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at have outdated or unprofessional Web sites, or none at all, said Greg Pearson, president of Williams Web in Chattanooga, Tenn., a Web designer. Added features like marketing materials can be costly, and building a Web site should not be thought of as a small investment, MacPherson warned; nor is it a one-time investment. Updates are continuously needed to keep the Web site contemporary and professional, but shopping around for the right designer or marketing company should turn up acceptable costs.

Training resource clinic has come up with a new Hispanic marketing tool. (www.trainingresourceclinic.com) The powerful marketing tool is designed to assist you in reaching the Hispanic community. There is a major void in education about tax preparation in America for most foreign- born Hispanics. Standard marketing techniques will not work for this consumer even when translated into Spanish. The reason is that this consumer will ignore messages about fast refunds and friendly service if they do not know that they can and should file a tax return. This means that there are large numbers of Hispanic customers who are not filing tax returns due to a lack of information. They produced a Spanish language audio CD about tax preparation in the United States. The CD was made in an entertaining and culturally relevant style with native Spanish speakers. Much of this information is common knowledge for Americans and therefore is simply not included in most standard marketing efforts. For Hispanics, getting the answers to these questions will actually mean the difference in choosing to file a tax return. The pricing for this product is relatively reasonable. The CD comes in a white paper sleeve with space for you to affix a personalized label or stamp: Package of one hundred: $175 ($14.95 shipping and handling UPS ground)

The accounting profession is entering a new era. Marketing is the dimension that will help accounting firms of the future as the importance of branding, cross selling, client service, and niche specialization grows. Linking marketing to profitability isn't magic; it's essential. Marketing influences every element of profitability and implementing these proven strategies will make its impact a positive one. For such examples such as these the opportunities far outweigh the costs in terms of marketing-accounting and event planning.

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