Berdon Awarded for Excellence in Digital Advertising and Direct Marketing
5.6.22 | Press Release
NEW YORK — Berdon was judged by a team of professionals in marketing, advertising, communications, and professional services and honored with two Marketing Achievement Awards (MAA). The awards for Digital Advertising and Direct Marketing were presented to members of the Berdon Marketing Department at the annual Summit of the Association for Accounting Marketing (AAM) held this year in Louisville, Kentucky.
The Digital Advertising Campaign: Stepping beyond the traditional for accounting firms, the Berdon campaign featured striking images and bold themes. For example, the “Without Berdon” campaign used humor to highlight the value Berdon brings to its clients and emphasized how Berdon’s expertise can reduce a company’s or individual’s exposure to risk. The ad portrayed a man on a beach with a noticeable sunburn and the caption, “Handling your accounting and tax needs without Berdon is like going to the beach without sunblock.” This ad was used in both the Tri-State and Florida areas. This was only one of many similar digital efforts. Overall, the campaign was a success and resulted in over 5,290,530 impressions and more than 1,500 unique clicks. These ads were vital in increasing website views, which amassed 209,465 total sessions in 2021 and paved the way for a 78.24% increase in conversions from 2020.
The Direct Marketing Campaign: With strong content, social media, and sports marketing campaigns underway, Berdon looked to audio to help enhance their reach and messaging in local markets. The marketing team created 60-second tax and business tips that were voiced by various Berdon client service professionals and aired on Bloomberg radio, WCBS 880, and radio.com. The tailored messaging allowed for more specific targeting within a broad audience, leading to multiple calls and emails from clients and qualified prospects – one of which was an invitation for four Berdon Partners and Senior Principals to participate as guest experts on the Mind Your Business radio show. The segment aired to the show’s 40,000 listeners and is available to access at any time on a number of streaming platforms. The reach was amplified through email distributions to multiple organizations’ databases, as well as through deliverables shared on social media, which generated nearly 5,000 impressions. Overall, this type of direct marketing proved to be an effective and unique way of getting in front of this audience, leading to the decision to continue the initiative in 2022.
“Campaigns like these and others we are pursuing can only originate via a concerted team effort,” says Frank Vitale, CMO of Berdon. “In addition to the efforts made by the marketing team, the direct marketing campaign also involved a number of partners and other Berdon leaders, which made the initiative even more impactful and one that we are all extremely proud was recognized and acknowledged by our peers.”
AAM provides resources and support to CPA and consulting firm marketing and sales professionals, partners, firm administrators, and representatives of businesses who offer products and services to the accounting industry.
Berdon offers individuals, as well as family-owned and privately held businesses, a comprehensive set of professional services to help them achieve their strategic business and financial objectives.