Today's Technology for Tomorrow's Firm.
Issue link: https://cpapracticeadvisor.epubxp.com/i/36891
GREAT PRACTICES FREED MAXICK & BATTAGLIA, PC Going, Going, Gone … Mobile One fantastically forward-thinking fi rm’s mobile rollout — websites, QR codes, and a healthy dose of methodical planning Staying Cautiously Ahead of Change Freed Maxick & Battaglia (FMB) didn’t become a Top 100 firm by avoiding change. In fact, the fi rm can best be described as the most rapid of rapid adopters — just all in good time. T is is not meant to confuse anyone, but is testament to FMB’s stance on staying ahead of change by first thoroughly researching and testing new innovations. “WE HAVE TO GET A FEEL FOR IT FIRST AND KNOW THAT IT WILL PROVIDE VALUE. OTHERWISE, IT’S JUST ADOPTION FOR THE SAKE OF ADOPTION.” “We never jump right in,” explained Eric Majchrzak, director of marketing at Freed Maxick & Bat aglia. “When a new technology emerges, we par- ticipate fi rst, educate ourselves and get comfortable with the platform before launching in the fi rm. T ere is certainly an element of risk being an early adopter. With proper planning, we are willing to take risks.” Over the past few years, there has been a notable trend in the profession. Too oſt en, fi rms adopt a new tech- nology or platform, like Twit er or Facebook, simply because everyone QR Codes & Mobile Websites 101 QR codes and mobile websites are a new concept in the profession, and not yet fully understood. T ere is no doubt that these exceptionally cool initiatives will prove to be valuable to fi rms, but that can’t happen until fi rms really “get it.” To help, here are few fast defi nitions: QR Codes — In simplest terms, else is doing it. “We don’t operate that way,” Majchrzak stated. “We have to get a feel for it fi rst and know that it will provide value. Otherwise, it’s just adoption for the sake of adoption.” True to form, FMB invested sig- nifi cant time researching the latest phase of their advanced marketing program — QR codes and mobile websites. Majchrzak and his team studied the new technology in order to determine how it fit into their current marketing plan. Majchrzak explained, “T ere are many pieces of the puzzle when it comes to a successful marketing program. You can’t just force fi t in a new piece. You have to fi rst understand where it fi ts in and how it will enhance what you are currently doing.” STATS AT A GLANCE Year founded: 1958 Total employees: 250 F/T Offi ces: Offi ces in Buffalo, Batavia and Rochester, N.Y. Firm description: Service-minded fi rm with local, national and international reach Accounting applications of choice: CCH’s SaaS suite, and other select solutions such as Copanion’s GruntWorx, Superform STF and Sharepoint Firm website: www.freedmaxick.com 6 August 2011 A g st 2011 • www.CPAPracticeAdvisor.com CPAPracticeAd isor com QR (Quick Response) codes are barcodes that are readable using a smartphone barcode reader app. QR codes aren’t a new technology. In fact, UPS (United Parcel Service) has used the technology for years. Codes are found on package labels and allow data to be decoded at high speed. In relation to mobile websites, users can scan QR codes and imme- diately access the site without having to launch a browser or type a long URL. Mobile Websites — Mobile sites are exactly what they sound like. T ey are websites that are built to be viewed on mobile devices like a smartphone or iPad. Sites are format ed to display on a smaller screen, which mitigates scrolling to view contents. Getting into the Mobile Space Entering the mobile space was a necessity for FMB. With the prolif- eration of mobile devices, the fi rm focused on deepening its presence by delivering relevant, current content to fi nancial and business clients that are typically on the go. T e fi rm’s fi rst QR code-enabled website was launched within the last few months. T e mobile site is dedi- cated to the New York State Excelsior Jobs Program and off ers up-to-date information on program criteria and available tax credits. It’s meaningful, Eric Majchrzak, Director of Marketing, Freed Maxick & Battaglia, PC timely information that’s easily accessible. And how it works is easy. Users scan the QR code and are immediately directed to the mobile- friendly site. “T e Excelsior site was our fi rst QR code and mobile website initiative,” stated Majchrzak. “Our goal was to put useful information in the hands of our clients through the mobile channel. It’s another powerful touch point.” T e fi rm also recently sponsored an iPhone application. Partnering with local print and radio media, FMB was able to align its name with the mobile app without having to actually develop it. “T is is another example of how we first educate ourselves on the technology,” said Majchrzak. “We have no experience developing an applica- tion, so we leſt that to the experts. T rough a sponsorship, our name is tied to the technology while the onus of development and maintenance is with our partner. T is allows us time to get comfortable with the platform until we are ready to develop our own.” Without Proper Planning, You are Sure to Get Lost T ere’s a lot to know about building a successful marketing program. And every day it seems like a new technology