All of this has renewed retiscence for me as I look at Neilsen’s recent research on brand loyalty, or complete lack of in our current environment.
Of the surveyed consumers 8% considered themselves as being loyal to their favourite brands. 42% are on a constant search for new products and services. And if that isn’t a worry, 49% of people who you would consider loyal of a brand can still be persuaded to experiment with a new brand if right circumstances avail themselves.
What’s this mean for your law firm? It means a bunch of things.
- Location is no longer an important consideration for potential clients as an increasing number of firms outside your geographical reach are advertising for your clients.
- Coinciding with this is the fact that there are a growing number of firms entering the market place with unique value propositions, tempting your clients with things you’re not prepared to do (just yet).
- On top of this is the adoption of more and more legal consumers ready and willing to engage legal help differently.
When you converge these facts with Nielsen’s research its a no-brainer.
If your law firm hasn’t got a strategy in place to nurture clients from file open to beyond, you need one!
In this content, having a robust email marketing campaign is a great place to start.