Archive for June, 2008
By Lee W. Frederiksen, Ph.D.
If there is a holy grail in professional service marketing it is probably referral business. Whether it’s accounting, IT services, engineering or management consulting, most professional service firms rely on referrals from satisfied customers as a primary growth engine. But there is a key problem with referral business. How do you [...]
Filed under: Marketing, Professional Services, Referrals | Leave a Comment
Tags: professional services marketing, Referrals
Do You Have an Employer Brand?
By Lee W. Frekeriksen, Ph.D.
The Society for Human Resource Management released a study showing that 61% of companies have an “employer brand.” What is that? From their perspective, it’s a systematic effort to capture and promote the culture, values, attitudes and systems that define what it’s like to work at your firm. From the perspective of [...]
Filed under: Branding, Marketing, Messaging, Professional Services, Recruiting | Leave a Comment
Tags: employer brand, Recruiting
By Lee W. Frederiksen, Ph.D.
Last week we held an executive briefing on marketing during an economic slowdown. The question came up as to whether it was possible to “sell” professional services. Some participants felt that you couldn’t get any client to purchase your services if they didn’t already have an identified need. Your marketing task [...]
Filed under: Branding, Marketing, Professional Services | 4 Comments
Tags: professional services marketing, selling professional services
