They are the people we entrust with our finances. All day, every day they tap numbers into their calculators reducing our taxes, finding ways to maximise our financial futures and giving us valuable advice on our financial situation.
They are a trusted advisor.
Other than the top 10 Accounting practices, many of us do not know who to go to other than who our parents use or perhaps a practice in your local area.
Today, there are many Accounting and financial advisory firms that are tailored to different demographics like individuals that earn less than $100k, over $100k, small business, large corporates, family businesses etc.
Having worked with accounting firms over the past 10 years in my business, I have had the opportunity to see all different sized firms operate in a number of different ways.
Typically they are focused on ensuring they have a logo and a website, letterheads and perhaps the odd newsletter.
The 2009/10 financial year is going to be very different to what anyone has seen before.
A number of small to mid-tiered firms have emerged and are marketing their way into the mindset of individuals and companies looking for a change, a new approach or a more consolidated effort.
Their fresh approach is capturing the market who over the past 20 years have been more receptive to areas such as financial planning and wealth creation.
Some marketing activities that the 'new look' accounting firms are undertaking include;
- Public relations - gaining media exposure in the newspaper, key trade editorials and magazines. Even Kerri-ann Kennerly's Morning Show features an Accountant.
- Re-freshing brands to re-engage the market
- New and innovative websites that are informative and tackle the issues in which people are interested in knowing about
- Web 2.0 - Twitter, facebook, linked in, youtube - you name it - Accountants are now on it for a number of reasons - brand building, recruitment, lead generation etc
- Customer relationship management - interacting with customers more frequently and in more ways than ever before.
- Customer events and seminars - allowing customers to be better informed on their finances and other areas such as superannuation and insurances.
- Alliance partnerships with other companies that have synergies and similar brand values
Accounting firms that choose to not re-engage their clients or fail to communicate more frequently on multiple levels will fail to keep clients who are actively being marketed to by other firms.
The new financial year is a new fresh start for many Accountants and Financial Planners. It gives every company an opportunity to look at their brands in an objective way, undertake surveys amongst their clients and market to see what people are looking for in a service provider and create better connectivity to clients on multiple levels.
Boutique Accounting firms that are leading the way include mutualtrust.com.au, sabergroup.com.au and thirdviewfinancial.com.au.
Watch this space. 1300 300 080
Wednesday, June 10, 2009
Wednesday, June 3, 2009
Marketing a startup business
Having been in business for 10 years and totally absorbed by the businesses I already own and operate, I have had little time to think of anything else.
But like a well oiled chain, most of my businesses operate fairly efficiently and effectively without my daily input. These days I am more a problem solver than a day-to-day runner of the business.
Of course, like any business, if sales are down I am the first to roll up my sleeves and get to work and given the state of the economy that has happened a few times over the past 12 months.
When reviewing new business ideas and I have many, I always think about how much work I have to do and what outcome I am looking for. Like any serial entrepreneur, I am always writing business plans on new business ideas and working out whether I think they are viable based on the current market opportunities.
It's an exciting ride when you come up with an idea that you think is going to be big and when I get stuck on a great idea I tend to hide away from the world and explore my creative juices.
Locking myself in my apartment, I spend hours and hours into the night and early morning pondering how this idea can evolve and hopefully explode.
On a flight on Sunday night back from Sydney, I dreamt I had an online sporting business. Now I won't let too many secrets go here because in the short amount of time since Sunday, the idea has gone from idea stage through to business planning and execution - but is currently not live.
Normally I would not have gotten this far so quick, but I realised after the first day that this would end up like many of my great ideas I have had over the years if I was not proactive about it. In the back of the filing cabinet waiting for some attention!
We all know I own a marketing company and web development company so unlike most people I have the resources to 'make it happen' when it comes to developing an online brand.
Naming the company, strategically exploring market potential, building a brand identity, developing a website, creating content and selling advertising and distribution rights are all things that we can do inhouse.
The problem I have is that my staff are always busy. When I give them something to do for myself, they always put it to the backburner and eventually after nagging them continually, I give up and throw it in the bin.
Well, not this time! This idea combines a great love of mine and a commercially viable business. I cannot let this idea go to waste and I have to do it right here, right now.
So, I did what I have never done before. I hired my own company to develop the idea. I have 4 people working on developing the identity, content, media kits, website and looking at alliance partnerships.
In theory, hiring your own company sounds stupid but the reality is at the end of the day, I have a silent partner and why should they pay for my 'great ideas' if they fail. Secondly, I need to make this happen and the only way to do it is to become a client.
It's like a mechanic that needs to fix his car. He never gets around to it. I am pretty much the same. Our company website has taken 1 year to not get started. Yes we have a website, but it needs to be updated, refreshed and clearly express what we do now that we didn't do before.
We seem to continually put this on the backburner because lets face it, paying clients are more important. They keep us in a job and the business alive.
If you can resonate with this reasoning, then think again on how you choose to execute your next great idea and how long it takes you to get it off the ground.
In my case, I am paying $7,000 for a website and $500 per week to have a Marketing Eye run the marketing for the new business.
You never know, it may take off and k-boom! I may need several Marketing Eye's and everyone would be happy.
I can't wait to get this new business off the ground and it's going to be sooner rather than later. I am thrilled to have a new project and really believe that it's going to be one of the best online sites for its field available. Furthermore, the sooner I get it up, the quicker it will be that I make some money.
Happy Startup Businesses!!!!
www.marketingeye.com.au
But like a well oiled chain, most of my businesses operate fairly efficiently and effectively without my daily input. These days I am more a problem solver than a day-to-day runner of the business.
Of course, like any business, if sales are down I am the first to roll up my sleeves and get to work and given the state of the economy that has happened a few times over the past 12 months.
When reviewing new business ideas and I have many, I always think about how much work I have to do and what outcome I am looking for. Like any serial entrepreneur, I am always writing business plans on new business ideas and working out whether I think they are viable based on the current market opportunities.
It's an exciting ride when you come up with an idea that you think is going to be big and when I get stuck on a great idea I tend to hide away from the world and explore my creative juices.
Locking myself in my apartment, I spend hours and hours into the night and early morning pondering how this idea can evolve and hopefully explode.
On a flight on Sunday night back from Sydney, I dreamt I had an online sporting business. Now I won't let too many secrets go here because in the short amount of time since Sunday, the idea has gone from idea stage through to business planning and execution - but is currently not live.
Normally I would not have gotten this far so quick, but I realised after the first day that this would end up like many of my great ideas I have had over the years if I was not proactive about it. In the back of the filing cabinet waiting for some attention!
We all know I own a marketing company and web development company so unlike most people I have the resources to 'make it happen' when it comes to developing an online brand.
Naming the company, strategically exploring market potential, building a brand identity, developing a website, creating content and selling advertising and distribution rights are all things that we can do inhouse.
The problem I have is that my staff are always busy. When I give them something to do for myself, they always put it to the backburner and eventually after nagging them continually, I give up and throw it in the bin.
Well, not this time! This idea combines a great love of mine and a commercially viable business. I cannot let this idea go to waste and I have to do it right here, right now.
So, I did what I have never done before. I hired my own company to develop the idea. I have 4 people working on developing the identity, content, media kits, website and looking at alliance partnerships.
In theory, hiring your own company sounds stupid but the reality is at the end of the day, I have a silent partner and why should they pay for my 'great ideas' if they fail. Secondly, I need to make this happen and the only way to do it is to become a client.
It's like a mechanic that needs to fix his car. He never gets around to it. I am pretty much the same. Our company website has taken 1 year to not get started. Yes we have a website, but it needs to be updated, refreshed and clearly express what we do now that we didn't do before.
We seem to continually put this on the backburner because lets face it, paying clients are more important. They keep us in a job and the business alive.
If you can resonate with this reasoning, then think again on how you choose to execute your next great idea and how long it takes you to get it off the ground.
In my case, I am paying $7,000 for a website and $500 per week to have a Marketing Eye run the marketing for the new business.
You never know, it may take off and k-boom! I may need several Marketing Eye's and everyone would be happy.
I can't wait to get this new business off the ground and it's going to be sooner rather than later. I am thrilled to have a new project and really believe that it's going to be one of the best online sites for its field available. Furthermore, the sooner I get it up, the quicker it will be that I make some money.
Happy Startup Businesses!!!!
www.marketingeye.com.au
Tuesday, June 2, 2009
The Truth About SME's Right Now
Yesterday I was asked the question about what are the concerns of small to medium sized businesses when it comes to marketing right now.
The truth is only they know, however I have a good gauge having spoken with more than 100 small to medium sized businesses in the last month.
Their real concern is what if the sales don't come in, how are they going to pay wages. It's as simple as that.
This fear that has been ignited in small business that if what we read and hear is right and it is all doom and gloom for a long time coming, then how are we going to be able to pay wages.
Whilst I harbour the same concerns, I have fortunately had an increase in revenue over the past 12 months of over 20% but the profits are nowhere to be found. Why? We now give more to our clients than ever before so they can get through this tough time. They need every chance to succeed. Whether this proves to be a good strategy or not it is anyone's guess.
Which leads to the issue of profits. Should we all be more relaxed when it comes to profits in a downturn and focus on streamlining our business and giving better service?
When it comes to SME's right now, and I am one, the light flickers on and it flickers off each month and we all don't know whether or not it will stay on or eventually go out.
If you don't have a marketing team or an agency who helps you out, search the Internet and find ways in which you can market your company at no cost. Start a blog (www.blogger.com is free) and drive customer back to your website.
Use public relations as a vehicle. There are hundreds of websites telling you how to write a press release and the best way in which to distribute it. Ring up a journalist and tell them the compelling reasons why your business is newsworthy.
There are so many ways and I am happy to share them with anyone. Give me a call as at the end of the day, we are all in it together.
Tough times brings people and business closer together.
www.marketingeye.com.au
The truth is only they know, however I have a good gauge having spoken with more than 100 small to medium sized businesses in the last month.
Their real concern is what if the sales don't come in, how are they going to pay wages. It's as simple as that.
This fear that has been ignited in small business that if what we read and hear is right and it is all doom and gloom for a long time coming, then how are we going to be able to pay wages.
Whilst I harbour the same concerns, I have fortunately had an increase in revenue over the past 12 months of over 20% but the profits are nowhere to be found. Why? We now give more to our clients than ever before so they can get through this tough time. They need every chance to succeed. Whether this proves to be a good strategy or not it is anyone's guess.
Which leads to the issue of profits. Should we all be more relaxed when it comes to profits in a downturn and focus on streamlining our business and giving better service?
When it comes to SME's right now, and I am one, the light flickers on and it flickers off each month and we all don't know whether or not it will stay on or eventually go out.
If you don't have a marketing team or an agency who helps you out, search the Internet and find ways in which you can market your company at no cost. Start a blog (www.blogger.com is free) and drive customer back to your website.
Use public relations as a vehicle. There are hundreds of websites telling you how to write a press release and the best way in which to distribute it. Ring up a journalist and tell them the compelling reasons why your business is newsworthy.
There are so many ways and I am happy to share them with anyone. Give me a call as at the end of the day, we are all in it together.
Tough times brings people and business closer together.
www.marketingeye.com.au
Monday, June 1, 2009
Every Child Deserves The Chance To Shine
A couple of years ago, I was invited to be an Ambassador for Ozchild (www.ozchild.org.au).
Ozchild has a history of helping children from underprivileged environments since 1851 and now has a group of 500 volunteers and around 170 staff.
Yesterday I had the privilege of being invited to participate in a new program to mentor children from the Ozchild program.
As a strong believer that children deserve the best opportunities in life and we should all help to ensure that all Australian children have the basics of a roof over their heads, a hot meal every day and the love and support of people around them, I proudly hosted the event at YVE for the group.
As a group of 20 people participating in the pilot program arrived, I was astounded at how enthusiastic these bright children were and their attitude towards participating in a program whereby they are mentored by entrepreneurs and business leaders.
I chatted freely with the children and many of whom found that they would do anything to have a job, let alone be mentored, made me realise how easy it is to help those around you just by giving them your time.
A few wanted to be in IT, some in business and the young girl that I will be mentoring, a model or administration worker. Careers that have futures, that are in demand and that are very achievable.
Bec, the young, bright and enthusiastic 16 year old who had travelled an hour to meet me, was more than I expected. She asked me questions about myself and how I had achieved what I have. Where did I start, how did I get there, do I travel, have I been on a plane... the questions just rolled in. She was as interested in me as I was in her.
I felt privileged to be able to have the opportunity to spend time with this delightful young girl who just wants a chance and a little bit of experience. She opened up about her dreams and desires, her set-backs (we all have these!) and how motivated she is to make the most of this unique opportunity.
I really hope I don't fail her in giving her the right experience and inspiration to achieve her dreams.
In two weeks time I will commence the first two-week period of having Bec come and work with me at Marketing Eye. Her voice is clear and confident, so she will probably answer the phone, do some typing, filing and get an overview of what we do as Marketing Managers for our clients.
From the model front, I am not quite sure what to do because its not really my field. I know a few models and of course I hire them for commercials and various media promotions we do, so hopefully I can connect her to someone in the industry that can tell her more about a career in this area.
Being an Ozchild Mentor is about giving up 2 hours a month and having a child come and work with you for a period of 4 weeks in total. Not much if you can change someone's life and give them an opportunity.
I am excited and hopefully there is something in Bec's work experience that will set her off in the right direction for success. I think this young lady has the right attitude and I can see success in her eyes. She sparkles when talking about her dreams and how hard she is prepared to work to achieve them. Something inside me says that in a few years time, I am going to be hearing about this girl and what she has achieved in the newspapers. She just beems enthusiasm and is looking for a bit of guidance and an opportunity.
I am sure I will learn as much from her as she will from me - and that's what it is all about. This journey is as much for me as it is for her. I always had mentors and they inspired me in so many different ways that to be able to give back to someone like Bec is awesome.
www.marketingeye.com.au
Ozchild has a history of helping children from underprivileged environments since 1851 and now has a group of 500 volunteers and around 170 staff.
Yesterday I had the privilege of being invited to participate in a new program to mentor children from the Ozchild program.
As a strong believer that children deserve the best opportunities in life and we should all help to ensure that all Australian children have the basics of a roof over their heads, a hot meal every day and the love and support of people around them, I proudly hosted the event at YVE for the group.
As a group of 20 people participating in the pilot program arrived, I was astounded at how enthusiastic these bright children were and their attitude towards participating in a program whereby they are mentored by entrepreneurs and business leaders.
I chatted freely with the children and many of whom found that they would do anything to have a job, let alone be mentored, made me realise how easy it is to help those around you just by giving them your time.
A few wanted to be in IT, some in business and the young girl that I will be mentoring, a model or administration worker. Careers that have futures, that are in demand and that are very achievable.
Bec, the young, bright and enthusiastic 16 year old who had travelled an hour to meet me, was more than I expected. She asked me questions about myself and how I had achieved what I have. Where did I start, how did I get there, do I travel, have I been on a plane... the questions just rolled in. She was as interested in me as I was in her.
I felt privileged to be able to have the opportunity to spend time with this delightful young girl who just wants a chance and a little bit of experience. She opened up about her dreams and desires, her set-backs (we all have these!) and how motivated she is to make the most of this unique opportunity.
I really hope I don't fail her in giving her the right experience and inspiration to achieve her dreams.
In two weeks time I will commence the first two-week period of having Bec come and work with me at Marketing Eye. Her voice is clear and confident, so she will probably answer the phone, do some typing, filing and get an overview of what we do as Marketing Managers for our clients.
From the model front, I am not quite sure what to do because its not really my field. I know a few models and of course I hire them for commercials and various media promotions we do, so hopefully I can connect her to someone in the industry that can tell her more about a career in this area.
Being an Ozchild Mentor is about giving up 2 hours a month and having a child come and work with you for a period of 4 weeks in total. Not much if you can change someone's life and give them an opportunity.
I am excited and hopefully there is something in Bec's work experience that will set her off in the right direction for success. I think this young lady has the right attitude and I can see success in her eyes. She sparkles when talking about her dreams and how hard she is prepared to work to achieve them. Something inside me says that in a few years time, I am going to be hearing about this girl and what she has achieved in the newspapers. She just beems enthusiasm and is looking for a bit of guidance and an opportunity.
I am sure I will learn as much from her as she will from me - and that's what it is all about. This journey is as much for me as it is for her. I always had mentors and they inspired me in so many different ways that to be able to give back to someone like Bec is awesome.
www.marketingeye.com.au
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