CPA Insider has received 500 responses so far to its survey asking finance managers what marketing initiatives resonate with them.

Yellow pages, billboards, print ads, e-mail blasts, direct mail, search engines, blogs, team sponsorships, and telemarketing get little attention. Only three percent said these had any effect.

CPA Insider points out that conscious responses may not be totally accurate. Nevertheless, there may be some clues here.

The ratings of other initiatives were:

Referrals	83%
Networking events	34%
Seminars	29%
Serving on boards	15%
Webinars	10%
Web sites/email newsletters	9%
Print newsletters	8%
Public relations	7%

In making marketing decisions, firms should consider cost relative to effectiveness. For example, some initiatives, while not apparently effective (e.g., public relations), have a low cost.

From rom CPA Insider, August 14, 2006 (www.cpa2biz.com). For the complete article, click on the following link: https://www.cpa2biz.com/News/Columnists/ Telberg/Do+Clients+Really+Care+About+Marketing.htm.