Going Back to the Basics: Do More with Less

October, November and December are the most popular months for strategic planning.  Preparing for 2012, we are all looking for ways to tighten our belts and do more marketing with less of a budget.  Unfortunately, while balancing the budgets, marketing is always the first to be cut.  How do we do more marketing with less money?  The answer is simple.  Go back to the basics.  Focus on projecting a clear and consistent image for your firm from the inside-out.

A clear identity can make all the difference when marketing a professional services firm.  Consider using specially design templates for commonly used statement of qualification (SOQ) items including:

  • Firm profile
  • Resumes
  • Project information

As we are all aware SOQs are geared towards a client’s needs.  However, building a quality data base is proven to save time, and we all know- time is money.

Make the time for face-to-face meetings. Between social media, emails and blogs we rely too much on technology to make the connection for us.  While social media options are important, this industry is based on relationships.  In order to make a valuable connection you must be present to win.

Everyone is a marketer. Does every level of your staff know and live the selling points of your firm?  Clear expectations is the key in projecting your image from the inside-out.  Hold brown bag training sessions for employees and empower them with the tools they need to promote the firm.

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A Book Review: Business From the Heart by Craig Galati

Purpose.  Passion.  Commitment.

I had the pleasure of meeting Craig Galati in January 2011 at the Society for Marketing Professional Services (SMPS) Southern Regional Conference in Houston, Texas.  As the Programs Chair of the event, it was my job to provide fresh and new ideas through quality speakers.  Combing through speaker applications it became apparent that I HAD to have Craig speak at this event.  Striking up an instant friendship, his session on “Welcome to the new economy, rise of the right brain,” received raving reviews.

When Craig asked me to review his new book, Business From the Heart, I was honored and jumped on the opportunity!  Due to the rise of the new economy, Craig was forced to review how he led his architectural consulting firm, Lucchesi Galati located in Las Vegas, NV.  Craig uses his blog, The Heart of Business, to create a written record of his business philosophy.  If you don’t already follow it, please consider doing so as you may find that Craig is encountering the same obstacles you are.

This compilation of blog posts is an easy read.  Separated into sub-categories: Communication, Culture, Expectations, Integrity, Passion, Relationships, Responsibility and Vision.  Personally, my favorite chapter was Isomorphous. (The Merriam-Webster online dictionary defines isomorphous: being of identical or similar form, shape, or structure.)  Craig writes about his experience judging the 2008 SMPS Marketing Communication Awards, Firm Brochure category and how more than forty submissions from firms of all sizes and locations looked similar.  His advice: “Be true to who you are, make your marketing materials as unique as you are, and don’t blindly follow the newest fad or trend.”

This was an enjoyable read for me.  Let me know what chapter is your favorite.

Follow Craig Galati on Twitter @cgalati.

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