3 experiments his firm is trying.
by jody padar
the radical cpa guide
eric majchrzak is a shareholder and the chief marketing officer of beachfleischman pc, a top 200 firm in tucson, arizona, with approximately about $28 million in revenue, 21 partners and 160 employees.
more on radicalism: selling product, not hours | top 20 social media hacks to build your btechnology + transparency = transformation | 5 ways to create a more diverse and inclusive workplace | goals, goals, goals | happy tax: why you need to know its name
exclusively for pro members. log in here or 2022世界杯足球排名 today.
we go way back. he’s been known to be pioneering when it comes to digital marketing and social media. i asked him what he’s been up to lately; this is how he responded:
most of the things that we’re innovating right now have to do with disrupted marketing techniques and strategies, so we’re moving into and pushing into a larger market, like phoenix.
in terms of our size, we’re pretty small in phoenix, compared to all those other firms, so we have to do things that disrupt, that create our own space.
in other words, we can’t run a traditional marketing campaign out there. it has to be something that’s asymmetric almost. we like to test different things.
example 1: we’re the first company in phoenix to publish content on the phoenix business journal website. it’s a beta program. we’re the only company right now that’s in there. it’s category-exclusive, but we get to post our thought leadership on their site because we have a hub content file. we’re pushing that content out, and then they push that content out to their readers, to their daily email, their social channels and then on the website itself.
example 2: a creative partnership that we’ve developed with a media outlet in phoenix that’s an npr radio affiliate. we just struck a content licensing agreement with them where they are providing our firm with co-branded business content that’s arizona-specific. they have a news desk of business reporters in arizona reporting on the economy of arizona, different industry verticals, so we struck a deal with them where they’re giving us their content, and now we are essentially an extension of an npr radio affiliate. we are exclusively publishing their content, podcasts, blog posts and images. we are sponsoring the mobile app because of it. it’s creating our own space and a lot of times it’s an exchange. we’ll be able to provide them with seminars for their listeners and their donors and things. it’s a big, collaborative partnership. it’s not simply just like a media buy.
example 3: arizona state university. we approached their not-for-profit think tank. it’s part of the university. it’s called the lodestar center and that’s the college for not-for-profit professionals. they have a professional development center, which is for professionals who are already in the industry working, like executive directors and cfos of not-for-profits, and we bought the naming rights to their non-profit management certificate program.
other firms can’t do that because, again, they’re regional. they don’t have marketing professionals … on the ground (who are) really focused on growing that market per se as much as they are just doing support, almost administrative support, where we can be more strategic and more deliberative and disruptive, really.
it’s creating our own space, separating ourselves, and aligning ourselves with large, institutional, credible brands, and that’s how we’re going to cut through the clutter and grow.