Can advertising boost the solicitor brand?

The Law Society has dipped its toes in the water in terms of attempting to advertise the solicitor brand for some years. But last year it really took the plunge, investing £211,000 in the Help I need somebody campaign. And this time round it has doubled that amount.

Is it too much?

Probably not when you consider how much some of the big brand names – like the Co-op, for example – must invest in advertising for their own companies – and after all, the Law Society’s campaign is not just for one company, but for thousands of high street firms across England and Wales.

It could be argued that the public already knows when they need a lawyer. But there are some areas – will-writing is a prime example – where the profession is under threat from non-qualified competitors, and there are clear benefits to the profession in reinforcing the advantages of a qualified solicitor.

And while the competition from big brands won’t really start hotting up until the Legal Services Act reforms come fully into effect in October 2011, it makes sense to start increasing awareness of the benefits of high-quality local solicitors now, rather than grumbling later on about stable doors and long-gone horses.

I would urge all high street solicitors to make the most of this campaign.

It is an opportunity to engage with clients and let them know what other services you offer. Last year, one solicitor posted a blog on his website talking about the campaign and including Beatles songs in his message (the campaign has a Beatles theme of course). He offered a bottle of champagne to the first person to correctly give the number of songs he had included. It had been won within half an hour.

Once again this year, the Law Society’s press office is giving out template press releases to get your firm into the local press (though that might be trickier this year given that it is the second time that the campaign has run). It is giving away postcards to hand out to clients. And the press office’s Melissa Davis is even offering advice on how to maximise publicity.

What is there to lose?

See lawsociety.org.uk/promote .