Bdo israel marketing activities objective increasing bdo market share in israel
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BDO Israel Marketing activities Objective: Increasing BDO market share in Israel. BDO Israel Marketing Efforts Objective: Increasing BDO market share in Israel. Customer Life Cycle:. Potential Customers Objective: Maximizing our resources in approaching new customers. Website. Newsletters

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BDO Israel Marketing activities Objective: Increasing BDO market share in Israel

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Bdo israel marketing activities objective increasing bdo market share in israel

BDO Israel Marketing activitiesObjective: Increasing BDO market share in Israel

BDO Israel Marketing activities


Bdo israel marketing efforts objective increasing bdo market share in israel

BDO Israel Marketing EffortsObjective: Increasing BDO market share in Israel

Customer Life Cycle:

BDO Israel Marketing activities


Potential customers objective maximizing our resources in approaching new customers

Potential CustomersObjective: Maximizing our resources in approaching new customers

Website

Newsletters

by sectors

Professional

conferences

Alumni community

Public

Relations

Books

Leveraging relationships

Sector target marketing

Firm level strategic customers

BDO Israel Marketing activities


Potential customers alumni objective creating strong alumni network

Potential Customers - AlumniObjective: Creating Strong Alumni Network

  • BDO Israel has hundreds of alumni who hold positions in various market sectors. Many of them don’t utilize BDO services.

  • Until recently alumni relationships were unstructured, many of them were forgotten.

  • BDO Israel made a strategic decision to establish on-going structured relationships with its alumni.

  • During the second half of 2009, BDO Israel established its Alumni Community. Community activities include:

    • Launching a dedicated password protected Website with professional and social information (currently 300 registered, target 2010: 500 registered)

    • Presenting ongoing career opportunities within BDO clients

    • Conducting periodical “get together” events of various nature (e.g., intimate breakfasts w/management, larger dedicated events)

    • Circulating alumni specific and firm wide newsletters

    • Inviting alumni to internal BDO events and Professional conferences

BDO Israel Marketing activities


Potential customers relationships objective m aximizing our business and personal connection

Potential Customers – RelationshipsObjective: Maximizing our business and personal connection

  • Many of our partners and senior employees have wide range of personal relationships with executives at target customers. It is not always obvious how to leverage these relationships.

  • BDO Israel began developing detailed plans with its partners on effective ways to “open doors” and acquire potential customers. Steps include:

    • Mapping strong relationships with key people who could open doors to potential customers

    • Utilizing business mining tools to collect data regarding the identified people business relationships

    • Utilizing business mining tools to collect data regarding the identified potential businesses and assessing possible relevant services for them

    • Defining and acting on an action plan in approaching these key people

BDO Israel Marketing activities


Bdo israel marketing activities objective increasing bdo market share in israel

Potential Customers – Business Plan per SectorObjective: maximizing our resources in approaching new customers

  • Each business sectors (finance, hi-tech, industry, real-east, none-profit organizations, etc) followed a well defined methodology and developed a detailed customer acquision plan. Key planning steps include:

    • Defining market position targets

    • Assessing strengths and weaknesses within the sector (i.e., sub-industries, size of customers within the sub sector, privately owned /public customers etc.)

    • Identifying potential customers aligned with the above targets

    • Defining “door opening” approach to conduct a meeting with the target customers utilizing personal contacts, tele-meeting services, etc.

    • Identifying relevant potential offerings and preparing for the meeting by leveraging business intelligence, financial statement, etc.,

    • Following up after the meeting outcome utilizing our CRM platform (e.g., business quotations, future presale activities, conference invitations, professional books and newsletters circulation.)

BDO Israel Marketing activities


Potential customers objective maximizing our effort resources in approaching new customers

Potential CustomersObjective: maximizing our effort/resources in approaching new customers

X

Potential Customers

(based on Criteria)

Meetings

w/potential customers

30-40% X

Continuous effort to retain relationships w/potential customers

Non Audit

services sales

5-10% of X

Audit

sales

BDO Israel Marketing activities


Bdo israel marketing activities objective increasing bdo market share in israel

Potential Customers – Firm Level Strategic CustomersObjective: Enhancing our relationship w/key business leaders

  • Mapping Key business leaders (4-5) in the Israeli market as BDO’s target

  • Utilizing business mining tools to collect data (“hard”, “soft”)

    • Defining and acting on an action plan for management team (all department) in approaching these key people

BDO Israel Marketing activities


Bdo israel marketing activities objective increasing bdo market share in israel

Existing Customers – “Gold” CustomersObjective: Strengthening personal & business relationships with Customers’ decision makers

Two major areas in which we are operating:

Deepening interaction with our existing customers

“Gold” Customers

BDO Israel Marketing activities


Bdo israel marketing activities objective increasing bdo market share in israel

Existing Customers – “Gold” CustomersObjective: Strengthening our personal & business relationship with the decision makers at the customer

  • Identifying “Gold” customers (~30). Criteria include strategic, business leaders, fees, etc.)

  • Establishing a team for each customer including an Engagement partner (not always an audit partner) and two additional partners

  • Developing a detailed plan which consist of personal & business activities to enhance relationships with decision makers.

  • Recording and monitoring plan execution via CRM platform.

  • During 2010 – broadening “Gold” program by 50%.

BDO Israel Marketing activies


Bdo israel marketing activities objective increasing bdo market share in israel

Existing Customers - Deepening interaction with other existing customersObjective :Identifying business opportunities & `red flags` early enough

  • BDO Israel developed a customer retention methodology that assist customer teams to identify new opportunities on one side and “alarming” indicators on the other.

  • The plan includes operative retention actions of business, professional and attention activities, in addition to standard services.

  • Customer retention planning include:

    • Categorizing customers into 4 “importance” types (A-D)

    • Developing specific retention plans with each partner for his/her customers

    • Type A more frequent activities, Type D less

    • Mmonitoring plan execution and outcome utilizing our CRM platform

BDO Israel Marketing actvities


Conferences and bdo college objective strengthening our professional brand

Conferences and BDO CollegeObjective: Strengthening our professional brand

In addition BDO College conduct courses throughout the year for high level executives i.e.:

Mergers & acquisition

Ethics & compliance Officers Training

IT Governance

valuation

Project

Funding

BDO Israel Marketing activities


Web site objective increasing website visitors

Web Site Objective: increasing website visitors

  • BDO Israel considers the web site as “our business card”.

  • In the beginning of 2009 built a new web site.

  • Extended effort in trying to increase traffic into the web site and by that increase web site leads

  • Lately started to utilize “mail – advertising” – links to professional information (in the web site) in every outgoing mail

BDO Israel Marketing activities


Bdo israel marketing activities objective increasing bdo market share in israel

CRMObjective: Create a centralized platform to gather customer marketing effort for all firm’s department

  • Installing Microsoft CRM at the beginning of 2009.

  • Implementation process include system usage for 100 users.

  • All customer activities (potential and existing) are recorded at the CRM.

  • Establish management reports tool to view activities results on an ongoing process.

  • CRM Implementation process requires an ongoing guidance and maintenance

BDO Israel Marketing activities


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