Law Society Marketing Solicitors Brand?

So the Law Society is once again spending hundreds of thousands of pounds promoting the brand of solicitor. Is it worth it?

Having reviewed their previous efforts, including the “Help, I need somebody” campaign based around the Beatles song of the same name, I think not. The problem with the Law Society model of advertising is that it is “brand advertising”. They are trying to promote the brand of solicitor and this type of marketing needs massive resources to be effective. It would require millions of pounds of advertising as opposed to hundreds of thousands of pounds. With a budget of this size the only advertising the Law Society should be undertaking (and this applies for all solicitors) is direct response advertising. This means creating an advertisement that requires one action to be taken immediately. It should be focused on one area of law (the Law Society are trying to promote every single area of law in one poster which will never happen) which allows you to be far stronger with your message and is more likely to lead to results.

When Tesco undertakes “brand advertising” it still has one simple message, which is usually that it is trying to save you money. It will present this message through packaged meal deals or specially reduced priced products. It does not advertise the fact that it supplies apples, bananas, baked beans, spaghetti hoops, shaving foam etc etc. It does not do this because it knows it would not work. If this is the case why is the Law Society spending your money in this way?

I would appreciate your comments below as to whether you think this would be good use of your practising certificate fees.

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Case Study

Beating the big boys whilst spending a fraction of their budget

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Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

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It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.

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