How to use industry conferences and sponsorships as a marketing tool

Accounting for Jewelers

Mariel Diaz, Founder, Accounting for Jewelers
accountingforjewelers.com

Accounting for Jewelers helps jewelers get paid for their creative designs and quality craftsmanship. The practice provides reliable information to help clients make better-informed decisions to grow and improve.

Marketing goals

• Generate leads by meeting potential clients 

• Raise awareness of DIY course and how support services can simplify client needs and processes

“In-person is a great way to connect with people, especially in regards to sensitive financials. And when you work as a cloud-based, paperless firm – it’s great to let prospects and clients alike know that we are human.”

Actions and results

• Sponsor and attend industry events to expand reach and credibility
• Promote firm on conference website and program guide
• Host information booth
• Serve as keynote and panel speaker

“Every year, Accounting for Jewelers sponsors Flourish & Thrive Live, which is a jam packed two-day conference filled with speakers, education and networking. We knew we wanted to make a presence – and we knew that having Xero by our side as one of the only providers of cloud-based accounting for the jewelry niche would be a huge differentiator. The sponsorship is a key marketing tactic for us because it helps us build credibility. The jewelry community is tight-knit and word of mouth travels far. Through participating in this event, I am able to develop my network and leverage it over the year.”

Insights

“There’s so much available to you as a Xero partner, so developing a good relationship with your account manager is key.”

Xero resources

• Xero Accountant & Bookkeeper Guide: Rethinking Networking Events
• Xero Accountant & Bookkeeper Guide: Improve your accounting elevator pitch

EFS Group

Ephraim Egbele, Founder, EFS Group
efsgllc.com

EFS Group provides full-service accounting to small businesses across the nation.

Marketing goals

• Generate leads and win new clients

• Meet potential and existing referral partners 

Actions and results

• Sponsor the Black Enterprise Conference, with booth to help promote services

• Assemble branded event materials, including postcard, banners, tablecloth and swag

“I had never sponsored an event like this before, so I wasn’t sure what to expect. My main goal was to generate leads and win new clients. I also wanted to meet referral partners that attended. So I recruited a few of my teammates to join me at the booth. Since the conference was a high-energy event, it was important that we could each explain EFS Group’s services and our culture. And sponsoring the event led to winning a handful of new clients. More importantly, I was able to learn about all of the work that goes into sponsoring an event – so I can do it even better next year.”

Insights

“Having unique swag is key to people remembering you.”

Xero resources

• Accountant & Bookkeeper Guide: Rethinking Networking Events
• Accountant & Bookkeeper Guide: Improve your accounting elevator pitch

Newton Street CPA

David Marsh, Founder / Erin Lyman, Business Administrator
newtonstcpa.com

Newton Street CPA serves small business owners in the Denver metro area. Newton Street started as a traditional CPA firm – and has since grown quickly with expanded accounting services.

Marketing goal

Recognize clients and deepen relationships

Actions and results

• Host a client appreciation event at a local art gallery 

“We see our clients one to two times a year at most, which is why throwing an event is an important way for us to appreciate our clients and get face time with them. And breaking bread and sharing laughter with our clients really lets them know that we are here to serve them and care about the well being of their small business. Much to our surprise, over 100 people showed up for the party and we plan to make it an annual affair.”

Insights

“Events are all about planning. It’s important to do all of the pre-work, so you can enjoy your own party.”

Xero resources

• Run a successful Xero event: Discover presentations, event planning guides and handouts
• Xero Store: Order swag and collateral for your event 
• Accountant & Bookkeeper Guide: Hosting an Accounting event