The New York metropolitan space is a significantly aggressive atmosphere for consolidation and disruption inside the accounting career, so New York-based IPA 100 agency Grassi (FY21 web income of $99.6 million) took an appropriately Big Apple-style method in its new promoting marketing campaign.
With analysis displaying a “market hole” in and round New York, the advertisements goal the purchasers of CPA companies that have been absorbed into a bigger agency by way of an acquisition. “Has your accounting firm lost focus in a merger?” the advertisements ask, touting Grassi’s trade experience, impartial recommendation and certainty.
Sarah Cirelli, Grassi’s chief advertising officer, felt a bit uncomfortable in regards to the advertisements at first, however says, “The messaging around this campaign is not about being a bully – this isn’t McDonalds versus Burger King – we have a tremendous amount of respect for our competitors. This is strategic marketing.”
Certainty is what enterprise purchasers are on the lookout for and a few aren’t getting it following a merger. Nearly every single day, Grassi crew members are listening to complaints from referral sources and prospects – significantly inside the development trade – about service adjustments and inconsistent work high quality, Cirelli says. Some are annoyed that they signal on with an advisor solely to be assigned to another person. “This isn’t a time to be cute, this isn’t a time to be clever. This is a very serious issue, and if we can address it clearly and simply without hurting anybody that’s the goal.”
The marketing campaign is working primarily on-line in enterprise publications resembling Crain’s, NJBIZ, Long Island Business News and ROI-NJ.com, and makes up about half the agency’s basic messaging advertisements outdoors of niche-specific efforts. The advertisements are gaining traction, and Grassi plans to increase into new channels over the approaching months.
“We are noticing that there aren’t many other firms that are openly and obviously marketing about this, and it’s definitely an opportunity for us,” Cirelli says. The advertisements again up a recurring theme revealed within the agency’s newest consumer satisfaction survey – appreciation for Grassi’s consistency, custom-made service and particular person consideration. The marketing campaign goals to talk on to corporations that deserve nice service from a agency that pledges to stay impartial. “We’re not going anywhere,” Cirelli says. “We’re staying this course.”