“Employment Law isn’t as big a pain as you think”

on May 31st, 2017

Boutique law firm GQ Employment Law started-up back in 2010. Since then, their business model has changed and developed – with some thanks to the introduction of more structured marketing and business development, and advice from RCR.

On 25th May, at an RCR event, Paul Quain one of the founding partners of GQ presented to a room full of (mostly) lawyers and other small business owners to share his experience of what it involves to build a successful business from scratch.

GQ

 

 

 

 

 

 

 

 

 

 

It all began in a small room with no windows….

I think there may be a trend here, with some famous start-ups also beginning their existence in small rooms: look at Amazon, Apple and Google, for example. Although, admittedly, the direction GQ have taken is different to these big corporates. GQ wanted to help create a different way of thinking, and ‘do law differently’.

For example, one of their first campaigns, entitled ‘Employment Law isn’t as big a pain as you think”, was aimed at employers who, research showed, believed that employment law was complicated, restrictive and full of jargon. The campaign set out to disprove this belief and offer a simple set of guidelines including the “Alternative Guide to Employment Law”.

The presentation focussed on working with RCR led to the introduction of structured marketing, and how this helped GQ set its priorities and create their own stand-out market position.

Paul highlighted how having a distinct position and brand has been of critical importance. He also looked at what has been most effective in terms of tactics: they found it particularly useful to introduce PR and, believe it or not, cold calling!

Here are some other key learnings from Paul’s talk:

  1. “There is no such thing as bad press” despite having worked with a media relations agency to generate coverage in the Financial Times and other business press, it was an article that was published in the Daily Mail that generated the hottest lead
  2. In the legal sector, as with all professional services, client management is key. You should always be finding ways of retaining current clients, with regular communication and well-thought out key client programmes.
  3. The messaging for your business should be based on strategic thinking. Identifying yourself with words or visuals that don’t relate to the business can give off the wrong message. GQ quickly learnt that while cute dogs and zebras on their website homepage might have connotations of friendliness, they did not position the business in the right way.

You can read  GQ Employment Law’s  case study and watch a video of Paul Quain here.

by Tina Chohan

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