Here are some articles from industry publications that we found interesting. You'll also find interesting articles written by the RCR team, where you can find useful information on building your Revenue, Capability and Reputation.

If you like what you’ve read feel free to add your comments at the end of the article.

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May 31 17

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

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

May 5 17

You want a new website? A better marketing campaign? A redesigned office? Here’s ONE thing to get right

Briefing people badly lies at the heart of more mis-spent marketing budget and off-key marketing campaigns than anything else.  
We don’t like our website, we want a more modern one” or “we want more of the nice clients” or “we want an office that’s more ‘us’” just doesn’t cut it.
Maybe you’ve experienced that and wondered why you still don’t like the new and expensive website/campaign/office. Maybe that’s why managing the agencies that do such work is best left to the more experienced marketers in your business.

But if you don’t have a team of marketers, let alone an experienced marketer or two, don’t worry. At the heart of the brief is knowing what you want to be famous for – and that is something you have better answers* to than any hired marketer.

Here’s one of the founders of boutique law firm GQ Employment Law, Paul Quain, talking about how they got that focus in their business.

*If you want to know what the questions are that will get you those better answers, there are still places left at our May 25th London seminar to hear Paul talk about how they got that focus in their marketing and started briefing people well.  Find out more (and register) at https://positioning-rcr.eventbrite.co.uk

by Paul Griffith

Apr 13 17

Reference marketing is a relative of recommendation

I recently attended Marketing Week Live. Before joining the paid for session on multi-channel marketing and mapping the customer journey, I sat in on a session on brand engagement and innovation, led by Andy Cockburn, CEO at MentionMe.

The first slide, entitled ‘Using word of mouth and trust marketing to build brand engagement’ intrigued me. I listened to Andy talk passionately about reference marketing and his business model. It was very interesting, and a lot of the concept and strategy he spoke of with regards to customer loyalty, rewards and recommendation just highlighted to me how important the relationship between a buyer and a business is.

I found it particularly interesting to see how they used email marketing to target loyal customers who they knew were spending money on their site, and offering discount to them for referring a friend. Not only would they get discount on their next purchase if the friend signs up but also the friend for joining! If you’re both making a saving on a product of interest to both, it seems like a good incentive.

The referral scheme then continues to the new buyer and allows them to recommend the brand to get further discount and the incentive cycle continues, as the brand builds its credibility, increases purchase orders and its customer base.

How do you ensure your service or product puts customers first? How do you differentiate loyal customers to new ones? How relevant is the content to building brand engagement?

The key learning I took away from the presentation was the focus on reference marketing, it reminded me of my  recent blog ‘You have to earn business credibility’ and that reference marketing is a relative of recommendation.

A change is happening in marketing, are you keeping up?

by Tina Chohan

MWL17

 

Mar 1 17

Do you believe?

Italy-rugby-union-team

On Sunday afternoon, just before I settled down to watch England play Italy in the Rugby Six Nations at Twickenham, I said to my family, ‘How must it feel being Italy: knowing you’re going to go out there and get hammered?  How can they possibly believe they can win?’

But anyone who watched that match, or read about it,  knows that Italy were lacking anything but belief.  They had an an innovative strategy (some say dodgy!) and they came out committed to it.  And, ahead 10-5 at half time, they must truly have believed they could win.

What, if anything, can we learn from this in marketing or business?  Perhaps that there’s no one ‘right’ strategy.  That being innovative, surprising the competition, disrupting the game, and, above all, believing in what you’re doing can pay off.  (Or almost, at least, for the Azzuri – better luck against Scotland!)

by Victoria Ash

Feb 27 17

You have to earn business credibility

Business credibility does not come overnight, you have to work for it and build relationships with clients, prospects and even colleagues over time, so that your knowledge and business ethos can be shared.

In our view there are three components that make up good business credibility:

1) Trust:

Trust. It’s important in our personal lives, but also just as important in business – and it is earned not expected. How do you make sure your clients trust in you? Most clients look to work with people they can rely on. Do you have the expertise in your industry? Experience is key to starting new relationships and letting prospects and clients know that they are in safe hands. This reminds me of what Seth Godin says about permission marketing – allow others to want to hear from you, instead of spamming them with information that holds no credibility, sent to someone who knows nothing about you.

2) Empathy:

Can you relate to your client and their needs, understanding exactly what they want? Do you consider the client roadblocks, challenges and resources? Knowing how to help your client, and supporting them with the right solution will show you are listening and are proactive. Prioritising what is best for the business will put you in a good position as a credible point of contact for helping the business grow. Here’s a guide you may find useful to help pinpoint marketing priorities.

3) Recommendation:

Your clients are your priority so if you’ve worked hard to position yourself differently to competitors and have gone above and beyond to deliver results – you have a happy client. People know people. So the logic is simple, if you have built a credible relationship you stand a good chance of being a business to recommend, and from there your credibility continues to strengthen and grow.

Here’s what some of our clients have to say about RCR:

by Tina Chohan