Marketing Tactics for Niche Markets
Marketing a Legal Aid Business
Promotional tactics for legal aid businesses are exceptionally diverse. But in our experience, there are a handful of tips and strategies that will deliver the best return for your marketing efforts.
A single characteristic divides today's best legal aid businesses from the ones that are struggling to keep the doors open.
Customer loyalty isn't what it used to be. These days, customers expect value and nothing communicates value more than a solid marketing plan.
Broadcast Advertising
In an entertainment on-demand universe, broadcast TV and radio have been the big losers. However, it would be a mistake to discount broadcast advertising entirely. Many legal aid businesses can still use it to their advantage. Best practices for the use of broadcast advertising require businesses to evaluate their target audience's listening or viewing patterns and then tailor their media purchases to specific media outlets rather than blanketing the geography with brand messaging. When marketing legal aid businesses, the target audience is almost always local or regional. For broader reach, you'll likely need to look beyond broadcast venues and explore other online and offline marketing vehicles.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many legal aid businesses. The worst way to handle negative buzz is to put off developing a response until reporters are pounding on your door, demanding a comment from a company spokesperson. At Gaebler, we advise our business partners to have an updated crisis response plan in place at all times. Since part of your crisis response may involve direct mail, we also recommend working with quality mailing list providers to obtain accurate contact lists.
When It's Time to Rebrand
There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. The most successful rebranding initiatives are the culmination of a deliberate process. For a legal aid business, owners are often inspired to rebrand after analysis has demonstrated that the current brand is losing its impact in the marketplace. Unless you are confident that you possess the skills necessary to rebrand your business, we advise consulting with a professional marketing firm before you introduce a new brand to your customers.
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