O P I N I O N
Back to relationship basics
We don’t know what this year will bring, but by focusing on existing relationships and building stronger relationships, we can ensure long-term success.
A s we reflect on 2020, it has become abundantly clear that in our industry, there’s nothing more important than the power of our relationships with our clients. Without tradeshows and conferences, networking events, and in person meetings, we’ve all had to adjust the way we are communicating and catching up with our clients and teaming partners.
the open rate of an email or the registrations of an upcoming webinar if given that personal touch. Another more strategic way that you can capitalize on these existing relationships is through the use communicating and catching up with our clients and teaming partners.” “Without tradeshows and conferences, networking events, and in person meetings, we’ve all had to adjust the way we are
We at Pennoni, like other firms, have looked at our marketing efforts to figure out virtual ways to connect with our clients. We’ve expanded our email marketing efforts and introduced webinars on a variety of topics. While we’ve seen success, one thing our reporting has shown is that we can’t rely on these efforts alone. We have used email blasts in the past for general content, but our clients aren’t expecting new and pertinent information to be communicated solely through emails. We’ve realized that it’s important to encourage our staff to bring these efforts to their contacts’ attention and lean on the relationships that already exist. Even something as simple as a reference to a recent communication that was sent out by the marketing team can have an impact on
See ROBERT MCGEE, page 12
THE ZWEIG LETTER JANUARY 4, 2021, ISSUE 1373
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