Another week and another law firm franchise launches. Next up .... Local Law.
Local Law have designed their model to utilise two specifics; Retailers and a significant PR & Marketing package. Another Quality Solicitors I hear you say? Well, not quite. The retailers will be very different from the WH Smith model used by QS. Local Law have chosen to partner with convenience store brands such as Costcutter, Nisa and Premier Stores "where the demographic is lower and better match, in particular, with personal injury".
Handy that, because my local Costcutter is a deathtrap of perilously stacked eggs and loosley strewn apples. A personal injury lawyer's dream.
Local Law has been twelve months in the making and they are in chipper mood now that the SRA has set some clarification as to how the referral fee ban affects law firms. Marketing Manager Scott Else says, “We really believe that law firms have to grasp new methods of working and combine these with some good old-fashioned, tried and tested ways of marketing and promoting their business. But they also have to adapt to the 21st century consumer. That`s why our branding is deliberately designed to reflect all of the attributes we feel law firms should display; Friendly, Convenient, Approachable.
Local Law expect to use a large number of their partners' stores to deliver their marketing material (another WHSmith LAP?) but it is the accompanying PR and Marketing package that they say "transforms Local Law from a simple “badged” organisation into a scheme with some real depth".
Scott Else says, “We will develop a whole programme of activity which is designed to raise the profile of the law firm in their locality, we`ll develop relationships with local media and community groups, organise advice clinics as well as all the usual advertising and marketing. And all of this activity will be done in the name of the firm so that with Local Law being promoted in retailers, online, on radio and TV and the law firm being promoted locally the combination will ensure a powerful blend of high-profile raising activity.”
Local Law is targeting fifty law firms in its first year and plans to spend close to £1m on marketing the brand and are currently in discussions with a major Ad agency about how best to achieve that.
We wish them well and will monitor their development with interest.
Richard on Google+
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