Question

Topic: Advertising/PR

Targeting Litigators

Posted by Anonymous on 5/19/2010 at 10:07 AM ET 500 Points
Hi,

Thank you for reviewing my question.

I am the President of a small Residential Architect firm and we want to start targeting litigators (who want to build a new home / family retreat) as a demographic.

What is the best way to reach litigators, both offline and online.

If my question is too broad, feel free to ask questions and I'll be more specific where I can.

Looking forward to your answers.
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RESPONSES

  • Posted on 5/19/2010 at 12:27 PM Author
    Thanks for the feedback Phil.

    1.5 years ago we decided to tackle the market demographic by demographic. It hugely increased the effectiveness of our marketing dollars, and thanks to this strategy, we came out a year later with the same amount of business we had before the recession, despite the industry still being very depressed.

    Targeting our message and dollar has a phenomenal impact on our conversion rates, and we want to remain targeted going forward. Our marketing messages cannot be everything to everyone and still convert optimally.

    The next demographic we target is litigators or attorneys.
  • Posted by telemoxie on 5/19/2010 at 3:20 PM Accepted
    one sort of off the wall idea would be to offer to host meetings/training sessions/legal seminars/retreats at no cost or at a reduced cost at one of your existing buildings.

    do you have a national focus, or a local or regional focus? It seems to me that this sort of approach would work better regionally than nationally.
  • Posted by Lorenz Lammens on 5/19/2010 at 9:53 PM Member
    Telemoxie,

    thanks for the idea. We are looking to promote the business locally and a seminar would be a good idea, although perhaps limited in reach. Need to think about that one.

    Karen, associations are a great suggestions. I don't think direct mail will get past the gatekeeper, but LinkedIn is definitely something we'd explore.

    Thanks for these valuable ideas.
  • Posted on 5/20/2010 at 5:17 PM Accepted
    Why not google attorneys in your vicinity (or use the yellow pages) and put together a knock-em-dead piece that would be delivered to their office addressed to them individually. Maybe it's chocolates - flowers, something out of the ordinary. (It better get past the gatekeeper - because you send a follow-up letter that says, hope you enjoyed the chocolates/ flowers, whatever.) The pitch - as I see it - is professional to professional and along the lines of "you may not be in the market now - but if and when you are - think of us." Maybe there is a way to communicate it even closer to their field. So it comes off as - you never know when you'll need an attorney, but when you do - contact us. If there is a way to compare the craft of practicing law - with architecture - that's great too. Maybe you can send Frank Lloyd Wright business card cases with your card in it to them? Has to be a classy approach.

    Good Luck!

    CVN
  • Posted by Jay Hamilton-Roth on 5/22/2010 at 8:16 PM Accepted
    Advertise in the journals that they already read. That's the surest way past the gatekeeper and onto their desks. If you can, interview a litigator who has just purchased such a home/retreat and write a story around them. It's easier to sell by having someone imagine themselves in others' shoes.
  • Posted by Jay Hamilton-Roth on 5/22/2010 at 8:17 PM Member
    Advertise in the journals that they already read. That's the surest way past the gatekeeper and onto their desks. If you can, interview a litigator who has just purchased such a home/retreat and write a story around them. It's easier to sell by having someone imagine themselves in others' shoes.
  • Posted by Lorenz Lammens on 5/27/2010 at 7:25 AM Member
    Thanks to everyone for answering my question. Much appreciated. I am closing this question and awarded the points.
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