No kingdom goes out to battle unprepared and expects to win by virtue of good fortune. Starting his career by working at some of the nation’s largest and most prestigious marketing firms (Young & Rubicam, McCann-Erickson, Foote Cone Belding), Les founded A.L.T. Legal Professionals Marketing Group as a means for providing law firms and those who serve the legal profession with strategic insight and guidance borne out of his Madison Avenue experience.
Publish the names and titles of all decision makers and the function they will serve through the entire process. This isn’t to say that there aren’t some really good active managers that also have good marketing departments. The firm must not have a ‘single marketing plan’, because there are differences between the target markets (that is domestic or international markets).
Marketing Matchup allows you to search for basic criteria that all firms should consider upfront like size, location, industry experience, services provided, top executive bios, relevant case studies, demonstration of target audience experience and results.
For clients, it’s important that they recognize this distinction so that when they are looking for the right marketing partner, they know they are getting one with the broadest range of services. In fact, brand building is one of the key services that the top marketing firms offer.
The problem is however, that individuals who only see the brochure lying on the waiting room table or who peruse only one section of a multi-page sales piece may never even see all that the firm has to offer. The goal of any campaign is to increase the effectiveness of the marketing copy as time goes on.