What you should expect from an effective marketing campaign.
by Bruce W. Marcus
Professional Services Marketing 3.0
Tactics are the most difficult part of a professional firm marketing program, because so much of what must be done depends upon the scarce, non-billable time of partners and professional staff.
If the firm’s management hasn’t made clear that participation by every professional in the firm is an integral part of recognition and growth within the firm, you can scrap the marketing program. It can be helpful if the non-billable hour was renamed the investment hour, because if those hours are spent on marketing, investment hours are exactly what they are.
More on Professional Services Marketing 3.0: How to Formulate the Right Marketing Goals for Your Firm | 15 Questions for Achievable Growth | If You Don’t Know Where You’re Going, How Do You Know How to Get There? | Eight Tips for Staying One Step Ahead of the Competition (And Maybe the Client, Too)
The marketing professional can do a great deal. He or she may be able to write an article or a brochure, but needs the input of the practitioner. The marketing professional may be able to design and run a seminar, or arrange for a speech, but the practitioner must supply the content. The marketing professional may be able to place the story in the media, but the practitioner must supply the story.
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