MARKETING TO LARGER ORGANISATIONS Presented by JE Consulting - - PDF document

Presented by JE Consulting

MARKETING TO LARGER ORGANISATIONS

Corporate Finance Network Workshop

March 2011

Defjne the criteria of a ‘larger organisation’ and are you resourced/skilled to deal with their requirements?

1 AIM Listed 2 Turnover greater than xx 3 UK Subsidiary with overseas reporting needs 4 Groups 5 Plc’s 6 With a Big Brand Auditor 7 Employees 8 Other? Defjne the criteria

STEP 1

NOTES

Can we niche? It will always be easier to target a niche industry sector than a generic one. Which niche markets, typically comprising large organisations, fjt the profjle for your fjrm?

1 Retail 2 Wholesale 3 FSA regulated or fjnancial services 4 Construction 5 Charities 6 Manufacturing 7 Engineering 8 Others. Defjne the niche

STEP 2

NOTES

Generating large organisation referrals. Who do we know that typically operates with larger organisations, and how can we market to them to promote our expertise in this sector?

1 Banks 2 Legal fjrms 3 Commercial property agents 4 Other fjnancial providers 5 Existing clients Who do we know? What can we do to get closer to them?

STEP 3

NOTES

Marketing activities to consider:

Source and cleanse [make sure we are speaking to the FD, MD, or other relevant senior decision maker appropriate to that business] a database for the target large organisations. Get their email addresses. Create existing client case studies that they will identify with. Add them to your e-news and newsletter programme – raise your profjle. Supper Clubs with referrers – targeted specifjcally for large organisations. Niche out – sponsor industry sector events, speak at them, create materials appropriate to that market [Focus on bulletins, trade press]. Consider what they may be most dissatisfjed with in their current auditor/accountant relationship – how can we capitalise on that? Develop and promote service sectors that are most appropriate to the business size – what are they?

• Mergers and Acquisitions
• Corporate Tax Planning
• Employee Benefjts
• Back offjce services – Outsourcing
• MDP – could we offer multi disciplines with a legal provider?

What activities can we implement?

STEP 4

1 . 2 3 4 5 . 6 . 7

NOTES

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