Accounting Influencers Podcast with Martin Bissett and Rob Brown on big spending accounting fintech vendors going direct to accountancy business clients - Accounting Influencers Podcast

Episode 52

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Published on:

15th Mar 2022

Accountants - Would You Pay $7m for a 30sec Superbowl Ad?

Episode 52. In today's news episode, we discuss "Accountants - Would You Pay $7m for a 30s Superbowl Ad?"

Key takeaways from this episode include:

＞ shout out to Rich Hattersley of Accounting Web reporting on Turbo Tax's big advertising spend

＞ why an intuit-backed tech offering would spend $.5m for a 30 second ad and why nobody in accounting can match this spend

＞ how big ad spends are also happening in the UK and non US countries for accounting software companies with big pockets like Sage and Xero

＞ who is really driving the MTD (Making Tax Digital) agenda here in the UK (it's not the HRMC tax authorities)

＞ the real play behind big spending ads with brand awareness for accounting fintech companies

＞ why accounting software vendors are waiting no longer for accountants to sell their products for them and are going direct to business owners

＞ how accountants can best react to these big place by deep-pocketed software vendors trying to reach their business clients

＞ the reasoning behind advertisers and vendors putting money where the eyeballs are, meaning superbowl spending will reach beyond the US for accounting fintech companies

＞ the importance for accountants to change the conversation with clients from low-end compliance to high value services

Original sources: https://www.accountingweb.co.uk/community/blogs/richard-hattersley/super-bowl-raises-the-bar-for-mtd-itsa-ad-campaign

Here is the Turbotax ad on Youtube: https://youtu.be/JFFmnRg1CmE

NOTE TO LISTENERS:

The Accounting Influencers Podcast is a CPE-accredited daily radio-style show with four segments coming out every Monday which are repeated on the other 4 weekdays as standalone episodes, plus a bonus 'from the client's perspective' episode on Saturdays. On Sundays, listeners get a short min trailer for the coming week's episodes.

Every Tuesday the show gives you a relevant news topic from the accounting and fintech world with a direct application to accountants, CPAs and bookkeepers. Great to stay informed and build your commercial acumen.

Every Wednesday and Friday, we feature an uncut interview with top authors, leaders, thinkers and performers in the accounting and fintech world.

Every Thursday the show gives you a practical 'here's what works' tips concerning a key challenge, need or strategy for accountants, CPAs and bookkeepers. Great to stay current and keep your skills topped up.

Finally, every Saturday gives listeners a bonus episode which focuses on the buyers of accounting services - the clients themselves. In particular how they feel, react to and experience their interactions with accountants. That includes why they buy or don't buy, why they move or stay and why they think how they think about you, your firm, your prices and your offerings.

Martin and Rob love to hear from the show's 22,000 unique listeners in 150 countries around the world. If you like the show and listen to multiple episodes, we'd really appreciate your appreciation with a review or rating. As most of our listeners tune in via Apple podcasts...

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About the Podcast

Accounting Influencers Podcast
Host Rob Brown shows accounting professionals and leaders how to be more influential, grow their personal brand and be more authoritative, relevant and high profile in their roles..
The Accounting Influencers Podcast, hosted by Rob Brown, is a must-listen for accounting professionals looking to strengthen their leadership presence, stay informed on disruptive forces in accounting and build credibility within their firms. Geared toward firm leaders, managers, partners and influencers, the show covers key topics like career development, influence, personal branding and interpreting the evolving trends impacting the accounting world. Rob brings his expertise to each episode, offering insights and guidance on how to grow your personal brand and stay strategically important in a rapidly changing profession. Whether you're aiming to influence within your firm or expand your reputation outside of it, this international podcast offers practical advice and forward-thinking insights that will keep you informed and prepared for the future.
Accounting leadership
Executive presence for accountants
Building influence in accounting
Accounting industry trends
Personal branding for accountants
Accounting firm strategy
Accounting business models
Leadership in accounting firms
Talent management in accounting
Authority in accounting profession
Career development for accountants
Accounting firm growth strategies
Influencers in accounting
Accounting firm management
Disruptive forces in accounting
Accounting leadership strategies
Accounting career success
Accounting firm decision-makers
Accounting business trends
Building credibility in accounting

About your host

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Rob Brown

Rob Brown hosts the multiple accounting podcast and chair conferences, panels and events globally for the accounting and fintech profession. He is co-founder of Accounting Influencers Roundtable (AIR) which helps vendors, experts and influencers serve the accounting and finance world. He is a dynamic speaker and accomplished expert on trust, reputation, employer brand, talent, career development, succession, gen z/generations, employee advocacy and executive presence. Rob is author of the bestselling book Build Your Reputation (Wiley) and his TEDx talk ‘The Personal Brand of You’ has been viewed 400,000 times on YouTube. He is a stroke survivor, has epilepsy, is a committed Christian and has a black belt in kickboxing. He is based in Nottingham UK, home of Robin Hood, plays chess and backgammon, loves orange chocolate and is allergic to grapefruit.