Legal Marketing Association conference
Ad gurus Nancy Vonk and Janet Kestin of SWIM say that law firms need to take a chance in their marketing collateral and it is up to the legal marketing department to drive the bus.
Speaking at the Legal Marketing Association annual meeting in Toronto, the women, formerly of Ogilvy, gave kudos to Torys LLP mergers and acquisitions video.
They says law firms are too focused on details, things like their rankings and deals, rather than trying to build a brand that tells the market what they do and how they are different from their competitors.
Blogs are too boring and web sites too similar. You can simply cut and paste one law firm name over another.
But some firms get it.
The women say law firms need to be thought leaders and share knowledge and information. Tell your market about trends. Steal from packaged goods marketing and tell a story.
You need to put a “stake in the ground” and tell the public about your service. It’s not about the case you won. “Generic isn’t the way to go. Identity matters.” Differentiate yourself and tell a story.