Professionals: At your service for marketing the pros

Professionals services – whether accountancy, banking, insurance, law or medical services – can prove to be rather dry, if essential, subject matter. With a lack of product or location imagery, it takes a bit more lateral thinking to come up with suitable concepts and campaigns.

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With a possible business to consumer and business to business market, there is generally more scope for success in segmenting the market and focussing on one angle or niche area at a time. Each message will, however, follow the same brand rules and form part of a complementary corporate approach.

The best marketing identifies a customer’s question and need, perhaps before they are clear on the issue themselves. It then suggests a solution but leaves the customer to come up with the ultimate resolution; that they should make contact and have their problem solved.

Unless the professional services company gets immersed in community issues or is a supporter of a local charity, their chances of PR coverage is limited. Creative advertising and client communications are more likely to reap rewards.

Call Gaynor at Ozone Creative on 0845 0945 138 or 07956 142214 email to set up a no-pressure meeting.