People watch the Superbowl each year as much for the commercials as they do for the big game. And while law firms and legal sales leaders rarely have an audience as large or as interested in their marketing message, there are still some valuable lessons that they can learn from the big brands.


Many marketing experts polled about which Superbowl commercials were the most successful point to ads from brands with a repeated presence during the game. Whether or not fans like Coke, Budweiser beers, or Doritos these brands certainly did an excellent job of keeping their names in front of the viewers.


Successful law marketing draws on this concept of frequency. For lead generation purposes, follow up and follow through are keys to success. If it’s worth your time to make an initial contact, it’s worth the time to follow up. Unless you remain in contact with your prospects, you’ll never break through.


Likewise, if your messages don’t stand out, it’s going to be difficult to convert your prospects. Take the time to learn about who your prospects are. Budweiser and Coke do this and use it to appeal to their viewers; Doritos does this so effectively that their prospects and customers contribute to creating standout ads.


For lawyers, standing out can be a bit more difficult – especially in this age of email and faxes. Formal letters are often overlooked as a marketing tool; by adding them to your business development efforts, you can be sure that your marketing message is noticed and remembered just as clearly as the Budweiser Clydesdales.


This post was co-authored by attorney David Mylrea, a partner at Hinshaw and Culbertson in Minneapolis.

This entry was posted on Tuesday, February 16th, 2010 at 8:29 am and is filed under Legal Sales Leadership. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.