PROMOTIONAL ACTIVITIES


Promotional activities can relate to the practice, the service, or the individual consultant. Practices promote themselves through advertising and sponsorship. Some larger ones have even gone to the considerable expense of using TV advertising. The aim here is to promote general capability rather than a specific service. This is particularly appropriate for large practices with a wide range of services. Some make use of promotional films, which they can show to prospective new clients, again with the aim of promoting the strength of the practice. This is corporate advertising - something that large organizations in other sectors have practised for years.

The methods by which practices promote their services among prospective and existing clients include:

  • brochures and other promotional publications;

  • house magazines or journals;

  • articles in newspapers and magazines;

  • carrying out, or sponsoring, research into a topic of interest, and making this available as a report;

  • conferences, seminars, meetings, workshops, etc;

  • entertainment - lunches, attendance at sporting occasions or other events.

The ways in which individuals in practices promote their services - or those of the practice - include:

  • writing articles for newspapers and other periodicals or publishing books;

  • appearances on TV or radio;

  • membership of national or local bodies - professional associations, business or other societies.

The combination of these activities with networking can enable an individual consultant to become part of the client community he or she serves. It can then be perfectly natural for organizations to turn to this particular consultant and his or her firm for help when needed.

A Web site is also an essential marketing tool. It can be used to provide up to date information about the consultancy practice and its services, while its presence on suitable search engines can generate sales enquiries. It allows prospective clients an easy way of getting information about your business while, more importantly, the lack of a Web site would detract from your image.

These methods used to promote individuals and services can also be used to promote the practice as a whole.




The Top Consultant. Developing Your Skills for Greater Effectiveness
The Top Consultant: Developing your Skills for Greater Effectiveness
ISBN: 0749442530
EAN: 2147483647
Year: 2003
Pages: 89

flylib.com © 2008-2017.
If you may any questions please contact us: flylib@qtcs.net