NCG Marketing

Digital Marketing for Accountants and Attorneys

Archive for June, 2015

Marketing in a Time of Social Change: Why Growing Numbers of Companies Are Voicing Strong Political Opinions on Controversial Issues

Ben & Jerrys renamed their Chocolate Chip Cookie Dough to "I Dough, I Dough" in their Scoop  Shops

Ben & Jerrys renamed their Chocolate Chip Cookie Dough to “I Dough, I Dough” in their Scoop Shops.

Starting with the tragic attack by a white supremacist at the Emanuel AME Church in Charleston, South Carolina on June 17, the last two weeks have been an historic and hyper-speed ride through some of our country’s most controversial issues, from race relations to gun control to same-sex marriage to Mexican immigration.

Perhaps the most striking aspect of the confluence of events and discussions surrounding these issues has been the quick and decisive responses from corporate America. In years past, any responses would have been muted and delayed. However, the nearly immediate, high-level calls to take the Confederate battle flag down from the South Carolina capitol grounds following the shootings quickly led to Amazon, eBay, Sears and Walmart pulling all Confederate merchandise from their shelves. A few days later, the Supreme Court’s decision legalizing gay marriage throughout the U.S. was quickly followed by universal acclaim from dozens of corporate brands ranging from Absolut, American Airlines and AT&T to The Weather Channel, Visa and Walgreens.

And the decisions by NBCUniversal and Univision to sever ties with Donald Trump over his derogatory comments about Mexican immigrants were strong statements that likely would not have been made just a few years ago. All together, recent events have sent the undeniable message that social change is happening very quickly these days. In fact, I would suggest that it’s happening faster now than at any time since the 1960s.

But how do these social changes affect you – the lawyer, the accountant or other professional – and what relevance could the rate of social change in this country have to your firm’s branding and marketing?

Phil Nugent to Speak on LinkedIn for Accountants at Association for Accounting Marketing’s Summit

LinkedIn can be a powerful business development tool for all professionals, and accountants are certainly no exception. But just having a profile on LinkedIn doesn’t bring any more benefits than simply having a gym membership; each one is merely a means to an end that must be used properly – and regularly – if someone really wants to see results.

With that idea as his starting point, NCG Strategic Marketing’s Phil Nugent will present “LinkedIn for Accountants: Strategies and Tactics for Business Development Success” on June 10, 2015, at the Association for Accounting Marketing’s 2015 Summit in Orlando, Florida.

LinkedIn logoIn his 75-minute presentation, Phil will first discuss why LinkedIn is an essential tool for every accountant who is interested in business development. He then will describe in detail how to set up a complete and compelling profile, how to best manage one’s account and privacy settings, and how to use LinkedIn in a proactive and consistent manner to connect with potential clients and referral partners.

Phil has discovered that many professionals don’t fully understand LinkedIn’s true value, and instead see it either as simply an online Rolodex or a digital resume bank, instead of as what it is – an unprecedented and quickly growing online database bursting with incredibly detailed information about more than 365 million businesspeople and professionals (at last count). For every CPA who’s interested in business development, LinkedIn has become an essential tool that can help them figure out not only whom they should talk to, but how to connect with them.