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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.

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