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October 30, 2006
ASK THE MAM -- Yellow Pages Advertising
DEAR MAM: Where do you stand on Yellow Pages advertising? My gut is that it is a waste. However, so many still spend so much on it. SINCERELY YOURS, SP, Minneapolis, MN
DEAR SP: You've struck a nerve. There is no entity that has less of a shot of getting a piece of marketing dollar from one of my firms than Verizon Yellow Pages or Super Book or whatever they call themselves. Dealing with Verizon is the worst vendor interaction experience that I have faced ANYWHERE on ANYTHING. I am in the process of looking for law firms that have had similar issues with Verizon sales personnel. Since I am not interested in getting into litigation with them, I'll leave it at that. However, firms with such experiences should contact me privately. I've had much better experiences dealing with the folks at Yellow Book. But that does not really answer your question. In some undersaturated markets, there are still consumer-oriented firms that see and get value from Yellow Pages-style advertising. However, the impact in today's market is far less than it once was. It has become an overpriced entity that is often too crowded to be effective. If you have a huge budget, I still put money aside for a Yellow Book, but if my dollars are tight, I go elsewhere first. Sincerely yours, THE MARKETING ATTORNEY
Posted by Micah at 04:44 PM | Comments (0) | TrackBack
October 27, 2006
First-Year Associate Marketing Plans
Recently, I authored an article on First Year Associate Marketing Plans: It is Never Too Soon to Start, for The Legal Intelligencer and Pennsylvania Law Weekly publications. More and more law firms are beginning marketing plan development for first-years, often setting the stage with introductory programs during the summer associate season.
While many firms are dropping big bucks on "attorney sales coaching" or "rainmaking" for senior associates and young partners, the reality is that these efforts would not be necessary if you started training them much earlier. While I often read about such "coaching" leading to million dollar paydays, the reality is that any focus or concentration on bringing in business will result in an increase. Unless you are just terrible.
If your law firm is interested in receiving a copy of this article, please CONTACT me. I would be happy to forward it along. It should provide a good guide to developing your own curriculum.
Posted by Micah at 09:25 AM
October 26, 2006
ASK THE MAM -- VANITY NUMBERS
DEAR MAM: I just read your response to the NY man who was asking about online law directories. I am just starting to market an 800 vanity number and want to know what are your feelings on vanity numbers? SINCERELY YOURS, KK, Santa Ana, CA
DEAR KK: Much like domain names, my first and often last question in response to a vanity phone number is "how intuitive is it?" Naturally, I see no value in a 1-800-ANTITRUST for a corporate law firm. However, for many plaintiffs' firms, a vanity number that resonates with the consumer can have tremendous value. Of course, it needs to be part of a solid, overall marketing plan. I often pass billboards for PI firms that highlight ridiculous phone numbers and web addresses. So ridiculous that I can not offer up an example, because they are so "not memorable." A number that sticks in my head after I get out of the car, or turn off the radio or TV, is a winner. That is the question you need to ask yourself. And when purchasing a vanity number from a third party (not the phone company), you should take a hard look at the cost versus the potential benefits. Thanks for writing. Sincerely yours, THE MARKETING ATTORNEY
Posted by Micah at 01:28 PM | Comments (0) | TrackBack