firm has been selected as one of the best places to work. Who and where? Wall, Einhorn & Chernitzer, P.C., in Norfolk, Va. The firm has been picked once again by Inside Business as one of the Top 25 Best Places to Work in … Continue reading
Twelve Steps to Better Client Relationships
By Jean Marie Caragher Download the PDF Since strong client relationships contribute to client satisfaction, longevity and lead generation, partners often encourage their managers and staff to build relationships with their clients. But these managers and staff look at the relationships their firm’s partners have built over time and think it’s impossible to replicate their … Continue reading
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Expand Your Horizons: Niche Marketing Success Stories
By Jean Marie Caragher Download the PDF Niche marketing has become a successful strategy for many CPA firms because it identifies target markets and resources, distinguishes a CPA firm from the competition and generate higher profit margins. Niche market specialties will focus both your firm’s marketing program and your marketing professional’s activities by providing a … Continue reading
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Partner Goals Inspire Firm Marketing
EQUALIZING PARTNER BASE ENCOURAGES SIGNIFICANT GROWTH Download the PDF At a time when some firms are taking a second look at their marketing investments, Porter Keadle Moore/Atlanta (seven partners, 43 total staff) is launching its first firmwide marketing push. Partners hope the infusion of marketing will help them achieve their personal financial goals and grow … Continue reading
Learning: The Key to the Seven Keys
By Jean Marie Caragher Download the PDF The Seven Keys to Successful CPA Firm Management is based on research conducted by Capstone Marketing and Rick Telberg, Bay Street Group LLC, over the past several years including thousands of survey responses and interviews with leading authorities. Our research identifies the best practices and common characteristics that … Continue reading
Is Branding Just for Large Accounting Firms?
By Jean Marie Caragher Download the PDF What is branding, really? It is often misunderstood and associated with huge dollar investments – or it is thought to be simply redesigning a firm’s logo or meant for only large accounting firms. None of this is correct. Brand development is a strategy that can be used by … Continue reading
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Is This The Year You’ll Fire a Few Clients?
By Jean Marie Caragher Published Date: April 23, 2019 Download the PDF With my husband’s Navy career moving us around the country we’ve changed accounting firms a few times. With his retirement in 2014 and our relocation to Florida we hired a firm we thought we’d stay with for a long time. However, it turned … Continue reading
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5 Reasons to Conduct a Retreat in 2021
5 Reasons to Conduct a Retreat in 2021 By Jean Marie Caragher Many CPA firms conduct annual retreats to keep them on track. With the pandemic, more firms need to consider holding a retreat to help them prepare for their future. Taking into account what we’ve learned over the past year, here are five reasons … Continue reading
Managing Client Expectations During COVID
This past year has certainly proven to be a challenge. While marketers and business developers are always focused on managing client expectations, it is particularly important during the pandemic. Continue reading to learn how some of your fellow AAM stepped up to the plate during this incredibly busy time. Building Client Relationships After the onset … Continue reading
Hunting Hot Prospects
Hunting Hot Prospects Download the PDF We know that not all accounting firms have big marketing budgets they can use to keep existing clients and go after new business. What are your top few cost-effective methods for firms that can’t compete with those that can afford to pay for ads, etc.? Why are these methods … Continue reading
Accountability: Greater Impact from Personality or Culture?
Accountability: Greater Impact from Personality or Culture? By Jean Marie Caragher Download the PDF During a recent conversation a consulting colleague said, “Managing partners with a marketing orientation are less likely to hold partners accountable.” I was intrigued since I hadn’t thought about accountability – a big issue in the accounting profession – by personality … Continue reading
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The missing ingredient of growth: Does your firm need to hire a marketing director?
The missing ingredient of growth: Does your firm need to hire a marketing director? By Jean Marie Caragher Download the PDF Firms of all sizes are placing a greater emphasis on obtaining new clients. Research conducted by the Association for Accounting Marketing and Hinge Research Institute revealed that high growth CPA firms employ more marketers, … Continue reading
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Beating the Longevity Odds: Career Paths of 3 Marketers
Beating the Longevity Odds: Career Paths of 3 Marketers By Jean Marie Caragher Download the PDF In January 1990 I started my second job as a CPA firm marketing director, moving from Long Island, NY to Atlanta, GA. When I entered my new office there was an article waiting for me on my desk with … Continue reading
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Crucial questions Be sure to get answers to these at your next firm retreat
Crucial questions Be sure to get answers to these at your next firm retreat Att: Jean, please review copy. There was no word file on basecamp and I had to copy from the PDF. Tried to clean up the copy but there were some strange hyphens and other text changes that showed up as result. … Continue reading
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Four Factors of Successful Accounting Firm Marketers
Four Factors of Successful Accounting Firm Marketers By Jean Marie Caragher Download the PDF Over the years I’ve had the opportunity to interview many people, including Association for Accounting Marketing (AAM) Hall of Fame inductees, AAM Volunteers of the Year, and Marketers of the Year (an award sponsored by CPA Practice Management Forum). I always … Continue reading
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The Five Crucial Questions to Ask About Inbound Marketing
The Five Crucial Questions to Ask About Inbound Marketing By Jean Marie Caragher Download the PDF According to the 2013 PCPS CPA Firm Top Issues Commentary, bringing in new clients is the only issue to rank among the top five for CPA firms of every size – and indication of the importance of and desire … Continue reading
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5 Often-Overlooked Keys to Client Retention
5 Often-Overlooked Keys to Client Retention Download the PDF Tips provided by Jean Caragher, Capstone Marketing Know why clients leave your firm. In research conducted by CPA Trendlines clients indicate that the #1 reason they’d change CPA firms is “poor client service, attentiveness” (at 70%). But CPAs rate “poor client service, attentiveness” only at 22%. … Continue reading
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A Ten-Point Marketing Checklist for 2004
A Ten-Point Marketing Checklist for 2004 By Jean Marie Caragher Download the PDF With the increased competition for clients, professional services marketers can’t afford to miss a trick. Here’s a checklist of 10 points you need to stay aware of to assure that your marketing program in complete for 2004. Branding. Professional service firms, … Continue reading
Best Marketing Practices for CPA Firms
Best Marketing Practices for CPA Firms By Jean Marie Caragher Download the PDF Capstone Marketing conducted on online survey of CPA firm marketing professionals in April 2004 to determine marketing best practices. Marketing professionals responded from 101 local and regional CPA firms in the United States, including 25 of the largest 100 firms. Among the … Continue reading
Communicating Your Brand Internally
Communicating Your Brand Internally By Jean Marie Caragher Download the PDF Branding has been defined as the active development of a personal relationship between the client and the product or service. The ultimate goal is to create identification between you and the brand. Positioning is the theory that drives brand strategy. Ultimately, a market position … Continue reading
Conveying Your Firm’s Personality
Conveying Your Firm’s Personality By Jean Marie Caragher Download the PDF While your firm’s promotional materials will never actually close the sale, brochures and other communications materials play a vital role in conveying the essence and personality of the firm, telling your firm’s story in a creative and compelling way. If your firm’s promotional materials … Continue reading
Seven Essentials for a CPA Firm Marketing Program
Seven Essentials for a CPA Firm Marketing Program By Jean Marie Caragher Download the PDF With an ever-increasing choice of marketing tools, it is important for CPAs to focus promotional efforts on the areas of greatest benefit to the firm. The following are seven essentials for any firm’s marketing program. A Satisfied Client Base Growth … Continue reading
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Managing Growth Effectively Requires Firms to Possess the Right Plan, the Right People and the Right Clients
Managing Growth Effectively Requires Firms to Possess the Right Plan, the Right People and the Right Clients By: Jean Marie Caragher Download the PDF Managing growth is one of the biggest challenges faced by executives at middle-market accounting firms. It falls just behind staffing issues and succession planning on the list of obstacles faced by … Continue reading
Jean Marie Caragher on Marketing
Jean Marie Caragher on Marketing Download the PDF The Big Trend Focused marketing efforts including niche marketing and working targeted prospect lists. Many firms are using these marketing strategies with mixed results. True niche marketing requires a champion, a dedicated team, a marketing plan and budget, and implementation. Working targeted prospect lists requires ongoing, consistent … Continue reading
Manage Marketing with a Budget
Manage Marketing with a Budget By Jean Marie Caragher Download the PDF Partners continue to demand a return on marketing investment. This is not possible without a marketing budget. Your budget provides the financial resources required to implement your marketing plan and track your return on investment. There are at least two ways you … Continue reading
Motivating Partners
Motivating Partners By Jean Marie Caragher, President, Capstone Marketing Download the PDF Capstone Marketing recently conducted an online survey that was completed by 34 CPA firm managing partners. When asked, “Other than ‘lack of time’ what is your greatest challenge in marketing your firm?” 35 percent responded, “Motivating partners to be more active marketers.” Here … Continue reading
Not as Jaded as I Think
Not as Jaded as I Think Howard Wolosky Associate Publisher Practical Accountant Download the PDF You see it’s like this, we get tons of e-mails, mailing, and telephone calls about the accounting profession every month. Couple that with contacts we make, the Internet alerts we receive, and the trips we take, and you begin to … Continue reading
Putting Your Best Face Forward
Putting Your Best Face Forward By Jean Marie Caragher Download the PDF According to Capstone Marketing research the top three marketing tools that generate the most leads for CPA firms are networking, mixers with referral sources, and seminars. What do these three marketing tools have in common? Each brings CPAs face to face with clients, … Continue reading
Smart Marketing Steps to Take Now
Smart Marketing Steps to Take Now Download the PDF In the 2009 PCPS CPA Firm Top Issues Survey, client retention was the top issue for firms of all sizes, replacing staffing, which had headed the lists for more than a decade. With a lingering recession and uncertain economic future, finding and keeping good clients has … Continue reading
Spotlight on All Assets and Aspects of a Business
Spotlight on All Assets and Aspects of a Business By Stuart Kahan Download the PDF Anheuser-Busch, Ford Motors, and Wal-Mart, have one paramount thing in common: each started out as a family business. In fact, the overwhelming majority of all U.S. companies are owned, operated, or otherwise managed by mothers and fathers, sisters and brothers, … Continue reading
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Survey: Despite Staffing Woes, Most Firms Not Willing to Turn Down Clients
Survey: Despite Staffing Woes, Most Firms Not Willing to Turn Down Clients Download the PDF Even though managing partners list a shortage of professional staff as the greatest challenge to marketing their firms, most are not turning down new work or shedding clients to ease the situation, according to the results of a recent survey. … Continue reading
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Vision and Goals – Get Everyone Involved!
Vision and Goals – Get Everyone Involved! By Jean Marie Caragher Download the PDF According to a Franklin Covey and Harris Interactive Survey (March 2003) of 11,045 adult U.S. workers, 44 percent of those polled don’t know their organization’s highest priorities. Only 19 percent of workers have clearly defined work goals with a strong link … Continue reading