Marketing, a niche practice

Presented by:

Me Herbert Brownstein &

Me Mitchell Brownstein

MARKETING A NICHE PRACTICE

TYPES OF MARKETING STRATEGIES

1- Writing a regular column in the appropriate newspaper or journal;

2- Creating and marketing your website on the Internet;

3- Participating in LIVE radio via telephone hook up;

4- Participating in Television Shows.


5- Letting the local media know that you are the one to call for comment on your area speciality;

6- Participating in Government delegations to foreign jurisdictions;

7- Join Trade Show Exhibitions;

8- Creation of a Firm Promotional Video;


9- Preparing a firm Brochure, Stationary, and Business Cards;

10- Providing Seminars at foreign Chambers of Commerce, with Banking Institutions and on your own with a local Representative;

11- Advertising abroad and within your home country: The Do’s and Don’ts;


12- Benefits of video conferencing;

13- Benefits of advertising through the Internet;

14- Finding a local representative in a foreign jurisdiction;

15- Staying in touch with your clients

1- WRITING A REGULAR COLUMN IN THE APPROPRIATE NEWSPAPER OR

JOURNAL

Write a Monthly article in a foreign or local newspaper or journal;

Make sure that the newspaper or journal is being read by your target market;

Create an album for all your articles;

Every Article written should be accessible on the Firm Website;

You should display your articles at trade exhibitions

1- WRITING A REGULAR COLUMN IN THE APPROPRIATE NEWSPAPER OR

JOURNAL

2- CREATING AND MARKETING YOUR WEBSITE ON THE

INTERNET

NOTE: More and more clients are using the Internet to find information, therefore...

Everything positive that you have accomplished must be reflected on your website;

The address of your website must appear on all your promotional materials, letter head, business card, advertisements.


INTERNET

In the website, you can also show:

The promotional video;

Photos relatives to your practice

Provide a monthly newsletter;

Offer the website in a multitude of languages;


INTERNET

EXAMPLE: THE BROWNSTEIN WEBSITE

Immigration Eligibility Questions; Biographies of the Attorneys including photos; Articles Published; Letters of Reference attesting to our good standing; Photo Album of Travels; Up to date explanation of Immigration Categories; Links to many sites of interests to potential

immigrants;

NOTE: the firm website must be indexed on major search engines. (YAHOO, GOOGLE etc.)

3- PARTICIPATING IN LIVE RADIO VIA TELEPHONE HOOK UP

Test the Market by Live Radio;

Call the foreign cities overseas operator and ask for the telephone numbers of local radio situations.

4- PARTICIPATING IN TELEVISION SHOWS

NOTE: Most cities have ethnic television networks to service a particular community.

Rent an hour and prepare a show on your area of speciality;

The cost relating to the endeavour, Travel expenses to go to the studio in the

foreign jurisdiction; Expenses for the show; Expenses to advertise your show to the target

market on radio, television.

4- PARTICIPATING IN TELEVISION SHOWS

Prepare and rehearse your script often;

Invite guests who possess an expertise and provide other services;

Note: You can ask them to participate in the cost.

5- LETTING THE LOCAL MEDIA KNOW THAT YOU ARE THE ONE TO CALL FOR COMMENT ON YOUR AREA SPECIALITY

NOTE: MAKE THE MEDIA YOUR FRIEND !!!!!

Send letters;

Make calls to reporters;

Write editorials;

Advertise on the radio;

Do your own shows on radio and ethnic television shows with advertising sponsors.

6- PARTICIPATING IN GOVERNMENT DELEGATIONS TO FOREIGN

JURISDICTIONS

Visiting foreign jurisdictions in the company of your government on organized trade delegations gives you a high level of credibility.

Government trade delegations include many business people who can refer potential clients to you.


JURISDICTIONS

Advertise this fact in your seminars and in publications.

You need to establish yourself as one of the leaders in your field in order to get invited.


JURISDICTIONS


JURISDICTIONS

7- JOIN TRADE SHOW EXHIBITIONS

Set up a booth at the exhibition

The booth must be professionally set-up, with multimedia presentations;

The firm video needs to play constantly;

Bring a computer with internet access, to show the firm website;

On walls: display all publications, photos and letters of reference.

7- JOIN TRADE SHOW EXHIBITIONS

8- CREATION OF A FIRM PROMOTIONAL VIDEO

A promotional video is the EASIEST WAY for potentials clients to get to know your firm;

All offices and representatives must have your up to date promotional video;


Brownstein promotional video includes:

Excerpts of travels

Comments from our clients and staff

Information on immigration rules about Canada


9- PREPARING A FIRM BROCHURE, STATIONARY AND

BUSINESS CARDS

Note: The first Impression about your business is obtained from your :

Business cards

Firm Brochure

Stationary


BUSINESS CARDS

Have art work that sends a powerful message

Canadian Flag

Symbol of Justice


BUSINESS CARDS

Ensure not to infringe copyright or government restrictions;

Promotional material should be uniform throughout;

Internet Website and address and the co-ordinates of your Worldwide offices should appear in your:

Brochures ; Business cards where space allows;


BUSINESS CARDS

A special brochure for specific target markets should also be prepared, such as a brochure for a targeted Country or Brochure for a business Market in Canada;

A brochure insert can be used to promote a particular attorney by giving a brief biography;

Always use as many photos and as few words as possible in your promotional materials;

Printing Overseas can be less expensive;

10- PROVIDING SEMINARS AT FOREIGN CHAMBERS OF COMMERCE WITH BANKING INSTITUTIONS AND ON YOUR OWN WITH A

LOCAL REPRESENTATIVE

Note: A successful seminar is one that convinces the audience that your firm is the one to hire. The presence of a banking institution or other respected key note speaker is helpful;

Coordinate travel plans with them;

Pay for the trip or negotiate cost sharing possibilities;

Establish good credibility by speaking at foreign Chambers of commerce.







11- ADVERTISING ABROAD AND WITHIN YOUR HOME COUNTRY:

THE DO’S AND THE DON’TS

Written Advertisements:

Be concise, small advertisements with less words are often more successful;

Include information specific to your target market;

Be able to back up any statement made;

11- ADVERTISING ABROAD AND WITHIN YOUR HOME COUNTRY:

THE DO’S AND THE DON’TSRadio:

Radio advertising should primarily be done when you are promoting a show that you will be presenting;

To be invited as a guest speaker is the best way to get free advertising;

Television: Ethnic networks should be approached;

Consider where your clients will be and advertise accordingly;

12- BENEFITS OF VIDEO CONFERENCING

Gives your firm an advantage against larger firms by:

lowering operating costs; increasing productivity with the service offered,

such as voice mail, instant conference calling, group chat, file transfer and toll-free calling;

Able to have meetings between representatives from far away places;

Organize meetings at short notice; Representatives can work from home; No need to rent big conference rooms.

12- BENEFITS OF VIDEO CONFERENCING

Video conferencing should be used for:

Clients who are unable to come personally to your office;

For example, Brownstein uses video conferencing for clients who have files in process and may wish to have a personal preparation for their interviews.

13- BENEFITS OF ADVERTISING THROUGH THE INTERNET

Internet has a greater range

Internet enables you to advertise through different services

Internet enables you to create networks

14- FINDING A LOCAL REPRESENTATIVE

Representatives will seek you out because of the good reputation of the firm;

If you are looking for a local representative in a particular country, you can include in your regular advertisements in that country “Applications for local Representative Welcome.”

Contacts at international trade exhibitions or international conferences such as the International Bar Association can help you to find your representatives;

Satisfied Clients can also help you to find them.




15- STAYING IN TOUCH WITH YOUR CLIENTS

Note: Staying in touch with your clients is essential to marketing your firm because they are the ones who would refer your firm to potential clients.


Send out greeting cards or e-cards

Organize a “Thank you cocktail” or holiday party for your contacts, clients and friends.

Meet the clients outside of the office

Make phone calls

Email follow ups



Organize Cocktail for your contacts, clients and friends


Meet the clients outside of the office

CONCLUSION

Without a proper marketing approach, even the most competent professional will not be recognized by potentials clients as an expert

in his field.

WE HOPE THAT OUR PRESENTATION HAS BEEN USEFUL AND WILL PROVIDE YOU WITH

IDEAS TO IMPROVE YOUR MARKETING STRATEGIES IN THE FUTURE.

THANK YOU FOR YOUR

ATTENTION

Documents

Marketing, a niche practice