A Dangerous Assumption For Any Law Firm?
“Everyone knows us.”
I shouldn’t be surprised when I hear this from an attorney at a well established firm that advertises heavily. Yet, I almost always am. Recently, I was told this by two of our licensees. One was thinking that a 30% reduction in their advertising would not be a problem, and the other was saying that they could reallocate a portion of their budget to speculative strategies. A few weeks after the cutback, the first attorney called me to express concern about dropping call numbers. I reminded him about the reduction and he acknowledged that it was the likely cause of the downturn.
I have been told that the typical city/market experiences as much as a 20% annual turnover of population. That 20% each year will not know you based on longevity or past marketing. Even more important is the question as to what happens when a firm lessens its marketing position? Inevitably, a competitor or competitors fill the vacuum that is created. It can give them life where previously they were much less relevant.
Everyone does not know you, even if a lot do. Stay strong and aggressive in your marketing using superior creative and proven strategies. It will keep you on top.
