Momentum for Professionals recently designed and implemented the following successful marketing campaign for a firm of accountants:
The brief:
To raise the profile of the firm in the local area and generate enquiries with the aim of attracting new clients.
Target audience:
Individuals and businesses within a 10 -15 mile radius of one of the firm’s offices.
The activity:
A series of free tax clinics were run on Tuesday afternoons, during a four week period. Visitors had to pre-book a slot at one of the afternoon sessions.
Marketing activities:
An integrated campaign was implemented covering different marketing channels:
- 2 adverts were placed in the local newspaper promoting the tax clinics and the types of things people could discuss during the free sessions.
- Alongside these adverts we also secured free editorial in the newspaper to explain more about the tax clinics and how local people and businesses could benefit from attending.
- An article was also loaded onto the firm’s website about the clinics.
- The firm’s Twitter account was used to regularly promote the tax clinics and linked to the website article for more details. As the clinics took place, anonymous feedback from the sessions was used to provide an insight into the type of things which had been discussed during the clinics and how the firm had been able to help and advise attendees.
- An email was also sent to existing clients inviting them to attend the tax clinics or to arrange another convenient time to book an appointment to discuss any tax or business concerns they may have.
The message:
The tax clinics would provide a free, no obligation discussion to help locals get their tax affairs in order and potentially identifying ways to reduce their tax bills.
Campaign results:
The tax clinics attracted 10 people during the course of the campaign. A range of tax and business related matters were discussed. As a result of these discussions, the firm has converted 60% of attendees into new clients, including:
- A new client who wanted to set up a limited company and will require ongoing accounts, payroll and support with setting up MTD.
- 3 clients who needed help calculating and submitting one-off tax returns, with CGT computations being the main concern.
- 2 clients who are likely to need annual support with their tax returns.
It is estimated that the likely fee income from the tax clinics will be in the region of £3,500, with at least £3,000 of this being annual recurring income.
Campaign costs:
The cost of campaign including advertising and copywriting costs was £764.
Summary
This was a simple, yet cost effective way of helping the firm to raise its profile in the local area and attract new clients. As a result they aim to organise similar events in the future.
If you would like some help to implement a similar marketing campaign for your firm, get in touch at vicki@momentumforprofessionals.co.uk.
