The Stackpile

Nowhere is the transformation of advertising in the legal marketplace more evident than in Chicago, where a law firm’s racy billboard proclaiming “Life’s short. Get a divorce.” caused such a commotion that the city took it down after one week. The billboard, which featured a partially-clothed man and woman, drew scores of complaints but was evidently good for business. Social commentaries aside, the billboard underscores just how far the legal profession has come from a marketing perspective. Lawyers are blogging, webcasting, and brand building like never before.

Perhaps that is because, according to a recent study, only 30% of clients are happy with their law firms. Loyalty, like a partner’s practice these days, is portable. And with people being marketed to everywhere they go, word of mouth, business cards, and golf balls with the firm’s name on them are no longer cutting it. So law firms are acting more like businesses and less like, well, law firms. Here are the days of client-teams, marketing departments, and tag lines. Firms are dropping names off their letterhead for branding purposes and working with advertising agencies to develop websites that are as well designed as they are technologically sophisticated. And, like all good things, success begets success. When one thing works, firms are replicating it and wanting more—a new web-site becomes a new print campaign becomes, well, billboard advertising.

Which brings me back to the billboard and my thoughts: I came to the same conclusion that I suspect a lot of people in the legal profession did: what is good for business may not be good for the profession. Any time someone goes too far with something these days, there is a backlash. Just ask Don Imus.

Posted by Rebecca on May 31st, 2007
Filed under Advertising, Legal, Marketing, Media | No Comments »

From the ABA Marketing Network New England Chapter Spring Conference last Friday, it is clear that many banks are not focusing on their unique brand personalities, and further are not focusing on their target market’s needs. As more and more banks are increasing giveaways and gifts for their free checking products, there is a clear misunderstanding about the needs of their market – yes, the target audience wants a free checking product (who typically wants to pay for a checking account), but they need to feel compelled to open a new checking account with a bank that they trust and that provides further services or unique features that they want. And the experience of banking with the selected institution needs to be realistic to the marketing message. Giveaways do help increase new account acquisitions, but if these new depositors do not find greater benefits or a preferred experience with their selected bank, they are likely to move their account again for the next checking account giveaway.

Posted by Christina on May 23rd, 2007
Filed under Banking, Marketing | No Comments »