Marketing Strategies And Why Marketing Is A Good Friend, Acquired Liberty Tax Services

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Two years ago, Chris Chatwin, a good friend, acquired Liberty Tax Services here in Pocatello. In several conversations with him about Liberty Tax, he has mentioned that his business is more marketing then it is tax preparation. This comment didn’t make sense to me having worked in a CPA firm for three years and marketing wasn’t something we focused on much. For this reason, Chris’ marketing comment has always intrigued me about his business. What a great opportunity this is for me to learn about his marketing strategies and why marketing is so important to him. Hopefully I will be able to assist him in improving his brand here in the Pocatello area. To begin our interview, I asked Chris to give me his definition of Marketing. He told me, “Marketing are the methods employed to create brand recognition and bring in customers or clients.” This definition is in line with his Marketing philosophy because Liberty Tax is all about attracting new customers and getting the brand recognition engrained in individual’s minds. One aspect that I feel he is missing in his definition is retaining his customers. The longer I spoke with Chris about his marketing strategies I realized Liberty Tax is more focused on attracting customers and is successful in obtaining new clients but lacks the actions and efforts in retaining them. Liberty Tax is known for its Guerilla Marketing Strategy. Essentially, this marketing strategy is creating the flash, creating the image and catching the

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