MARKETING TO LARGER ORGANISATIONS Presented by JE Consulting - PDF document

MARKETING TO LARGER ORGANISATIONS Presented by JE Consulting Corporate Finance Network Workshop March 2011

STEP 1 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

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STEP 2 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

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STEP 3 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?

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STEP 4 Marketing activities to consider: 1 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. 2 Create existing client case studies that they will identify with. 3 Add them to your e-news and newsletter programme – raise your profjle. 4 Supper Clubs with referrers – targeted specifjcally for large organisations. 5 Niche out – sponsor industry sector events, speak at them, create materials appropriate to that market . [Focus on bulletins, trade press]. 6 Consider what they may be most dissatisfjed with in their current auditor/accountant relationship – . how can we capitalise on that? 7 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?

NOTES JE Consulting 2 Mitre Court Lichfjeld Road Sutton Coldfjeld B74 2LZ T: 0121 355 4774 F: 0121 355 4330 E: info@je-consulting.co.uk W: www.je-consulting.co.uk