Frequency vs. Reach
One of our clients, a professional services provider, was considering spending a lot of money on an ad in a special supplement to a widely read publication. The amount in question far exceeded what they normally spent on any kind of marketing. We advised our client not to “put all their marketing eggs in the […]
Does Your Logo Need a Refresh?
Several clients and prospective clients have come to us recently with the notion of redesigning their current firm “look” to modernize it, make it more recognizable, or provide more flexibility on the firm’s future marketing materials. While these can all be good reasons for a redesign, it’s best to look past the surface variables and […]
First Impressions Last
I took a family member into a local outpatient surgery center this week. As we stepped out of the elevator, the first thing that jumped out at me was the amateurish-looking lettering on the wall signage welcoming visitors to the surgery center. The wording was composed of the kind of letters you buy from a […]
When Tough Means Confident
When I recently met with two senior-level professionals from a prospective client firm, one of them stated that a certain marketing tactic doesn’t work. I respectfully pointed out that there may be another point of view and explained how they could make that particular tactic work for the firm. The other professional commented that I […]
JELL-O Marketing
Think about plunging your hand into a large bowl full of JELL-O and trying to grasp hold of some. It’s impossible to get hold of because it just slips through your fingers. That’s the image that comes to mind when professionals talk about certain target markets, such as high net worth individuals, entrepreneurs and corporate […]
Marketing for All Ages
A lawyer-client in her mid-fifties has been practicing for three decades. She is a successful litigator and a partner at an established firm, but has never been a rainmaker. Now, however, with business slower at the firm, and she is facing the challenge of learning how to develop business. This was our question to her: […]
An Education in Marketing
Last week, in two separate meetings to discuss law firm marketing I met with very successful trial lawyers who attributed a portion of their success to their schooling and experience in secondary education. One of these attorneys had studied secondary education as an undergraduate but never taught in a classroom; the second attorney taught high […]
Why Set Google Alerts?
How do you stay up-to-date on the latest trends in your industry? What are people saying about you and your firm? To answer these questions, set up a Google Alert. A Google Alert is a program which monitors the web and sends you relevant email updates on your search term or query. To stay current […]
Why Branding Works
I saw a terrific example of why branding works on my recent vacation in Australia. Burger King is named Hungry Jack’s there. When BK decided to establish franchises in Australia, the name Burger King had already been taken by another takeout place. The Australian franchisee chose the name Hungry Jack’s, but used the same logo, […]
Cross-selling Professional Services
Do your current and former clients only associate you with professional services you have already provided to them? If so, your ongoing challenge is to educate them about the other services you can offer. Unless you gently, but steadfastly promote your full range of professional services, they may not think of you when they have […]