How to use a print advertising as a marketing tool

GCT Technology & Accounting

Shelly Lingor, Director of Technology & Accounting, GCT Technology & Accounting
gctaccounting.com

GCT Technology & Consulting focuses on growth-oriented small businesses – and helps owners through advisory, consulting and bookkeeping services.

Marketing goal

• Educate and promote

“I want to get the word out about GCT’s services – so the print piece needed to be simple yet informative.”

Actions and results

• Hand out collateral at events and to referral partners

• Highlight association to GunnChamberlain – a more traditional accounting firm – and refer clients internally

• Test referral element by including print piece in clients' tax return packets

“I wanted a piece of marketing collateral to help educate potential clients about GCT’s services, and to use as giveaways at events and with referral partners. That’s when we came up with the idea of flyers as a cost effective way for us to get the word out. As an example, I recently sponsored an event with a women’s networking group and included a flyer in each of the giveaway bags. Out of 250 attendees, 15 reached out to me and a handful are now clients.”

Insights

“Keep it simple.”

Resources

• Promote Xero to your clients in a co-branded brochure
• Xero Store: Swag and print collateral to complement your offering

Rolling Hills Bookkeeping

Brett and Meg Gonsalves, Co-founders, Rolling Hills Bookkeeping
rollinghillsbookkeeping.com

Rolling Hills is a full-service accounting firm specializing in the cannabis industry across Northern California.

Marketing goal

• Introduce brand to new geography

Actions and results

• Expand outside of local community and start working with small businesses based in Northern California

• Partner with Emerald Magazine, whose circulation reached our target audience, to place a quarter-page print ad across six months, with a two-page spread over a selected month

• Build on the momentum gained through the ad to deliver financial training workshops to build trust and credibility with leads

“We wanted to expand outside of our local community and start working with small businesses based in Northern California. We were lucky to meet the owner of Emerald Magazine and quickly realized that this publication reached our target audience. That’s when we launched our ads. Co-branding our advertisement with Xero’s partner badge shows that Rolling Hills is a tech-forward accounting firm. Our clients feel important and valued knowing that we use the latest technology to help them understand their financials. The advertisement promotes Rolling Hills, as well as in-person financial workshops we will deliver free of cost to interested leads. It’s still too early to tell as we haven’t done the training yet – but we are confident that the advertisement paired with the training will win some great new clients.”

Insights

“Marketing is personal – you are selling yourself in addition to your firm. Your efforts should represent your brand and speak directly to your target audience.”

Resources

• Promote Xero to your clients in a co-branded brochure
• Xero Store: Swag and print collateral to complement your offering

Bordeaux & Bordeaux

Donna Bordeaux, Co-founder
charlottecpafirm.com/

Bordeaux & Bordeaux’s mission is to help small businesses navigate growth and decrease their taxes through innovative technology.

Marketing goals

• Build credibility with prospective and existing clients

• Affirm prospect’s decision to work with firm

Actions and results

• Send “bumpy mail” to new clients, which includes business card, print collateral and swag

“As an online firm, we find it important to send clients physical collateral as it lends credibility to our firm and strengthens the relationship we have with our clients. When a client signs up with us, we send them a physical package that includes a welcome letter, their favorite candy bar and Xero swag. A welcome letter introduces them to the firm – and to us – so they feel comfortable with who we are as people. The whole idea of print has staying power that digital communication just doesn’t.”

Insights

“Although print is a disappearing art, we’ve found it to be cost effective and helpful at all stages of a customer’s journey with us.”

Resources

• Promote Xero to your clients in a co-branded brochure
• Xero Store: Swag and print collateral to compliment your offering