Keeping up with the Joneses

Doug Jasinski

Lawyers love precedents. One of the first questions many legal marketers face when pitching a new marketing idea to firm management is “who else has done it?” While that penchant for the tried and true can make for solid law, it often makes for very cliched marketing (insert greek columns and photos of business people shaking hands here).
One method of at least circumventing the “let’s be fifth” mentality is to make sure you have current information about what others are doing. That way you can show your lawyers that what they initially think is some new-fangled craziness is actually something the guys and gals at Jones & Jones down the street have already been doing for the last 10 months. Then their competitive instinct kicks in and “we can’t do that” magically transforms into “hey we need one of those too – how soon can we get it?”
So consider this an open call to Canadian legal marketers – our goal is to make Legal Marketing Canada a resource for the collective professional development of our industry. To that end, we would like to extend an open invitation to you to tell us about your firm’s unusual, innovative or noteworthy marketing initiatives. We’ll make a point of blogging about the best things that cross our desks. In addition to helping raise your firm’s profile and showcasing them as innovators, it will also help to raise the bar (or topple the Greek column) for everybody else. We all win.

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