The decision to work with a marketing firm or consultant is
not an easy one. Lawyers are not necessarily marketers by nature and they don’t
teach practice building in most law schools. Hiring a marketing vendor requires
an investment and that doesn’t even include the expenses involved in the actual
purchasing of ad space, pay-per-click services, broadcast time, printing
services, etc. It also does not include the significant investment of time that
will be required as well.
But once the decision to move forward has been made, how do and
how should law firms go about the actual selection process?
Part of the answer lies in determining what it is that the practice
hopes the marketing vendor will help the firm accomplish. Generic goals such as greater exposure, more clients, more revenue,
etc. are not nearly as helpful as tight, specific objectives, such as seeking a 10% increase in new client revenue
over a 1-year period, raising the profile of the family law department among
the rest of the legal community, or raising
the image of the firm so as to justify higher rates. These are more
action-oriented directives. One might even call them strategies vs. objectives.
And if a firm cannot, on its own, reach a consensus as to these types of
guiding directives, then it is probably best served by seeking an experienced
marketing vendor or professional who can look at the practice from a holistic
perspective.
An objectives-driven approach is infinitely better than one
that simply suggests that the firm needs a new ad campaign, or a revitalized
web site, or better signage for a trade show booth. This is because it is often
a blending of several marketing tools that gets a firm to where it needs to be.
A new ad campaign suggests perhaps a new image altogether, which in turn may
affect not just the campaign itself, but the web site as well. A revitalized
site is enhanced with a more concerted search engine optimization (SEO)
program. And that new signage may be deemed necessary to attract more visitors
to a trade booth, though an ad in the show guide, or a press release promoting
a giveaway may do likewise.
The point is things work together in different ways and it
is incumbent upon the law firm to select a vendor well-versed in the art of
developing the best marketing mix…and doing so within dollar and time
constraints. For example, too often we have seen a law practice suddenly cut
its advertising efforts or its PR campaign in favor of some service offering
quick results via SEO or pay-per-click. The truth of the matter is that each of
these types of marketing tools serve different purposes and have different
strengths and weaknesses. The SEO vendor, the newspaper, the direct mail house,
etc., are all there to provide specific services – regardless of the unique
challenges of the firm. They may well be part of the solution to a specific
challenge, but each is offering that service to the firm regardless of the firm’s unique needs.
Net net, in choosing marketing vendors, it is better to
select those that either a) offer a truly holistic approach or b) clearly
address how their services can be a vital part of the firm’s overall marketing initiative.
Once the firm has decided upon the type of vendor it is
seeking to hire, the next step is determining the criteria on which it will
base its decision. Marketing vendors come in many shapes and sizes. As stated, some offer very specific
services. Others are more broad-based. But the same holds true in other areas
as well. Some may focus
exclusively on the legal industry, others, any industry. Some will be situated
close by the firm, while others may be in remote locations. Some may be large,
others small. Knowing what it is that the firm considers important will
make the entire process go more smoothly.
Next, it’s critical that the firm outline very clearly to
its potential vendors those pre-determined objectives and qualities which it is
seeking. This is vital as it
serves to move the process along more efficiently.
Then the ball moves towards the potential vendors. The
firm’s decision makers must ask themselves whether the firm needs all of the
bells and whistles the vendor is offering. How do the vendor’s services align
with the stated requirements? How well did the vendor “listen” to the firm’s
statement as to its needs. Does the
solution offered and/or the marketing tools being suggested make sense in terms
of achieving stated objectives? Is
the firm’s budget for the marketing endeavor being taken into consideration?
Answers to these should go a long way towards ascertaining whether the vendor
represents a good fit.
Obviously, cost is also always a consideration. Suppliers
that are either much higher or much lower than their competitors should always
be viewed at with suspicion. But
even more important is the existence or lack of chemistry between the firm’s
decision makers and the vendor. It is an intangible that is difficult to
quantify. Firms must ask themselves whether the vendor matches them in terms of
its personal style. A law practice that is by its nature more formal may do
well to hire vendors that are similar minded. The same holds true for the
practice that has a more casual atmosphere. Flexibility is another key variable…Will
the vendor work within the parameters the firm has set and is it able to adjust
on the fly when situations change? And last, the least costly, flashiest, most
experienced suppliers are worth nothing if they are not serious about simply
working hard on the firm’s behalf.
Ultimately, in order to get the most out of a marketing firm
or consultant, there has to be a true partnership. From a business perspective, the relationship between a law
firm and its marketing provider is an intimate
one. Hence, it’s important that that relationship be one of honesty and
true benefit. And, if everyone actually likes each other and can also have a
little fun along the way…so much the better!
