Saturday, June 21, 2003

THE VIEW FROM AD:TECH [Rob Kahn returned from AD:TECH, a two-day on-line marketing conference. He certainly saw some captivating technologies that he would pitch to implement if he were in-house. Members of the LawMarketing Listserv got to read about this first.  Go to http://www.lawmarketing.biz/ to join the Listserv.] What struck me the most was how crowded it was. I mean PACKED! This leads me to believe that the dust is settling from the dot-bomb and we will begin to see G2 on-line content and marketing taking hold, then taking off. Broadband is about to hit 20% adoption in US households. According to Google VP Patrick Keane, this is a key milestone, because once a technology hits 20% adoption, you have enough market share to make it a mass medium. He showed how this effected markets for other technologies (TVs, Fax machines, etc). Now that we're at 20%, corporations can start making strategic decisions assuming the broadband platform. Some "cool" tools I saw were: Digital Impact http://www.digitalimpact.com "customer lifecycle broadcast personalization engine." Quite a mouthful, huh? It uses a database and statistical analysis of click/web behaviour to push content specific to each customer, depending on their product mix and point on the lifecycle. For instance, you buy a cell phone. In months 0-3 it sends you tips and tricks, in months 3-6 it sends you add-on deals. At month 24 it sends you promo for a new battery or phone upgrade. Gator http://www.gator.com Pushes ads specifically geared towards your real-time on-line behavior. So you do a Google search on "bluetooth cell phone" and when you click through to Circuit City to start shopping, it immediately pushes you a deal on Ericsson's latest bluetooth enabled phone. Totally creepy and requires a download, but they've managed to live through the dot-bomb and have over 25 million subscribers. Gosh, what some people will do for coupons! GoToast http://www.gotoast.com An INCREDIBLY robust management tool that tracks just about every type of on-line advertising metric you could want to track. I mean this thing shows you ROI on paid search advertising, CTRs, CPMs. If I was in retail or direct sales that required driving traffic to the site, managing partner sites, and managing complex on-line marketing budgets, this would be a must-have. Rob Kahn, Business Development Director MEDIA CONSTRUCT: Integrated Creative Services 69 Waller St., San Francisco CA 94102-6229 USA 415.621.3489 (ph) http://www.mediaconstruct.com 2:40:33 PM    comment [ 0]   Friday, June 20, 2003 Industry Practice Group Nets Client The Cleveland law firm Benesch Friedlander just won their first client through their Polymerlaw industry group.  The lawyers made a joint pitch with an accounting firm they have formed an alliance with.  Benesch is the firm where my brilliant friend Darryl Cross is Chief Marketing Officer.  Check out the firm's Polymerlaw web site at http://www.polymerlaw.com. 8:26:24 PM    comment [ 0] Writing articles is excellent marketing I just got the following email from a prospective client in Chicago: "…I just read your article in the June Chicago Lawyer.  I would be surprised if f you don't get a lot of e-mails like mine.  Please send me some information on your practice and, most importantly, your fee structure.  My office address is..." To see the article, go to http://www.larrybodine.com/HowtoJump-StartCross-Selling.htm 5:19:16 PM    comment [ 0] From the Atlanta Business Chronicle: Law firms trying to buck economy with marketing Law firms are doing more to promote themselves in the competitive legal market. From flashy advertising to focused marketing and sales campaigns, firms are reaching out to potential clients more frequently and aggressively than ever before. Most attribute the trend to a new-found realization among attorneys that if a firm is going to compete and succeed in a down economy, it has to make sure that potential clients know it's out there. This month, Minneapolis-based Robins, Kaplan, Miller & Ciresi LLP launched a bold new campaign that features a 25-foot-long, 6-foot-high display ad in the Minneapolis-St. Paul International Airport. The 3-D display shows, a gazelle chasing a cheetah. "All are equal under the law," the tag line reads. 3:09:23 PM    comment []

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