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Why I chose to work with professional service firms

Why I chose to work with professional service firms

By Fred Thompson

To be totally honest it was a bit of a ‘no brainer’.

I’ve been working in this sector my whole career as creative director at a large regional agency and then creating my own business 21 years ago, however that wasn’t the overarching reason.

From my deep experience built on more years than I like to admit I’ve found that this sector needs the most help from a marketing perspective.

The greatest marketing challenge for most firms is the difficulty in clearly and succinctly differentiating themselves from their competitors.

In the past they didn’t really have to as long as they met a certain “hygiene” level they could rely on the traditional word of mouth, referrals and network channels.

That world is rapidly changing, it’s gone digitally mad and the professional services sector has fallen well behind other sectors in this regard.

It’s getting harder and harder to be a generalist, no longer do fluffy brand messages get cut through and the emergence of the digitally enhanced buyer (DEB) has dramatically shifted the buying power to the customer.

The smart firms are more than aware and realise they need to do something about it and quickly, but they are not sure where to start with many finding their efforts somewhat ill-advised and ineffective.

The challenges that lie ahead

Let’s be honest for most creative people it’s not the most appealing space to work in but that’s where the challenge lies for me.

The challenge to raise the creativity that’s lacking in such a competitive and changing landscape.

The challenge to help firms make the required mind shift, understand the importance of positioning and targeting through specialisation and its application to true highly visible competitor differentiation.

It’s not easy out there, there’s lots of challenges ahead but I’m up for it and can’t wait to work with those progressive firms who want to do things differently and see their marketing as an investment in their future and not an overhead.

The good news is I see very few if any doing more than meeting the hygiene level whether it be branding, positioning, differentiation or digital presence and campaigns … apart from the firms I work with of course!

Get in touch if you want to get ahead of the game.

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