May 2011
Current Events & Law Firm Marketing Strategy
While we strongly advocate having a detailed strategic marketing plan on which to base your marketing efforts, sometimes you have to set the plan aside and go an entirely different direction. I was reminded of this when the recent tornadoes ripped through the United States and caused so much death and destruction.
Several of our law firm clients were impacted by the tornadoes, both on a personal level and on the business side when a lack of power and dangerous road conditions temporarily shut down operations. As area businesses get back to work, it is not just business as usual. The marketing plans that many firms had in place don’t make sense in the immediate aftermath of a natural disaster. It’s time to press “pause” on law firm marketing strategy and take a close look at what makes sense today. Some things to consider:
1. Get your staff involved in a community service project to assist victims. For law firms, it may make sense offer some free legal services to those impacted or to set up a temporary location near the damaged area so those in need of your services can get there. Use advertising dollars to get the word out that help is available.
2. Help to promote awareness of the issues facing victims on your social media sites and give readers a link to make donations to the American Red Cross or other worthy charity to help victims.
3. Publish articles that deal with specific issues people are facing now. This may include information on how to deal with the insurance company on a property damage claim, the types of government assistance that are available to victims or details on when and how to file for Social Security disability. Many of these folks may not have access to the Internet, so look at options for getting printed copies to them.
When people have their foundations rocked, they appreciate the assistance so many others are willing to give. And while they may not need the services of your law firm today, they will remember that you helped them in their time of need. Jeanne Frazer heads up The Expert Speakers, a group that provides marketing, management and motivational speakers, writers, coaches and mentors with expertise in all facets of marketing and management for law firms for events, seminars and workshops. Frazer is also president of vitalink® a creative + strategic marketing think tank that specializes in marketing for attorneys, law firms and legal associations. Jeanne may be reached at jfrazer@theexpertspeakers.com or 919.850.0605.