Abstracts » Business

Try the direct approach

Article Abstract:

Direct mail campaigns can be an effective marketing tool for accounting firms. However, many fail to benefit from this approach because they do not know to properly manage it. To ensure successful direct mail campaigns, marketers should acquire a quality list, which requires either buying a list for one-time use or leasing it for a period of time. They should verify the details although home-workers can be hired to perform this function. Accounting firms should also plan a campaign, which involves four mailings annually. When designing the mail, marketers should ensure the use of the right headline, type-face and words. They should make sure that the right offer is made to ensure that the prospect is attracted. The direct mail should come with a response device in the form of a reply card and should include the signature of an executive.

Direct Mail Marketing, Management, Direct mail advertising, Direct-mail advertising

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Links with the outside world

Article Abstract:

Accounting firms are finally realizing the importance of marketing to their success. This is in sharp contrast to attitudes in the past, when accounting firms perceived marketing as simply unacceptable and unseemly. In today's highly competitive, client-oriented world, however, marketing is now seen as a necessity that deserves to be accepted and respected by the profession. Marketing practices, including advertising, public relations and seminars, are being used by accounting firms to inform the world about what they can do. Nevertheless, marketing plans for accounting firms have been found lacking. Experts say that detailed planning and thinking for an idea or campaign remains to be instituted. However, things are bound to change given the newfound acceptability of marketing among accountants.

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