Wasting Marketing Dollars

Studies have shown that marketing is significantly more effective when specifically tailored to the client group that you are attempting to bring in. This means that an advertisement that calls out to specific legal issues would see more return on the investment compared to one that simply summarizes your firm. In order for tech-age firms like ours to take advantage of this knowledge, you need to know the composition of the client group that you are trying to reach, which than allows you to derive marketing strategies that would most appeal to that group.

Discovering that composition can be a little more interesting for tech-age firms. While our technologies allow us to better accommodate all sorts of different clients, there is a large group of clients who are not able to fully appreciate our comparative advantage, and will never come through our doors. This group is apprehensive about our break-through models , and will always be more interested in the traditional, and "proven", method of legal services, no matter how much you spend trying to show them the better way.

The clients that are going to realize, and fully embrace, what tech-age firms can do are a little different than their traditional counterparts. These clients are ones with a basic understanding of technology, have the ability to utilize the Internet, and are free of the old mindsets of how legal work is "supposed" to be done.

This means that there are camps of loyal clients who correspond to the different camps within the legal field, and firms who are looking to make the most of their marketing dollars will find the greatest returns by targeting their own camp of clients. While the camp for the traditional firm is larger than ours, this doesn’t mean that there are those who cannot be saved from the chains of our outdated counterparts. This is because there are so many technologically savvy clients that go to their local A, B & Associates simply because they don’t know another way. Marketing targeted towards these clients, and those mentioned above, can be an extremely effective use of resources, but it is important to realize that there are those clients that will simply never be interested in our capabilities. In doing so, we can save those precious marketing resources and avoid wasting them on endeavors that would not bring returns.