in Organizations

Attracting new clients

More notes from Managing the Professional Service Firm

Raspberry Jam Rule: the further you spread your marketing tactics, the thinner they get.

It’s always better to demonstrate than to assert.

In-person, individualized methods are always better than broadcasting.

  • The first team
    • Seminars (small-scale)
    • Speeches at client-industry meetings
    • Articles in client-oriented (trade) press
    • Proprietary research
  • The second string
    • Community/civic activities
    • Networking with potential referral sources
    • Newsletters
  • Clutching at straws tactics
    • Publicity
    • Brochures
    • Seminars (ballroom scale)
    • Direct mail
    • Cold calls
    • Sponsorship of cultural/sports events
    • Advertising
    • Video brochures