Branding

There is no one size fits all approach to advertising on TV. There are many factors that go into creating a strategic advertising plan for each law firm in each market. Things like demographics, budget, competition, product, etc., all help determine how an effective campaign is built for a law firm. With that being said, there are still two common schools of thought when it comes to planning a media campaign: the targeted approach vs. the shotgun approach.

Target Shooting – You Want a Specific Case

The targeted approach is better for advertisers that are looking for a very specific type of case or have a limited budget and thus want to focus on attracting a certain type of case. Target shooting requires the firm to specifically identify what type of case they would like to attract and then creative is produced to attract the type of case the law firm desires. Once the creative is produced, the media buy is centered on that particular creative and specific programs and/or networks are selected that have high viewership with the client the law firm is looking to attract. For example, motorcycle campaigns are very targeted campaigns that focus on trying to bring in cases involving motorcycle accidents. Specific creative is produced and media is placed on networks and programs where motorcycle riders are most likely to be watching.

Shotgun Approach – You Handle a Variety of Cases

Where the shotgun approach is different is that a firm using the shotgun approach is targeting a variety of cases specifically related to PI, or domestic law or criminal law, etc. The shotgun approach is more likely to be used by firms that have a larger budget and have the ability to refer cases out if the law firm can’t handle certain kinds of cases. The shotgun approach is likely to be more expensive since the firm is looking to try and take in as many cases as possible and target as many people as possible. As such, the creative messages for a shotgun approach could be more general and cover broad areas of a firm’s practice. Law firms using the shotgun approach need to be disciplined during intake and truly understand which cases will benefit the firm the most. An extensive referral network would also be beneficial for law firms employing the shotgun approach, as many cases will likely come through the door that the firm can’t handle.

What Approach is Your Law Firm Using?

Is your law firm using a targeted campaign when it should be taking a more broad approach to the marketplace? Or, is your firm struggling to make noise in the market with a shotgun approach and you’re beginning to think a targeted approach might make more sense? Either way, it is important to know where your firm stands and use an approach that will be most efficient for
your business. Does your firm need help with identifying the most effective approach your firm can take with its advertising budget? If so, contact Network Affiliates today for an audit of your current marketing efforts.

Having an in-house marketing manager for your law firm in addition to retaining an ad agency seems redundant, doesn’t it? After all, isn’t a marketing manager’s job to handle all aspects of your law firm’s marketing? So, wouldn’t it be duplicative to pay an ad agency for the work your marketing manager is supposed to do? However, in practice, a marketing manager really can’t do everything a full service ad agency can do. But your marketing manager can really help your law firm’s marketing perform well by working closely with your agency.

Who Keeps Track of Your Law Firm’s Advertising?

Did you have a tough time answering that question? If so, your firm could use a marketing manager. Your marketing manager should always know what tactics are implemented and how those tactics perform. By keeping better track of your firm’s advertising, you will be better equipped to talk with your agency and develop more specific strategies to improve your marketing efforts.

Better Understanding = Better Creativity

Where a marketing manager really pays off is in relaying a better understanding of your firm to your advertising agency. The more an agency knows about your firm and your practice, the more educated they are to develop marketing strategies that fit your firm and your market. While advertising agencies are able to do competitive research and understand the media landscape, it can be challenging to take the pulse of a client and understand a firm’s personality. Ad agencies can also have a difficult time understanding what a firm’s goals and objectives are and whether those goals and objectives are being met without a point person.

Relationships are Key

At the end of the day, relationships are paramount for the success of any business venture. Without a symbiotic relationship with your advertising agency, your law firm’s marketing could suffer. Marketing managers help aid the information sharing that goes on between your firm and your ad agency and can help come up with ideas and tactics for your firm’s marketing campaign. Marketing managers are especially important in law firms where the partners don’t have time to keep track of their own marketing efforts. If no one in your firm is keeping track of your marketing, then how do you measure success? For ideas on how your firm can better track its marketing efforts, contact Network Affiliates today.

Many businesses suffer from an inability to properly define their business, and law firms are no different. What types of cases allow you to be the most profitable? Many law firms simply try to take whatever case comes their way in their chosen practice areas. While some firms are successful in handling a high volume of cases, even high volume firms must define what cases are the best and allow them to be as profitable as possible.

What Cases Pay the Bills?

When looking at your firm’s cases, which ones keep the lights on and which ones make a good year a great year? Most businesses experience a phenomenon called the Pareto principle. The Pareto principle originally stated that 80% of the land in Italy was owned by 20% of the population. In business, a common maxim is that 80% of your sales come from 20% of your clients. Thus, logic would dictate that your firm should try and acquire more of those large cases that make your firm’s year. But are big cases really the only thing your firm should focus on? After all, everyone wants big cases. The answer is probably a combination of cases is most profitable.

What is My Firm’s Core Competency?

A better question for your firm to ask is what case is really your firm’s core competency? For some firms, it may be products liability or complex litigation for personal injury cases. For other firms, a core competency could be handling simple personal injury claims quickly. Whatever your firm is good at should be the type of case your firm should focus on acquiring more of. The big cases will come if you develop a good enough reputation for handling a specific type of case. It is very rare that your firm will get a crack at a large products case without first proving yourself on a smaller case. The same thinking applies to personal injury or medical malpractice as well. Some may rubbish this line of thinking by saying that luck matters more than experience in acquiring large cases. We don’t think simply chalking business up to luck is accurate. Rather, firms must make their own luck in order to be successful.

Luck = Preparation + Opportunity

A teacher of mine in high school used to repeat his mantra of luck occurring when preparation meets opportunity. In terms of business development, businesses have to make their own luck by being prepared for opportunities whenever they might arise. Law firms should also try and make their own luck in terms of generating large cases by being prepared for when opportunities come knocking at your door. In order to be best prepared for these large case opportunities, your firm needs to know what its bread and butter case is and try to be the best it can be in that particular practice area. Through experience and developing a strong track record in trying certain cases, your firm will be able to capitalize on opportunities and see more of the types of cases that keep your law firm afloat. Many of these high value cases will come from referral sources as we have stated before, so it is in your firm’s best interest to handle every case with the same attitude and dedication no matter its value. You never know when a small case can turn in to a business development source. To learn more about generating high value cases, contact Network Affiliates today.

The last impression you leave with your current clients is extremely important. They are officially going out into the world as either a brand advocate or a brand antagonist for your firm. Firms have the power to sway clients’ opinion, but very few take the necessary steps to do so. It is all about what you leave them with.

Give them something to talk about

Write a sincere letter explaining your appreciation for their business, and your sincerity for their recovery to a normal life. Take it a step further and express your desire to help others in similar situations. Provide them with links to sites where they can express their experience. If you are worried about getting more negative reviews than positive ones, this gives you an opportunity to reevaluate your client services.

Tell us how you really feel

Give them an opportunity to tell you how you can better assist them. This can be done on camera or via email. If you send them a survey via email, make sure it is mobile compatible (browsed easily on a phone). The majority of your clients use their phone as their primary resource to access the Internet.

Follow up

There are several email platforms that allow you to schedule emails. Utilize these platforms to send a follow up email after a client’s settlement, just to make sure everything is going well. This is an extremely valuable way to build brand loyalty.

It is so easy to move on to the next client only to forget about the money and time you invested to get the client before them through the door. Nurturing those past-clients results in referral business, which means better quality cases; plus it makes everyone in the office accountable by measuring their current client approval rate. Contact Network Affiliates today to learn more about what your firm is leaving behind.