It reveals that the Big Five spend up to £4,300 per professional staff member each year on marketing, whereas mid-tier firms spend as little as £350. Average marketing expenditure across all accountancy firms surveyed was £2,050 per professional staff member. Commenting on the findings, Kevin Wheeler, one of the report's authors, said: 'The Big Five are clearly seeking to extend their dominance in the UK by out-marketing their smaller rivals. Their higher profits per partner allow them to plough more money back into marketing their firms' services.'As well as looking at the amount of money that firms spend on marketing, the survey also examined their marketing practices, which, the authors claim, show show many failings in the way that accountancy firms market themselves.For example, only 48% commission market research to understand the needs of their clients. Few firms set long-term marketing objectives; over half (56%) only produce a one-year marketing plan.Only 28% of firms never ask their clients how satisfied they are with the firm's services and only 16% measure satisfaction levels for all their clients.The report was published by marketing consultants, Wheeler Associates, in conjunction with market research company, McCallum Layton and e-business consultants, E-Marketing. It is entitled 'Marketing the Advisers II'. The survey was conducted by McCallum Layton and involved 150 firms, including two thirds of the country's Top 25 accountancy firms.
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