Keynotes

Keynote: Your Practice Identity—Your Key to Positioning, Promoting, and Profiting from Your Expertise

Tuesday, December 12
8:50 a.m.–8:50 a.m.
1 hour CPE
This session will discuss ways for attendees to market themselves as the "go to" expert by identifying key areas for one's practice that will lead to growth and success.

Learning Objectives:

After completing the session, attendees will be able to:

• Identify the key factors to powerfully position themselves as the "go to" expert in their market
• Describe why their marketing isn't working and why it may not matter
• Define the key focus areas for their own practice growth and success

Fields of Study:

1 Communications and Marketing

Prerequisites:

Basic: Learning activity level most beneficial to individuals new to a skill or an attribute

Advanced Preparation:

None

Mel Abraham

Mel  Abraham

CPA, CVA, ABV, ASA

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Keynote: 10 Practice Development Tips for 2018

Wednesday, December 13
8:00 a.m.–8:50 a.m.
1 hour CPE
Today’s accounting and financial services firms face numerous challenges—mergers, increased competition, commoditization. While many firms are struggling to grow, there are also opportunities to thrive in this environment.

In 2017, Hinge conducted several surveys and analyzed data that provided a solid understanding of the marketing and business development environment for accounting and financial services firms.

Join Lee Frederiksen as he shares the top insights Hinge gained from our research. He will explain how you can apply this knowledge to your practice development plan for 2018. These top 10 tips will help practitioners lay a strong foundation for business success in the year ahead.

Learning Objectives:

After completing the session, attendees will be able to:

• Identify best practices in accounting and financial services marketing in areas such as specialization, differentiation, and metrics
• List effective ways that their firm can embrace growth and visibility into the new year and beyond
• Apply research-based marketing strategies to their practice development plan

Fields of Study:

1 Communications and Marketing

Prerequisites:

Overview: Learning activity level that provides a general review of a subject area from a broad perspective

Advanced Preparation:

None

Lee Frederiksen

Lee  Frederiksen

PhD

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