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Marketing the Law FirmFeaturesLaw Firm Client RelationshipsLaw Firm Marketing and Business Development

Make Your Marketing Purr 

By David McCann
October 01, 2020

Those who know me are quite aware that my wife and I adore our animal companions. At one point, we had seven — three Italian greyhounds, three Sphynx (hairless) cats and a 28-year-old African grey parrot. Our canine friends departed this Earth far too soon, but we still have our hands full with the remaining critters — especially those felines! And let's just say that sharing a home with them during a global pandemic has been anything but boring. When not anxiously trying to ensure they are all properly pampered, we spend a great deal of time simply observing them — watching their interactions with each other and the world around them, listening to their endless array of vocalizations and, perhaps most important, waiting for them to fill us in on the meaning of life. And while that wait continues, I am convinced they have used this time of "forced togetherness" to cleverly remind me of some pretty useful marketing lessons for a mid- and post-pandemic world. Here are some of my favorites.

Seize Opportunity

Feeding time in a multi-cat home is not for the timid. Peeling back the lid from a fresh can of food sets the insanity in motion. The first cat to reach the bowls usually secures prime real estate and a slightly larger meal portion (it also gives him/her a head start on surveying the other bowls for a second serving). Similarly, our trio is always on the lookout for a slightly open closet or patio door (that I assume they believe leads to some feline utopia), an unguarded dinner plate or that random piece of plastic that seems to spark their playful side just as I drop off to sleep. Bottom line: They know opportunity when they see it. As a legal marketer, strive to have the same intensity and response instincts of a cat. Make is a point to remain cognizant of local, regional and national events (elections, holidays, etc.) that you can strategically leverage across a variety of functional areas. In addition, stay aware of industry- or practice-specific news that may present opportunities for commentary or collaboration. While it is often easy to fall into a reactive mode when so much is coming at us, particularly during the current challenging times, those firms that proactively look for competitive differentiators and opportunities to break from the pack are ones that will be rewarded with a more responsive and client-focused brand.

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