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Case Specific Marketing

Marketing for specific cases is very different than marketing a law firm, a particular practice group or an individual attorney. That is because, unlike marketing for a firm, a group or an individual, how to market for a specific case will always be different, depending on the type of case involved. For example, the law practice seeking to attract mesothelioma cases will no doubt take a different approach than one seeking to garner cases involving nursing home abuse. Each has a different audience. Hence the marketing mix for each will be different as well.

There are two types of marketing that involves specific cases:

There are some basic things to consider before implementing a campaign involving particular cases. Some of these are self-evident and are true regardless of the market to be targeted:

 

A Word about Class Action Notifications

Notification campaigns inform potential members of a “class” that they may be entitled to an award for damages of which they may or may not be aware. This type of communication is most often court mandated and is not sponsored or a part of any law firm’ own marketing efforts.

That being said, many of the points outlined above still hold true. In developing a notification program, it is still critical to truly know the intended target audience; marketing should be aggressive and in fact, may be required to meet specific coverage and frequency criteria; the message must be extremely clear, and results will almost certainly be necessary to track.As a class action notification is not a part of any law firm’s marketing domain, branding and the image/qualities of the law firms involved, will have no bearing on the nature of these types of communications programs.

If you would like to discuss development of a marketing program aimed at garnering new leads, please contact agency President Les Altenberg at 856-810-0400.

 

© A.L.T. Advertising & Promotion Inc. 2009