The Etiquette of a Referral
Creating a referral network is an important aspect of many professional service providers’ marketing plans. At a recent networking breakfast, I was reminded of an important—yet little discussed—aspect of referral etiquette, a concept that warrants further discussion. Let’s call the person who makes the referral to you the initiating party, or IP. Suppose you receive […]
Don’t Just Do Something—Stand There! : Why Doing Less Online Yields More Results
Have you ever gone to a diner that had a 15-page menu? Do you remember perusing the many menu options–corned beef, matzah-ball soup, steak and eggs, 15 different salads, etcetera—and thinking to yourself, “This is too much choice”? The sheer number of options overwhelms. To choose any one dish, you must reject the 1,500 other […]
Business Growth Depends on Multilevel Marketing
By: Sharon Berman
Published: Rain Today
Does the term “multilevel marketing” conjure up images of people signing up their friends and relatives to sell cosmetics, jewelry, vitamins and household gear, with all the money flowing toward the top of a pyramid? If so, you will probably cringe if I suggest you become a multilevel marketer. But there is another definition of multilevel marketing that is much more relevant to professionals. It means marketing your services on multiple levels, concurrently in several realms.
Conference Exhibiting: It’s The Little Things
By Megan Braverman, Account Manager After exhibiting at a recent conference, it reminded me of two things that shouldn’t be forgotten when representing your company at an event – 1) Be prepared for the worst; and 2) the little details count. I thought I would share some basic lessons learned that are often overlooked: When […]
Tone And Flexibility (And We’re Not Talking About Exercise)
The tone of a company’s communications, although a subtle trait, can be one of the most distinctive dimensions of its brand. That’s certainly the case with Groupon, the internet company that offers subscribers e-mailed “group coupons” that only become valid if enough people buy them. The company is one of the most successful web start-ups […]
Berbay Corp. Exhibits at the 2011 USC Intellectual Property Institute
Berbay Corp. exhibited at the 2011 USC Gould School of Law Intellectual Property Institute on March 22, 2011, at the Beverly Hills Hotel. The event was designed to keep key decision makers and their advisors informed of the emerging issues and best practices in patent, copyright and trademark law.
The Balance Between Time and Money
A professional services firm we work with expressed an interest in doing a project they’d been thinking about for several years, after having seen another professional, one they considered a good marketer, implement something similar with very good results. Although this firm had often turned to Berbay for marketing expertise, they thought that this particular […]
Google Searches Generate Lasting Impressions
“All defense firms are going to have to have new websites,” is the way that Phillip Baker of Baker, Keener & Nahra, LLP wrapped up a session with a panel of three sitting judges at the recent Association of Southern California Defense Counsel conference. Why are defense firms going to need new sites? Because, by […]
Branding Through Payment Collections
Branding—creating and maintaining the impression a company wants to leave in its clients’ minds—involves a range of components, everything from a professional services firm’s graphic identity to its responsiveness to client needs, to its location. The manner by which a firm expects and pursues payment from clients is an important aspect of branding, yet one […]
The Importance of Consistent Communication
As marketing professionals, we’re always exhorting our clients to maintain consistent contact with their referral sources and current, former and prospective clients. Efforts to stay in touch can range from a game of golf to sending them your most recent e-newsletter or encouraging them to read your latest tweet. I’d like to share two examples […]