Challenging the 'Big Four'
Who are they?
MacIntyre Hudson is a firm of chartered accountants and business advisers, specialising in providing services for small to medium enterprises (SMEs), both privately held and AIM listed. As such, MacIntyre Hudson provides a refreshing difference from the Big Four and its immediate aspirants.
What was the problem?
The firm wanted to use the media to enhance links with its existing clients and support its business development. But commentary on tax and related business issues is typically dominated by the industry's Big Four. MacIntyre Hudson needed a communications strategy which would help it 'punch above its weight', establish itself as a thought-leader in its speciality field, and raise the company's profile in the media typically read by its target audience.
How did we help?
Marketforce highlighted the Chancellor's Budget as an opportunity to comment on immediate and emerging tax issues of relevance to MacIntyre Hudson's target base. Constructing a careful approach that involved issuing predictions in advance and offering swift comment in the immediate wake of the Chancellor's announcement, we helped position the firm at the heart of the Budget debate. These campaigns saw MacIntyre Hudson 'steal' much of the limelight away from its bigger rivals when it comes to talking tax.
We maintain an on-going, timely focus on the key business, tax and media issues, releasing comment which the media can use.
What does this mean?
The success of MacIntyre Hudson in the media has given the firm a share of voice well above that of its competitors. Although the firm ranks 23 in the top 50 UK accountancy firms (as published by Accountancy Age), comment on a recent Pre-Budget Report (PBR) has seen MacIntyre Hudson achieve more national newspaper comment on tax than five of the top ten firms - including one of the 'Big Four'.
Where are they now?
Marketforce continues to maintain this level of presence to support MacIntyre Hudson's business development, using the PBR and Budget, commenting on emerging tax concerns in the national media and conducting survey research focused on MacIntyre Hudson's core SME market. Subject areas have ranged from exit strategies for owner-managed businesses and debt legislation, through to the work-life balance and personnel issues.
A recently conducted survey for MacIntyre Hudson helped us generate over 200 pieces of coverage, including The Guardian, The Observer, The Daily Telegraph, The Independent and key trade publications such as Accountancy Age and Money Marketing. We are committed to seeing MacIntyre Hudson increase its share of voice over its competitors and rub shoulders with the largest and best in its field, to increase its client base and help support its business development.
