Is Advertising Effective for Marketing Professional Services? Elaine Fogel's Perspective

This perspective addresses a challenge presented in a ServicesRevenue business case listed under Case Studies or Relevant Links If the canceled media buy was with an outlet whose readership is the right target segment, and he can get frequency, then run a test and track results. Without knowing these specifics, Jon should pass on the buy. Jon should be considering direct marketing to his existing client base. I’ve found that we can gain more business from existing customers if only they were aware of the extent of services we offer. They may be purchasing only one service currently and are unaware we offer others - ones they source from other providers. Direct marketing can create top-of-mind reminders allowing us to increase business.