What Our President Can Teach Attorneys About Marketing

After less than 100 days into the new Presidency, there has been a lot of talk about what marketers can learn from Mr. Obama’s successful campaign for president and his subsequent campaign-style communications about his agenda.

/lawyermarketing101.com/Kevin Quinlan/ 04/14/2009

After less than 100 days into the new Presidency, there has been a lot of talk about what marketers can learn from Mr. Obama's successful campaign for president and his subsequent campaign-style communications about his agenda.

There is no secret to the fact that for the first time in history the Internet played an enormous role in political campaigning including fund raising, public relations, building communities and motivating average consumers to take action.  The key take-away is not the actual technology or the various components such as email marketing or social networking, but the campaign's ability to clearly identify their target audience and to use a combined online and offline approach to speak to them in a more personal way than ever before.  This president has methodically built his brand around change, accessibility and intellect, all in a comfortable way.  The manner in which the President has been promoting his economic stimulus plan is reminiscent of the style that got him elected.  

While personal injury attorneys may not be able to take advantage of the community organizing benefits of email campaigns, they certainly can work toward developing a more comprehensive understanding of who their core target is and strive towards making their message more brand-focused and personal.  Personalization can easily be achieved on firm web sites and social networking sites with the use of video and in the production of custom TV spots.

Additionally, the frequency and consistency of the communications from the campaign across all touch points was also significant.  Online and offline the messages were synergistic and invited consumers to take action and to become part of the process of change.  The message to be learned for law firms is that building clientele is about making a connection with your prospects.  By utilizing a media mix that includes both online and traditional advertising like TV, your law firm can become an authority on the web and build its credibility and top-of-mind awareness so that there is a sense of recognition when the need for an attorney arises among your prospects.

With all of the new technology and new media available, successful law firm marketing is still about the same fundamental principles-crafting a message that resonates with your target audience, capturing their attention at their time of need and persuading them to contact you.  

For specific recommendations on how to integrate breakthrough technology with conventional advertising for your law firm marketing program contact us at www.cepac.com

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