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What
Mungo Dunnett Associates
delivered
Market
Research: face-to-face and telephone
interviews with local businesses in 4 target
industry sectors, to establish:
The awareness level and credibility of the
accounting firm in that industry sector
The willingness of clients to move
accountants: their underlying concerns/motivations
The factors necessary to persuade clients to
move to a new accounting firm
The nature of ‘ideal’ marketing activity
in their market
Communications
Audit: assessment
of existing methods of handling current clients
and attempting to win new clients, including:
The material sent out
The contact made by staff, on an occasional
or ongoing basis
The evaluation of communications activity:
effectiveness in creating sales and retention
Improvement
of Database and Management Information:
Improvements to the existing client database
by moving it into an Access format
Producing a single client view, summarising
all service activity and profitability
Producing a report profiling existing
mortgage customers, identifying the most profitable,
and identifying recent trends across the client base
Segmentation of client base by each
company’s growth phase and needs, to allow
better tailoring of relevant offers
Identification of clients with highest
likelihood of buying further specific services
Expansion
Plan: facilitation of internal workshops
involving senior partners and marketing, to
agree:
Target services and sectors in which the firm
should focus its client acquisition efforts
Recommended method for prioritising and
managing existing clients
Recommended means of using and updating the
database/M.I. system
Recommended means of building marketing
activity to win new business
An action plan to address client acquisition
in the target town
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