This is a presentation I created and animated for a client.

1. Apparel / Textile
Auto Dealerships
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 come to 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
Auto Dealerships
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
Auto Dealerships
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
Auto Dealerships
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
Auto Dealerships
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
Auto Dealerships
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
was a 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 came up most often?

13. Lexus SUV

14. Apparel / Textile
Auto Dealerships
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
Auto Dealerships
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 of Positioning
• 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 some of the tools
we are using to position
ourselves?

20. SURVEYS

21. WEB SITE

22. BLOG

23. BROCHURES

24. Citrin Cooperman (circa 2007)
What we said:
“Integrity, Service, Solutions”

25. What clients heard…

26. We don’t really care about you.

27. What Do We Say Now?

28. • We don’t promise 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
Auto Dealerships
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
Auto Dealerships
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
Auto Dealerships
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?

32. The Nobel Prizes

33. Apparel / Textile
Auto Dealerships
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.
He invented dynamite.

35. New York
529 Fifth Avenue
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