30th March 2015
A large regional accountancy firm that has earned an unrivalled reputation for delivering complex mergers and acquisitions work has won more standard audit work from clients than its competitors. The key is held in the thought-process of the prospects themselves.
It follows that if the firm can handle work that is that complex and exacting, the attributes of expertise, added value, professionalism, timeliness, accuracy etc will be applied to the entire brand experience and specifically the approach to the audit. It’s a view that flies in the face of commonly accepted marketing theory, that by becoming even more focused, you actually gain greater diversity of opportunity in your market! We can definitely say from our own experience, that Financial Marketing’s niche focus has brought the business into the inner circle of our industry – so we see more interesting financial marketing projects.
Mark Twain summed it up perfectly: “I cannot give you a formula for success, but I can give you a formula for failure, which is: try to please everybody.”