Previously on Going Concern, I wrote a post called "Why Accountants Suck at Marketing." As a follow up, here are four simple ways accountants can do better. Don’t focus on the details of what you do Focus instead on how you make your clients more successful. I love this graphic (from the Intercom Blog). If […]
Ed. note: Today we welcome Blake Oliver as a contributor to Going Concern. We interviewed him last May after he sold his firm, Cloudsourced Accounting to HPC1where he now serves as Director of Technology and Marketing. Before all that, he majored in classical music and worked briefly as a freelance cellist in Los Angeles. You […]
A recent survey found that 75% accounting firms consider revenue growth to be, "the primary purpose of their marketing efforts." In other words, partners quote Jerry Maguire while everyone in the marketing deparment rolls their eyes and makes the jerkoff motion. [AT]
I was screwing around on Pinterest earlier today because it's a slow Friday (and a half Friday at that, at least for us, so barring some huge accounting scandal at 4:01 PM, find me at the bar later this afternoon) and got really enraged by PwC littering up my screen with their obnoxious graphics. Exhibit […]
We're guessing everyone who cares already knows. But just in case, here is the most thorough of the many tips we received on this news this afternoon: Today Grant Thornton's chief marketing officer, Tricia Conahan, shared two important announcements with the marketing and sales team. First, Michelle Mazur [sic] was promoted to the new head […]
Surely you’ve seen Honest Slogans floating around your Facebook newsfeed? If you haven’t, the premise is pretty obvious:
We received this snazzy little item in the tip box and while it has not been confirmed, the commentary is so passionate that we can't help but think maybe just maybe this can be trusted. Names have been removed to protect the innocent: [Marketing Lady] says only 4 positions eliminated but does not mention the […]
Tax Masters. JK Harris. The Tax Lady. Their late-night commercials have all, at one time or another, pierced through the blood-shot eyes of insomniacs across the nation, ensuring that the sleepless masses are treated fairly and with respect during their IRS resolution. Unfortunately, they have all been killed off in some fashion or another. But […]
I don’t say this to be mean, I say this to be helpful I swear. I noticed something sketchy about this Becker marketing campaign.
Did you know that the sections of the CPA Exam have different time allotments?
You can use as much of the time allotted to complete each section as you like. The testing computer screen displays a countdown of the time you have left. As you practice, it’s important to learn how to budget your time wisely, so you don’t find yourself scrambling at the end to finish.
Sorry but that’s horribly vague. What is that supposed to tell someone about time allotments on the CPA exam? What on Earth is ‘You can use as much of the time allotted to complete each section as you like?’ supposed to mean? Sure you technically can use as much of the time allotted (I’m assuming they mean per section?) but I don’t think that’s a very helpful suggestion to give someone actually trying to pass the CPA exam.
In a different post, they also say “Getting your CPA is a little like getting to Carnegie Hall — it’s all about practice!”
Each post ends with an obvious link to one of their products that is tangentially related to whatever the vague “tip” says.
In fewer words, WTF purpose is this supposed to serve?
Like I said, meant to be useful, I swear.
The short answer: not really anything but I spent 3 years slogging through that last design and can I tell the AICPA that it was absolutely awful? I’m not bitter or anything but I can only imagine what candidates felt like trying to find even the simplest bit of information.
They tell you before you take on the CPA exam to check out cpa-exam.org and run the tutorial before you actually sit down for a section so you can familiarize yourself with the computerized format. CPA Review providers cannot duplicate exam content or the environment exactly, as it is proprietary information, so simulations are a must-do and navigating is a skill you’ll pick up along the way if you don’t already have it. So as long as you’ve already done that, your next stop is the redesigned AICPA website.
Watch a PPT on becoming a CPA, learn about joining the AICPA as a candidate member, or check out their many resources on career options in the accounting industry. You’ve seen Start Here Go Places (an AICPA project that markets the exciting career of accounting to high schoolers and beyond), I don’t need to point you to that.
The AICPA is hot on marketing and excellent at it, even if they do make a poor choice every now and then (Benjamin Bankes, I’m talking about you, dude), so it’s no surprise that they are trying to seduce undecided college students and disgruntled finance professionals looking to switch professions. Things are slightly better in accounting so it isn’t all slick marketing, but I digress.
You can check licensure requirements for your state and even find out how much “average” accountants make. I encourage all of you considering accounting as a career to doublecheck those numbers with Going Concern salary threads.
Overall it’s an improvement and hopefully aggregating this information on the AICPA’s website will make it easier for candidates to find what they need. What do you think?
(Remember also that the ultimate authority on your CPA exam experience is your state board, NASBA, or CPA exam administrating company (like Washington), not the AICPA. Always check with your state board et al. before filing applications or forms if you are unsure on any CPA exam information you read.)
After taking a stab at making the Tiger image still work and then realizing that the Andersen treatment was the only way to go, Accenture has rolled out their new advertising campaign.
Rather than take your suggestion that an ultimate fighter — with an accounting degree no less — would be the best route, Accenture has decided that sticking with the animal mantra was the best way to go.
The Journal spent 1,100 words telling us about the new Earth shattering idea:
After nearly a month of focus-group testing and production work, Accenture is rolling out the new global marketing campaign this week. The creatures, which include an elephant, a chameleon and some frogs and fish, will star in a series of TV, print and online spots.
One of the posters shows an elephant balancing precariously on a surfboard. The text reads, “Who says you can’t be big and nimble?” Another ad shows a frog leaping over three others, with the tagline, “Play quantum leapfrog.”
So the marketing team is sitting around, drinking bottled water, drumming on the conference table and suddenly, someone blurts out “You know, Tiger is man but it’s also an animal.”
Everyone stares at this fool that just said the stupidest thing they’d ever heard, “And?” one team member snaps back.
“Well, since everyone is used to Tiger, which is also an animal, we’ll just replace the man with animals that aren’t tigers. That way, people will still think ‘animals = Accenture is good’ but not ‘the guy named after an animal is a cheating bastard.’ Get it?”
The light bulb finally clicks on for everyone else. “You’re right. We’ll just put animals that aren’t tigers in the ads. No one cares if animals cheat on their spouses. Brilliant!”
Prior to this revelation, Accenture apparently considered jugglers and jump ropers. We understand this was five alarm blaze for the company but elephants on surfboards and leap frog was the solution? Maybe they’re just had the whole animal thing on the brain and couldn’t shake it.
But hey, what do we know? We’re sure it’ll be a huge success. Can’t wait for the Super Bowl commercials. Get those frogs to drink beer and then you’ll have a winner for sure.
After Ditching Tiger, Accenture Tries New Game [WSJ]