Marketing by Not Being a Dork
Being the "cool" choice is a good marketing technique, and a Los Angeles accounting firm is doing the next best thing with an "accountants aren't dorks" approach.
According to an article in the April 2007 Inc. magazine, Stonefield Josephson president Jeff Garrison "Smashes Accountants' Geeky Image!" "I've never worn a pocket protector," he said, preferring instead to don a leather jacket and straddle a Harley.
To prove it, the CPA firm maintains a "back porch" section on its website to showcase the private passions of its CPAs, which range from art collecting to surfing to cooking. I wrote about this homey tactic in 2004.
Even their holiday cards are funny.
On the site, CPAs offer recipes for paella and chicken tarragon, and Garrison suggests wine pairings. Exposing the firm's soft side has helped it reach $40 million in annual revenue, said Garrison, and attract hip clients such as the Black Eyed Peas, the Sports Club/LA, Paul Frank Industries, and True Religion. They will file 400 corporate returns this month.
Law firms could kick-start their own marketing campaigns and click them into top gear with this kind of Harleyfied approach.
Unfortunately, accountants tend to _be_ dorks, even if they pay someone to portray them otherwise.
I assume you are unaware of the fact that the largest professional category owning Harley Davidsons is... YES!! the accountants. Now, one may ask why is that so. It is so because they are frustrated by their jobs and they simply need a valve in their life so that they don't blow up.
QED