Question

Topic: Strategy

Marketing To Professionals

Posted by Anonymous on 5/18/2009 at 10:57 AM ET 50 Points
Law firms are one of our market segment. Due to the culture of our company, we have not aggressively market our services to law firms especially the major ones. We are now working strategy to increase the awareness of brand name and services among lawyers. There were some suggestions (nothing exciting) made:
1. Direct email / mail to partners of the firm
2. Provide industry update / white paper

We got the lawyers directory to start with. I have questions
a) whether direct email (cheaper option than mail) works better since the norm email open rate is around 20%.
b) Should we target the partner or the end user of our services. sales seems to think hitting the partner level is the way to go. however, i feel target marketing works better.
c) does telemarketing works with law firms? any company out there have success story doing telemarketing hitting law firms?

Any ideas / comments made will be appreciated. Tks.

Lynn

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RESPONSES

  • Posted on 5/18/2009 at 11:19 AM Accepted
    Lynn,

    We've been very successful calling on behalf of clients into law firms, especially at the partner level.

    ...the one catch: there HAS to be a cost savings involved.

    Otherwise, as suggested by sales, you'll probably need an end user champion.

    If you can you give some insight into the service you're pitching, I could ask the team how they would craft the message.
  • Posted by michael on 5/18/2009 at 5:37 PM Accepted
    Lynn
    We've only done targeted campaigns. Sometimes we've had to go to the managing partner but response rates are very typical.

    Michael
  • Posted by michael on 5/18/2009 at 5:37 PM Member
    Lynn
    We've only done targeted campaigns. Sometimes we've had to go to the managing partner but response rates are very typical.

    Michael
  • Posted on 5/20/2009 at 12:08 PM Author
    Phil. thanks.

    I thought about advertising in trade magazine but the company I work for doesn't believe in advertising as it is difficult to measure. Getting testimonials from clients is also a difficult task in this situation. I will drop you in a email with more details.

    Lynn
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