Marketing

Don't cut that marketing budget -- or at least think twice before you get out the scalpel.

Accounting Today queried a selection of firms and asked marketing leaders for their single best strategy that raised their profile -- as well as their insight into accounting marketing trends. Thalia Zetlin "It was a niche-specific strategy with a particularly timely focus. The economy is on everyone's mind. We empathize with clients and we're taking action. Leveraging the firm's brainpower and sensitivity to current and anticipated client needs, the firm is producing guidance to help clients move through a difficult time. We zero-in on the business and personal issues in each sector. The media is picking up on our timely insights and, in this interactive world, one mention leads to many others, and we're seeing a tremendous surge in media exposure -- further distinguishing us in the marketplace."

Provisions in the recently signed $787 billion economic stimulus package - the American Recovery and Reinvestment Act of 2009 - will have a ripple effect across all industries, according to experts.

Is your firm interested in entering the federal government market? In an uncertain economy, the federal government can be a reliable source of revenues, often with good margins. A terrible economy, ironically, might be about the best time to try, due to a confluence of events - an unending spate of bailout and stimulus initiatives, coupled with the new administration's strong demands for transparency and accountability.Just administering the programs will require the Treasury Department and other branches of the government to use thousands of additional auditors and other accounting professionals. The requirement for extra hands on deck will be compounded by what the chairman of the House Appropriations Committee called an "unprecedented level of accountability" that will be part of the bailout and stimulus programs going forward.

Michigan CPA firms Frank & Freedman and Hirsch, Subelsky & Associates have merged to form Frank, Hirsch, Subelsky & Freedman.

Accounting firms Kern, DeWenter, Viere and Davich, Wilson, Morrow & Associates have signed a letter of intent for DWM to join KDV.

Sage North America has released version 1.2 of Sage MAS 90 and 200 Extended Enterprise Suite, adding extra customer relationship management and fixed asset management features.

Kellogg & Andelson Accountancy Corp. has acquired Irwin Pomerantz & Associates, a firm based in Beverly Hills, Calif.

Document management software developer SmartVault has introduced an affiliate program that pays referral fees to accounting professionals, QuickBooks ProAdvisors and consultants who recommend the software to their clients.

Regional accounting firm Schenck Business Solutions has created a Financial Crisis Response Team to help companies challenged by the recession.

Minority-controlled accounting firm Mitchell & Titus has combined practices with Hill Taylor, another minority-owned firm, expanding Mitchell’s presence to Chicago.

BDO Seidman plans to launch the firm’s first-ever national advertising campaign, encompassing TV, print, digital media and indoor signs.

I have moments when I wonder if I’ve gotten more than I bargained for.

Peoples Income Tax, a local tax prep chain in Virginia, plans to give a break to recently laid-off workers.

Accounting firm DeLeon & Stang has acquired Daniel G. Falk & Associates, expanding its service offerings.

Accounting firm Barfield Murphy Shank & Smith has formed a group to help restructure struggling small companies.

Seckendorf Hasson & Reilly LLP and its affiliate, LL Business Management Inc., have merged with Eliot H. Lebenhart CPA, to form a Long Island-based sports and entertainment accounting, tax and consulting firm.

The Maryland Association of CPAs has created an interactive job board, the MACPA Career Center, to give its members and the CPA profession at large a targeted way to make employment connections.

Accounting firm Wiss & Co. has created an economic advisory group to help business owners and executives deal with the recession.

Whether navigating your firm through the choppy waters of today’s unstable economy or mapping out both long- and short-term strategies, a trio of CEOs from CPA firms in both the U.S. and Canada agreed that communication with staff members and an understanding of the competition are among the more critical factors in driving a firm’s growth and evolution.