Marketing, a niche practice

MARKETING A NICHE
PRACTICE
Presented by:

Me Herbert Brownstein &
Me Mitchell Brownstein

TYPES OF MARKETING
STRATEGIES
1- Writing a regular column in the appropriate
newspaper or journal;

2- Creating and marketing your website on the
Internet;

3- Participating in LIVE radio via telephone hook up;

4- Participating in Television Shows.

TYPES OF MARKETING
STRATEGIES
5- Letting the local media know that you are the one to
call for comment on your area speciality;

6- Participating in Government delegations to foreign
jurisdictions;

7- Join Trade Show Exhibitions;

8- Creation of a Firm Promotional Video;

TYPES OF MARKETING
STRATEGIES
9- Preparing a firm Brochure, Stationary, and
Business Cards;

10- Providing Seminars at foreign Chambers of
Commerce, with Banking Institutions and on your
own with a local Representative;

11- Advertising abroad and within your home country:
The Do’s and Don’ts;

TYPES OF MARKETING
STRATEGIES

12- Benefits of video conferencing;

13- Benefits of advertising through the Internet;

14- Finding a local representative in a foreign
jurisdiction;

15- Staying in touch with your clients

1- WRITING A REGULAR COLUMN IN THE
APPROPRIATE NEWSPAPER OR JOURNAL

Write a Monthly article in a foreign or local newspaper or
journal;

Make sure that the newspaper or journal is being read by
your target market;

Create an album for all your articles;

Every Article written should be accessible on the Firm
Website;

You should display your articles at trade exhibitions

1- WRITING A REGULAR COLUMN IN THE
APPROPRIATE NEWSPAPER OR JOURNAL

2- CREATING AND MARKETING YOUR
WEBSITE ON THE INTERNET
NOTE: More and more clients are using the
Internet to find information, therefore...

 Everything positive that you have accomplished must be
reflected on your website;

 The address of your website must appear on all your
promotional materials, letter head, business card,
advertisements.

In the website, you can also show:

 The promotional video;

 Photos relatives to your practice

 Provide a monthly newsletter;

 Offer the website in a multitude of languages;

EXAMPLE: THE BROWNSTEIN WEBSITE

 Immigration Eligibility Questions;
 Biographies of the Attorneys including photos;
 Articles Published;
 Letters of Reference attesting to our good standing;
 Photo Album of Travels;
 Up to date explanation of Immigration Categories;
 Links to many sites of interests to potential immigrants;

NOTE: the firm website must be indexed on major
search engines. (YAHOO, GOOGLE etc.)

3- PARTICIPATING IN LIVE RADIO VIA
TELEPHONE HOOK UP

Test the Market by Live Radio;

Call the foreign cities overseas operator and ask
for the telephone numbers of local radio
situations.

4- PARTICIPATING IN TELEVISION SHOWS

NOTE: Most cities have ethnic television networks to
service a particular community.

 Rent an hour and prepare a show on your area of
speciality;

 The cost relating to the endeavour,
 Travel expenses to go to the studio in the foreign
jurisdiction;
 Expenses for the show;
 Expenses to advertise your show to the target market on
radio, television.

4- PARTICIPATING IN TELEVISION SHOWS

Prepare and rehearse your script often;

Invite guests who possess an expertise and provide
other services;

Note: You can ask them to participate in the cost.

5- LETTING THE LOCAL MEDIA KNOW THAT
YOU ARE THE ONE TO CALL FOR COMMENT ON
YOUR AREA SPECIALITY
NOTE: MAKE THE MEDIA YOUR FRIEND !!!!!

 Send letters;

 Make calls to reporters;

 Write editorials;

 Advertise on the radio;

 Do your own shows on radio and ethnic television shows with
advertising sponsors.

6- PARTICIPATING IN GOVERNMENT
DELEGATIONS TO FOREIGN JURISDICTIONS

Visiting foreign jurisdictions in the company of
your government on organized trade delegations
gives you a high level of credibility.

Government trade delegations include many
business people who can refer potential clients to
you.


Advertise this fact in your seminars and in
publications.

You need to establish yourself as one of the leaders
in your field in order to get invited.

7- JOIN TRADE SHOW EXHIBITIONS

Set up a booth at the exhibition

The booth must be professionally set-up, with
multimedia presentations;

The firm video needs to play constantly;

Bring a computer with internet access, to show the
firm website;

On walls: display all publications, photos and letters
of reference.

7- JOIN TRADE SHOW EXHIBITIONS

8- CREATION OF A FIRM PROMOTIONAL
VIDEO

A promotional video is the EASIEST WAY for
potentials clients to get to know your firm;

All offices and representatives must have your up
to date promotional video;

VIDEO

Brownstein promotional video includes:

Excerpts of travels

Comments from our clients and staff

Information on immigration rules about
Canada

VIDEO

9- PREPARING A FIRM BROCHURE,
STATIONARY AND BUSINESS CARDS
Note: The first Impression about your business is
obtained from your :

Business cards

Firm Brochure

Stationary


Have art work that sends a powerful message

Canadian Flag

Symbol of Justice

Ensure not to infringe copyright or government
restrictions;

Promotional material should be uniform throughout;

Internet Website and address and the co-ordinates of
your Worldwide offices should appear in your:

 Brochures ;
 Business cards where space allows;

A special brochure for specific target markets should
also be prepared, such as a brochure for a targeted
Country or Brochure for a business Market in Canada;

A brochure insert can be used to promote a particular
attorney by giving a brief biography;

Always use as many photos and as few words as possible
in your promotional materials;

Printing Overseas can be less expensive;

10- PROVIDING SEMINARS AT FOREIGN CHAMBERS OF
COMMERCE WITH BANKING INSTITUTIONS AND ON YOUR
OWN WITH A LOCAL REPRESENTATIVE

Note: A successful seminar is one that convinces the
audience that your firm is the one to hire. The
presence of a banking institution or other
respected key note speaker is helpful;

Coordinate travel plans with them;

Pay for the trip or negotiate cost sharing
possibilities;

Establish good credibility by speaking at foreign
Chambers of commerce.

10- PROVIDING SEMINARS AT FOREIGN CHAMBERS OF
COMMERCE WITH BANKING INSTITUTIONS AND ON YOUR
OWN WITH A LOCAL REPRESENTATIVE

11- ADVERTISING ABROAD AND WITHIN
YOUR HOME COUNTRY: THE DO’S AND
THE DON’TS

Written Advertisements:

Be concise, small advertisements with less
words are often more successful;

Include information specific to your target
market;

Be able to back up any statement made;

11- ADVERTISING ABROAD AND WITHIN
YOUR HOME COUNTRY: THE DO’S AND
THE DON’TS
Radio:
 Radio advertising should primarily be done when you
are promoting a show that you will be presenting;

 To be invited as a guest speaker is the best way to get
free advertising;

Television:
 Ethnic networks should be approached;

 Consider where your clients will be and advertise
accordingly;

12- BENEFITS OF VIDEO CONFERENCING

Gives your firm an advantage against larger firms
by:

 lowering operating costs;
 increasing productivity with the service offered, such
as voice mail, instant conference calling, group chat,
file transfer and toll-free calling;
 Able to have meetings between representatives from
far away places;
 Organize meetings at short notice;
 Representatives can work from home;
 No need to rent big conference rooms.

12- BENEFITS OF VIDEO CONFERENCING

Video conferencing should be used for:

 Clients who are unable to come personally to
your office;

 For example, Brownstein uses video
conferencing for clients who have files in
process and may wish to have a personal
preparation for their interviews.

13- BENEFITS OF ADVERTISING
THROUGH THE INTERNET

Internet has a greater range

Internet enables you to advertise through
different services

Internet enables you to create networks

14- FINDING A LOCAL REPRESENTATIVE

Representatives will seek you out because of the
good reputation of the firm;

If you are looking for a local representative in a
particular country, you can include in your regular
advertisements in that country “Applications for
local Representative Welcome.”


Contacts at international trade exhibitions or
international conferences such as the
International Bar Association can help you to find
your representatives;

Satisfied Clients can also help you to find them.

15- STAYING IN TOUCH WITH YOUR
CLIENTS
Note: Staying in touch with your clients is essential
to marketing your firm because they are the ones
who would refer your firm to potential clients.

CLIENTS
Send out greeting cards or e-cards

Organize a “Thank you cocktail” or holiday party
for your contacts, clients and friends.

Meet the clients outside of the office

Make phone calls

Email follow ups

CLIENTS

CLIENTS
Organize Cocktail for your contacts, clients and friends

CLIENTS
Meet the clients outside of the office

CONCLUSION
Without a proper marketing approach, even the most
competent professional will not be recognized by
potentials clients as an expert in his field.

WE HOPE THAT OUR PRESENTATION HAS BEEN
USEFUL AND WILL PROVIDE YOU WITH IDEAS TO
IMPROVE YOUR MARKETING STRATEGIES IN THE
FUTURE.

Marketing, a niche practice

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