Market Focus: Lawyers
For more general offers, practice area may or may not be a consideration. “Certain lawyers are more ‘in demand’ than others and make higher salaries,” explains Braban-Adams. “You might want to go to a partner as opposed to an associate, depending on the value of the offer.”
Vermeulen says higher income earners often work for large national or international firms. In addition, litigation trial lawyers, corporate lawyers, mergers and acquisitions lawyers, and securities lawyers all tend to be “large revenue generators.”
But, for consumer offers, the availability of a home address may be the most important factor. “We don’t get a lot of orders for lawyers at their home address … but for about 50 percent of our members, we have a home address. It’s amazing that there isn’t that knowledge in the broker community that lawyers [and their spouses] are available to be reached at home,” notes Vangundy.
Of note: “At home, they’re not as likely to have a gatekeeper to review all of their mail before they get it,” stresses Bruhl.
Reaching Lawyers: What Works?
Marketing to the legal community is not necessarily the best time for trial and error. “Lawyers are slow to change,” says Vermeulen. “They are a very skeptical audience and tend to trust [what] they are familiar with.”
In terms of media, lawyers are—like most other professionals—avid e-mail users. But e-mail address availability by list rental can be a problem. “Our clients in the legal marketplace currently are not releasing their e-mail addresses,” says Braban-Adams. “They do e-mail promotions themselves, but they’re not putting their e-mail lists on the market. It’s strictly a mail medium at this point.”
For organizations with in-house e-mail lists or those able to find an appropriate list of lawyers who have opted in to receive messages, however, e-mail can be highly effective.