I am not proud to admit this, but it is possible that my three-year-old niece knows more about branding than I do. I learned this the other day when I was reading my niece one of her favorite books, Fancy Nancy.
For those of you who not know Nancy, she is a little girl who loves to dress fancy, act fancy and talk fancy. For example, this little girl does not say that her favorite color is purple. She prefers fuchsia, a word that is “fancy” for purple. Similarly, Nancy does not want a new hairdo. No, Nancy uses the fancy word “coiffure” instead. For some reason, my niece loves Nancy, but I think she is a showoff. When asked why she loves the know-it-all Nancy, my niece explained that she made things sound better.
Maybe my niece had a point. If you want your small firm to sound better, then use fancy words. As Nancy would explain, do not call yourself a “trial lawyer.” Everyone knows that “litigator” is fancy for trial lawyer. Or is it?
Yesterday was the last day of July, and baseball fans know that this day is important because it’s the trade deadline. (Seamheads and baseball lawyers understand that it’s actually only the nonwaiver-trade deadline, but why take the fun out of it?) So I spent some time this weekend following the interwebs to see whether the Red Sox would do anything to improve their league-leading team (and even better, thwart the Yankees from improving at the same time).
At one point, there were reports that the Red Sox had traded for A’s pitcher Rich Harden. But the Sox scuttled the deal once they learned that the oft-injured Harden had a hospital bracelet tattooed on his arm to save time. (They ended up acquiring left-handed pitcher Erik Bedard, who is injured slightly less often than Harden.)
But as I was watching the annual trade-deadline special on the New England Sports Network after Sunday’s game (apparently, I have no life), I saw a laptop commercial that only a law firm could appreciate.
Whose ad it was and why it made me think of the sorry state of law-firm marketing, after the jump.…
But did you know that Paul Hastings also has a video to go along with their rebranding? Oh yes they do! Clearly, Messrs. Janofsky and Walker were just way too inside the box for the new and exciting Paul Hastings…
We always appreciate when our readers send us tips about the seemingly endless supply of crazy lawyer websites and advertisements that are floating around in cyberspace. Just when we thought we’d seen it all, someone out there goes and raises the bar of craziness.
When we received a tip pointing us to the website of Barry Glazer in Baltimore, we actually thought it might be fake. Honestly, it almost seemed too ridiculous to be true.
Fortunately for all of us, Barry Glazer is quite real. Apparently his TV commercials have made him something of a legend in the Baltimore area, and not without good reason. One look at Mr. Glazer’s tagline tells us that we’re not dealing with your average lawyer:
“Legal advocate for the injured, disabled, and urinated upon”
Yes, you read that right. For four decades, Barry Glazer has been mounting a one-man crusade against insurance companies. In keeping with what appears to be a urine fixation on Mr. Glazer’s part, many of his ads deliver a simple message to these companies:
“Don’t urinate on my leg and tell me it’s raining.”
These pee-centric statements are just the tip of the iceberg that is the eccentricity of Barry Glazer. If nothing else, he is certainly the most interesting lawyer you’ll encounter all day.
Law firm advertising is expensive and certain methods may be cost-prohibitive for small firms. For instance, a small firm may not be able to afford a television or print campaign. Enter online marketing including, among other things, Google AdWords and sponsored links. In 2009, a law firm filed a lawsuit in Wisconsin state court challenging certain marketing strategies as an invasion of privacy, as defined in the Wisconsin privacy statute. Luckily for consumers and small firms, the court disagreed.
The case involved the two most prominent personal injury firms in Wisconsin. One of them, Cannon & Dunphy, used a Google AdWords PPC (price-per-click) strategy (and other search engines) to bid on the name of the state’s largest personal injury firm, Habush, Habush & Rottier. In other words, when a user would search the terms Habush or Rottier, a Cannon & Dunphy link would show up in the shaded section as a Sponsored Link.
Habush sued Cannon, alleging that Cannon’s online marketing campaign violated Wis. Stat. §995.50. That statute prohibits “the use, for advertising purposes or for purposes of trade, of the name . . . of any living person, without having first obtained the written consent of the person,” and provides a cause of action where such an invasion of privacy was unreasonable.
The other day, I was watching television and I saw several commercials advertising divorce firms and personal injury firms. One ad featured a scene of nursing home neglect, followed by dramatic music and terms like “BEDSORES,” flashed across the screen in all-caps. Another ad featured William Shatner asking me if I needed legal help.
Two thoughts came to mind after watching these ads: (1) what shady television shows was I watching that would cause a legal marketer to decide that I was part of the target audience for people with issues relating to BEDSORES, and (2) does anyone actually decide to seek out a lawyer based on these seemingly ridiculous ads?
So I decided to investigate television advertising as a marketing technique for small and solo practitioners. Who, if anyone, stands to benefit from using television advertising?
We all know that the legal market is dismal these days. People will go to almost any lengths to land jobs. A perfect résumé touting your strongest attributes is key. Most lawyers implicitly understand that this means legal attributes – you know, things that portray a sense of professional competence. But every now and then we come across a special someone who throws conventional wisdom out the window and provides us with a perfect example of what not to do.
Today’s special someone is David M. Anderson of Mahoney Anderson LLC in Eden Prairie, Minnesota. A perusal of the Mahoney Anderson website raises several questions – not the least of which are who the Mahoney in Mahoney Anderson is, where Mr. Anderson went to law school, and what Mr. Anderson might have done in his legal career prior to working for his current mysteriously-named firm.
Thankfully, we have David Anderson’s marketing ad (gavel bang: An Associate’s Mind). It is a gem. It might not answer any of these questions, or, quite frankly, tell you anything that might make you want to hire Mr. Anderson. But it is certainly the worst most unique approach to attorney advertising I have seen in quite some time….
Before this column launched, I spent several moments stewing over possible pseudonyms. After all, branding is everything. So, I wanted to come up with a name that said to my audience that I was a small-firm expert and a super-cool chick. Naturally, I picked the name that is synonymous with post-menopausal Jewish bubbies. Perhaps I still have a thing or two to learn about branding.
I am not the only small-firm lawyer with a problem selecting the right name. Indeed, after Jay Shepherd opened my eyes to the hyphen-crisis, I began noticing a comma-crisis. Specifically, I noticed that there are a lot of small firms with way too many last names strung together with commas.
Why is it that many small firms have such problems coming up with the perfect firm name? Let’s explore this age-old question….
A few weeks ago, I was riding in a cab on the way to the airport. Right off the highway was a large sign for Le Massage Plac (the light for the “e” had died). I insisted that the cab driver make a pit stop. I needed to get le massage from Le Massage Plac[e], even if the dingy surroundings would give me le staph infection and require me to go le emergency room.
Yesterday I was walking through downtown Chicago and I was nearly run over by a food truck captioned The Meatyballs Mobile. I ran after the Meatyballs for several blocks. I just had to have a “Shweddy Balls” sub sandwich.
These experiences taught me firsthand the power of branding. What does this have to do with small law firms?
Ed. note: This is the latest installment of Size Matters, one of Above the Law’s new columns for small-firm lawyers.
They say that to be competitive in today’s market, branding is key. To do that, one needs a snappy marketing campaign. I mean, think about the marketing genius behind the Shake Weight, or that truly awesome FreeCreditReport.com song!
According to an article in the Martindale.com Blog entitled Small Law Firms Take the Lead in Marketing, small firms have, well, taken the lead in marketing. Martindale-Hubbell commissioned a survey to look into the issue of small-firm marketing and concluded that the smallest firms are increasing their spending on marketing, with a focus on internet advertising.
Given this premise, I decided to search the worldwide web for some of the best (or most entertaining) small-firm websites. I found one website that stuck out to me: the home page of a boutique law firm, Edelson McGuire. (ATL previously covered the firm when it gave out free iPads to all employees, both attorneys and staff.)
How do I love the Edelson McGuire site? Let me count the ways….
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When Chintan Panchal decided to leave a global BigLaw partnership to start his own firm, he could only hope that he would face the high-quality problem of firm building that many had cautioned him about. Focused on the uncertainty surrounding of a new firm launch, he decided to tackle staffing needs, IT challenges, and financial planning requirements after he had built up his legal practice.
Panchal Associates LLP–a corporate/finance and outside general counsel boutique–was quickly off to a great start. Clients and matters were flying in the door, and Chintan soon had a team of lawyers and staff with a variety of operational needs. To continue building an excellent team and provide them with a competitive benefits package, to expand his physical presence to include a European practice and additional partners, and to scale his operations and IT capabilities to support this growing enterprise brought with it demands of time, money, and expertise. Chintan knew he needed help.
“With the assistance of NexFirm, we have upgraded the capabilities of our firm to meet, and in some cases exceed, the standards we were used to at our former BigLaw firms. Operationally, we can now attract and service clients we didn’t have the bandwidth to support in the past, and continue to build our team with the best and brightest legal talent in the industry,” said Chintan Panchal, adding “It has worked out quite well in our case; NexFirm is an essential partner for us.”
The holiday season is upon us, and yet again, you have no idea what to get for the fickle lawyer in your life. We’re here to help. Even if your bonus check hasn’t arrived yet, any one of the gifts we’ve highlighted here could be a worthy substitute until your employer decides to make it rain.
We’ve got an eclectic selection for you to choose from, so settle in by that stack of documents yet to be reviewed and dig in…
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