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pur_logoI like Procter & Gamble’s recent campaigns to attack the bottled water industry.  Pur Water is taking advantage of the green movement and directly attacking the use of water sold in a bottle… that remains forever in a landfill after one use.  But with Pur, or “responsible water”, there is only good pure water (naked – no bottle).

P&G has decided to put The Spin on the bottled water industry, and turn the reason for it’s popularity around against it.  They are taking the advantages of bottled water (bottled water is available anywhere you go even when no tap is readily available), and putting a 45 million dollar campaign behind it just to say “bottled water is bad for the environment.”

It’s working.  Double digit growth in the bottled water industry had declined to some 1% in the first quarter of 2008.  The PUR ads are certainly getting noticed…

And you can do the same thing in your industry.  Spin your competition back on its head.  Think of what your competition prides itself on, then create a worst case scenario of their current competitive advantage.  Then change your market spin to be the opposite of that worst case scenario.  Then start letting your customers know about your “new” advantage.  You might want to run your new ad campaign by someone first, to make sure you don’t look like a ding-a-ling.

Happy campaigning!


Our firm is on a hunt to tip over the ho-hum of our industry.  It’s time.  There comes a time when we must question our business models and try something new.  It’s time for the CPA industry to do some resurfacing.

Our firm is unlike many current CPA firms in our dive into social media.  We want to try it, deliver information to our clients by it, and exploit it to the fullest use, for the benefit of our staff and clients.  And as we do, we keep getting reminded of it’s ULTIMATE use – to build real relationships.  After all, that’s how we built this firm in the first place.  One relationship at a time.

Even at the most recent inaugural meeting of the Social Media Club of Greenville, with it’s unprecedented attendance and growth, we were reminded by Geno Church of Brains on Fire of just exactly what the “killer app” is – it’s YOU.  You are the greatest thing about your business.

You build the twitter around your brand, you personally enforce the trust folks found in you through Facebook, and when you answered questions on LinkedIn, you are the one who will back it up with a deliverable service or product to that new client in Tennessee.  You are the killer app.  And the relationships you build will build your company.

So set up your online world.  But do it in a way that ends up with you across the table paying for lunch for your new found client!  And then do it again… and again… and again.

Total cars in the world now = 700 million.

Total cars in the world in 2050 = 3 billion.

And it’s estimated that China will own more cars in 2050 than there are cars currently in the world today.

What are you going to be doing by 2050 to meet the demands of this new market?

ACTION… that is the real value of marketing.

I was listening to some of my podcasts over the weekend and discovered that we see the real value of marketing when it leads us to ACTION.  The world of marketing is all about analysis – analyze your customer, your market, your demographic, your ten-year plan, etc.

But excellent marketing will provide this analysis, and then lead you into ACTION based upon what you have learned.  Don’t be fooled… all of those pretty charts showing you how many target customers use your product between 8 am and 5 pm will do you no good unless you deploy time, money and people to do something about it. 

Thanks, Jason M. Blumer

I hired a real estate brokerage firm that did such a good job in selling my home (…in 7 days!), that I told them I would give them free tax work for the next 4 months if they would become a client.

They said to bill them, and that they wouldn’t pay, but would give the money to a charity they give a lot of money to already because they love what that charity does.

Have I lost money?  No.  I’ve probably increased the good will of my company so that my fees could go up in the future and that client still see value in what we do.  But that’s not the point…

Do business so well, and choose your clients so well that the work you do pays for the next homeless meal or bed someone may sleep in.

Thanks, Jason M. Blumer

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May 2018
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