Issue Editor: Kristen Lewis, Amper, Politziner & Mattia, LLP
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AAM Headquarters Update
Looking Forward to a Sucessful Future
Pete Pomilio, MBA - AAM Executive Director
"Real success is finding your lifework in the work that you love." - David McCullough
I was first introduced to AAM during the Summit in June. In my time there, I encountered a group of people who are truly passionate about their work and the association dedicated to this profession. It was clear to me-these people have a dedication and focus for accounting marketing directly reflecting my feelings for association management. I knew this would be the beginning of a long, successful partnership. We love our work.
We are officially a month into the transition to the new AAM Headquarters, and all is going well. Your patience is appreciated as we work through any technical problems that may occur as we learn about AAM. Please do not hesitate to contact us during this time to help us understand how we can best meet your needs.
The AAM leaders and I are already looking at ways to increase the value of your membership and promote the profession. We will be looking to you for feedback over the next few months as we prepare for our Fall Board meeting. We will share the plans we have for the future with you.
Thank you again for your patience, support and the opportunity to serve such a wonderful group of people!
Meet the AAM Headquarters Team >>
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All of Austin A-Twitter: One Marketer's Virtual Summit Experience
Kristen Lewis - Amper, Politziner & Mattia, LLP
When Connie Lechleitner of Rea & Associates in Ohio could not attend the AAM Summit in Austin, she did the next best thing: she followed it on Twitter! With so many people posting updates live from the conference using the #AAMAustin tag, marketers around the globe were able to participate in the Virtual Summit.
The enthusiasm and energy of the conference translated well online, with many AAM members participating in the conversation from their hometowns. Lechleitner caught up on tweets from the conference in between work commitments, and was able to experience the content of the sessions from afar. "This was helpful to me in terms of getting the main points. And some of the suggestions people posted for helpful books, implementation tips, and good nuggets of advice were outstanding."
While Lechleitner enjoyed having a window on what was going on in Austin, it still wasn't the same. "Twitter doesn't completely replace the experience of being there, but between that and conversations with colleagues in Austin, it was definitely the next best thing. The patchwork of experiences gained from experiencing the Summit at a distance made me feel like I was part of the community."
AAM tweets go on throughout the year - posters use the #AAM tag. To keep up to date on AAM news, you can also follow @AAMHQ on Twitter.
*Please be sure to mail or fax form to new AAM Headquarters address. Bundle packages are expected to be finalized in August.
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Four Keys to Selling a Creative Campaign to CPAs
Jackie Allder - Watkins, Meegan, Drury & Co. LLC
Some accounting marketers are lucky enough to have a management team that understands the creative process - or at least accepts that it's a necessary part of marketing strategy. But for those marketers whose partners are more skeptical, three AAM-MAA winners have a few words of advice on how to successfully pitch an innovative idea.
Build a Campaign that Reflects Your Brand
"When you integrate your brand identity and firm benefits into a unique marketing campaign, then you have a solid case to present to your firm partners," said Kevin Kiefer, director of marketing for Rehmann.
Kristi Mattison, director of marketing and communications at MPP&W, P.C., agreed. She explained that her firm leaders jumped on board with her award-winning ping-pong campaign because it connected with the firm's history and brand. After all, MPP&W was founded around a ping-pong table.
Play Devil's Advocate
"Prepare yourself for any objections your partners might have to your campaign before your presentation," recommends Mattison. She said leaders often play devil's advocate, trying to identify why a campaign won't work. Before leadership has a chance to voice any concerns, Mattison suggests addressing their would-be fears and spinning those concerns into opportunities. "Sharing your plan for execution also shows you've put thought into which strategies will be used to create a successful campaign."
Show the ROI
When reporting back to your partners, make sure to present them with the campaign's ROI, said Kiefer. "Even if you can't directly show sales results, at least show some type of metrics," he said. Options include measuring the number of inquiries received or the number of meetings scheduled based on the campaign.
As accountants, "your firm's partners will appreciate and understand the hard numbers," Kiefer said. In addition, if you are able to prove the success through numbers, it will pave the way for future creative campaigns.
Similarly, D. Scott Moore, director of marketing and business development at Dixon Hughes PLLC, said quantifying a campaign's effectiveness is critical to justifying a creative campaign. It is just as important to research current brand awareness in order to develop benchmarks needed to gauge a campaign's overall success.
Gain Buy-In at all Levels
Mattison said it's also important to remember that the more buy-in you gain from all levels in an organization, the greater your chance of success. With all team members on the same page, you'll reap the benefits of their combined efforts.
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Top 10 Least-Successful Accounting Firm Marketing Slogans
Mark Miller - Stonefield Josephson Inc.
- "No shirt, no shoes, no audits."
- "Holder of world record for number of billable hours for one client."
- "Let our financial experts handle you."
- "Free car wash with every audit."
- "Twenty percent fewer of our clients were sent to prison this year."
- "We outsource our tax work to Nepal to save you big bucks."
- "Our business consultants can beat up your business consultants."
- "Our health care experts provide consulting services and can also perform prostate exams."
- "Named the fastest-growing accounting firm on our block for seven straight years."
- "We're more than an accounting firm--we're also a frozen yogurt stand."
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AAM Headquarters
15000 Commerce Parkway
Suite C
Mount Laurel, NJ 08054
P: 856-380-6850
F: 856-439-0525
info@accountingmarketing.org |
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