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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.
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.”
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?
Recent Posts
Part 3: The Fifth Dimension - Display Advertising
By Joe Walsh
Posted on 04/10/08 at 4:25 pm
In our first two installments of “The Fifth Dimension,” we documented the shift by advertisers away from print to online advertising. Or perhaps it would be fairer to say that advertisers now include online as a significant portion of their overall budget. We noted how innovations in technology (the Internet, BlackBerries, cell phones, etc.) were driving that shift. We explained organic search engine optimization—what you can do yourself to improve your Google rankings. And we dove into Google’s paid AdWords program to introduce you to that arcane world of media buying.
As for our own experiments with paid AdWords? Last week we received five calls for engagements via Google AdWords. Three were a poor fit for us, but two were right in our wheelhouse! We believe this is because we took the time to understand the medium (We love Google but neither their sales people nor sales literature is very clear) and adjust our online presence to match our goals. If your firm has urged you to focus on sales leads in these troubled times, consider AdWords (and call us to help!).
In this final installment of “The Fifth Dimension,” we want to introduce you to the world of display advertising. Digital displays—the now ubiquitous banners and other rich media (video, sound, etc.) you encounter every day on the Web—account for one-third of all online spending:
Source: ZenithOptimedia Group, December 2006, Via eMarketer Inc., New York; “2007 Marketing Fact Book“
You just heard about our success with AdWords (cf. chart above: 45% search), but according to Razorfish, “Media purchased on Yahoo! has shifted aggressively from search to display advertising.” In other words, you can expect to see the display segment grow over the coming years in proportion to the overall pie.
Great online display advertising—like all advertising—requires great creative and a smart media buy. In Part I, we reported where C-suite buyers were spending their online time. Those broad statistics, however, reflect the habits of all executives but do not reflect the specific interests of your buyers. Finding niche sites and blogs for your targeted ads will improve your effectiveness and stretch your advertising dollar.
Tags: Banner Ads, Media Buying, Online Advertising, ROI, Video
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.
Tags: Media Buying, Online Advertising, ROI
