Remember those commercials for Reese’s Peanut Butter Cups where the actors would collide into one another and lament, “Hey, you got your chocolate in my peanut butter!” “You got your peanut butter on my chocolate!”? The premise of the ad campaign was of course that, while the combination of these two ingredients happened by accident, the...

We see you, accounting marketer. We understand that the pressure is on to figure out new ways to set your firm apart from competitors. We also know that you are constantly expected to do more with less, as though you were a magician pulling rabbits out of your hat!

I recently attended a Capstone Marketing webinar entitled, “Marketing Your Accounting Firm in Uncertain Times.” The presenter — Capstone’s founder, Jean Caragher — noted that there are lessons to be learned from the past when it comes to marketing during economic downturns. Accounting firms that continued to market themselves during the...

Across many industries, marketers are consistently asked to do more with less. Oftentimes, when the budgetary belt has to be tightened, marketing’s budget is the first to get trimmed. It’s an ongoing challenge for people in this line of work.