Can collective marketing for law firms work?

Last week I was invited to take part in a panel debate chaired by Professor Stephen Mayson at a conference entitled Key Strategies for Law Firms. Alongside me on the panel were Quality Solicitors, Russell Jones and Walker and Blakemores. The subject was Collective Marketing vs Single Firm Brand Identity. I also ran a workshop with the hypothesis that "A sustainable legal brand can be achieved through collective marketing".

My view on these topics is pretty unsurprising. Of course, I think it is possible for law firms to achieve sustainability or, more importantly, profitability through collective marketing. However, it won't work for everyone. Sharing resources purely for the hope of reducing costs does not necesarily mean that the outcome will be effective for the participants.

The most successful examples of collective marketing producing measurable and solid results for those participating have a common feature; an easily identifiable product or service aimed at the consumer. One brand that has succesfully acheived this is Interflora. There are also a number of examples in the hotel and travel industry, opticians and retail.  In Interflora's case the consumer knows the quality and service that they can expect by using an Interflora endorsed florist. How that florist is run and who owns it does not matter greatly to the consumer. Provided the florist adheres to the accepted service level the consumer's faith in the brand remains.

Using this model for legal services is more complicated but certainly achievable. The key to successful collective marketing is ensuring that the message to the consumer is clear and consistent. The consumer of a legal product such as a simple will or conveyancing wants a fixed price, an experienced lawyer, good value for money and clear communication. Variations in price, methods of delivery or service are dangerous when consumers have all the tools that they need to compare providers and shop around. Marketing these key features of products collectively and keeping things simple will ensure that it is not only possible but profitable for firms to benefit from collective marketing.

I said much more about this at the conference and will I am sure be saying lots more about it here too!!

All the best

Gary

Blogging, podding and branding

Since my first blog post last week I have been hurled headlong into the world of social media and commentating on the Legal Services Act. Unsurprisingly, mostly people want to know my views on law firm branding.

I recorded a podcast in the esteemed surroundings of the Law Society reading room. When it has been edited I will mention here where it can be dowloaded. I have written a couple of articles for other companies newsletters. Again, I will publicise my writings here when they are available. I have also had my first experience of being an expert pannellist at Conscious Solutions conference which touched on the Legal Services Act amongst other issues facing law firms at the moment. Alongside me were the directors of Contact Law, Quality Solicitors and Wigster.com.

One of the more interesting debates was around branding of law firms. Why should a law firm spend money on joining an existing legal brand such as HighStreetLawyer.com rather than spending money on its own brand? This is a topic that law firms have only really had to think about before when considering their position against other similar law firms. Now, a law firm's position and identity needs to be compared against other established companies looking to take an increased market share of the legal services market. Some of these organisations are already well known brands whose public persona is instantly recognised by consumers. Others, such as HighStreetLawyer.com aim to provide the public with clear brand qualities so that the consumer knows the intrinsic values of using them to provide their legal services.

Small general practice firms therefore have to add branding and identity to their lengthening list of strategic dicsussion points. First though, they need to understand what a "brand" is. Is it a new name and a fancy logo? Is it a set of values? Is it a cultural review of the firms behaviour? Can there be such a thing as a legal brand? Once firms have a basic understanding of this they can consider whether they will benefit from reviewing their own brand or becoming part of a larger organisation and taking advantage of someone else's branding and messaging.

I will be talking about this subject on Wednesday 18 May at the LawNet conference. I will let you know my own views in more detail in future posts.

HighStreetLawyer.news

Hi,

Welcome to HighStreetLawyer.com’s news update.

Conferences

I will be speaking at a number of conferences over the coming weeks.

I will be in Coventry on 12 May at Conscious Solutions annual conference. On a panel alongside Quality Solicitors, Wigster and Contact Law, I will be discussing Referrals and Branding – The Various models.

On 18 May I am appearing at NetLaw Media’s Key Strategies for Law Firms 2011.  The keynote speaker is “Mr Loophole” Nick Freeman. I will be discussing Solicitor Consortiums as well as running a workshop on Building a sustainable brand through collective marketing.

CPD

HighStreetLawyer.com is very pleased to support the CPD courses run by Legal Focus. Legal Focus run affordable CPD courses aimed at High Street general practice solicitors and have two courses planned for May; 25 May 2011 Immigration Update and 26 May 2011 Pre-nups; Policies, procedures and Precedents. Both courses take place in Central London.

Mention HighStreetLawyer.com when you book and receive a 15% discount. Legal Focus are already taking bookings over the phone on 0208 239 7264 or can be booked via www.legal-focus.co.uk

You can also get CPD points at excellent value from attending First Title’s CPD roadshows. The list of roadshows is at http://www.firsttitleinsurance.eu/events_and_training/2011_cpd_roadshow The cost is so competitive we can’t get you a discount but please mention us when booking.

If you are attending any of these events and would like a one to one to find out more about HighStreetLawyer.com please contact info@highstreetlawyer.com and mark your email “One to One”.

Indemnity renewal time

Unfortunately, it’s time to start thinking about your indemnity cover again. Fortunately, St Giles PI are running a series of seminars across the country to help with this task. Seminars are free and you get CPD points. They are held in London, Manchester, Leeds, Bristol, Cardiff, Birmingham, Bournemouth, Brighton, Newcastle and Torquay. Further details can be found on www.stgilespi.co.uk. A representative of HighStreetLawyer.com will be at each St Giles seminar so if you would like to find out more about us please let us know which seminar you will be attending.

HOPP

We are very impressed with the new Home Owners Protection Policy developed by First Title. The HOPP is a new type of title indemnity policy available to homeowners and covers a range of risks not normally covered by indemnity policies available from sellers. You can find out more about it at www.thehopp.co.uk . Have you used the HOPP? Would your clients benefit from it? First Title want to know the views of High Street practitioners. Let us know what you think at info@highstreetlawyer.com and we will pass your views on to First Title.

Please feel free to pass this on to friends and colleagues who may find it interesting.

Kind regards

Gary

Gary Yantin

Managing Director

High Street Lawyer Limited

0203 326 1234

07931 869027

www.highstreetlawyer.com