Part one of a four part series on developing a marketing plan for your accountancy practice. Marketing matters presentation to Chartergroup

1. Marketing Matters
Presentation for Chartergroup
10 March 2011
Presented by:
Claire Griffiths
Lighthouse Marketing & Communications Ltd
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

2. Presented by
Claire Griffiths
Director
Lighthouse Marketing Ltd
• Over 15 years B2B marketing experience
• Professional services/finance sector expertise
• Offer strategy, planning, implementation
• Communications, PR, event management
• Traditional and digital/social media marketing
• Training for you and your team
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

3. Marketing matters
• Four part series.
• Builds to offer practical advice to develop your
marketing programmes.
• Interactive sessions.
• Homework required.
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

4. Part One
• Session today will cover:
– Marketing role overview
– Defining your firm’s position
– Understanding your current situation
– Competitive knowledge
– Knowing your customers
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

5. To follow
• Part Two – 15 June
– Marketing planning and budgeting
– Which tools to use when
• Part Three - 14 September
– Digital and social media
• Part Four - 7 December
– Evaluation and control
– Role of your team in marketing
– TBC topics (evolution)
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

6. Marketing’s role
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

7. Why start marketing?
• Understand, develop and retain existing
Know clients
• Identify and convert new clients
Keep Attract
• Develop new services/markets to meet
client needs
Customer
• Build a brand identity and stand out in a
competitive marketplace
Develop Win • Focus your team on customer needs
• Develop customer focused systems to
enhance the customer experience
• Understand the market you operate in
• Keep ahead of your competition
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

8. Where are you now?
• Services
• Current services offered
• Add any new services planned
• ACTION: Complete service mix handout
• HOMEWORK: define profitable service lines
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

9. Where are you now?
• Customers
• Aim to segment customers
• Build a typical customer profile/sector
• Understand needs/purchasing/advocacy
• Grade clients : Top 20 etc
• ACTION: Complete column 2 handout
• HOMEWORK: complete all columns and consider
grading of clients
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

10. Where are you now?
• Competitors
• Understand your competitors
• Pricing/client base/specialisms
• Method for continual intelligence
• ACTION: agree chosen competitors
• HOMEWORK: research and gather continual
intelligence
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

11. PEST factors
• Political
• Socio-cultural
• Economic
• Technological
• ACTION: Discuss PEST factors and agree
conclusions
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

12. The SWOT or TOWS factors
• Analyse your strengths, weaknesses,
opportunities and threats
• ACTION: Very individual to each firm, should
be part of your business planning process.
• HOMEWORK: develop SWOT and agree TOWS
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

13. Results : Marketing Plan
Be able to:
• Create mission statement and share with team
• Agree and share vision and strategy
• Understand your current & future positioning
• Know your customers and targets
• Develop key strategies
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

14. Basic marketing tools
• Time & commitment
• Website with CMS
• Database
• Email facility
• Marketing literature
• Wish list
– Blog
– Social Media accounts
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

15. Part Two – 15 June 2011
• Marketing Planning
• Developing key messages
• Marketing tools to use
• What to use and when
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

16. Any questions?
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143

17. How can I help your firm?
Contact me on:
m: 07845 185143
e: claire@lighthouse-marketing.net
t: @ClaireGLighthse
l: http://uk.linkedin.com/in/clairegriffithslighthouse
Fixed hourly, daily, project rates so no surprises!
© Lighthouse Ltd 2010 claire@lighthouse-marketing.net 07845 185143