Issue 22

Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead

By Burkey Belser and Sue Allison

We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.

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Issue 21

Your Client Feedback Program May Not Lead to Satisfied Clients

By Sue Allison

I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”

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Issue 20

In Client Interviews, How Questions Are Asked Really Matters

By Greg Newman

In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?

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Recent Posts

Part 1: The Fifth Dimension - Isolating Your Targets Through Online Media Advertising

By Joe Walsh

Posted on 02/07/08 at 4:31 pm

Recently we were on a call with two partners at a well-respected law firm about their media strategy. They’re commonly viewed as a high technology firm. We chatted about familiar media outlets, then we asked them to consider online advertising. Our lively exchange came to such an abrupt halt that we suspected the call had been dropped.

“Hello? Are you still there?” we asked.

When they confirmed that indeed they were still on the call, they somewhat sheepishly—and with full understanding of the irony—admitted they don’t yet understand the medium or believe online advertising will deliver.

Why?

Because of a classical “thinking error.” They don’t respond actively to online ads themselves, thus they believe others are not motivated to notice or click though online ads either. This is exactly how great opportunities are missed.

The four biggest advertising media channels—print, television, radio and outdoor—now compete with a ubiquitous and rapidly changing fifth, the digital channel, for your advertising dollar because your buyers and influencers are spending more and more time online. As a service marketer building brand, service offering or recruitment campaigns, you not only have to understand the digital channel, you need to learn how to use it well. This, as you’ll read below, is easier said than done.

This is the first of a three-part series where we will try to help you understand online advertising. Consider Part I: The Setup. In this article, you will learn:

  • Why smart money is finding its way to online campaigns
  • Where and how often executive-level targets go online
  • The different types of online ads and their associated strengths and weaknesses
  • Best practices, including the need to integrate online and offline efforts.

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