They will appeal not only to low income and blue collar workers, but to upwardly mobile professionals and executives. Mass media advertising is the most efficient method to reach the market all taxpayers and such advertising requires multiple locations or advertising cooperatives. Advertising results are dependent both on the production of quality literature, print ads and commercials based on sound marketing principles and efficient, effective media buying strategies. Office site selection and leasing are also critical elements. The public has become comfortable with storefront professional services.
Tax preparation is a retail consumer service and is best suited to a retail shopping environment.
High visibility increases consumer traffic the lifeblood of a mass market business and reduces the necessity for mass media advertising. Alternative retail outlets that can be occupied only for the tax season represent a critical strategy for success. These sites include kiosks and temporary offices in shopping malls, leased departments in discount department stores, supermarkets, and even seasonal processing sites in check cashing and convenience stores. Management and finance expertise will also be critical to success, which, for the entrepreneur, means getting outside help from the most affordable and effective sources possible. An effective strategy might include tapping into syndicates and forming an executive advisory board as I did several years ago.