At Media Masters we constantly preach the mantra that the best way to gain the attention, respect and ultimately the business of your target market is to answer the "What's in it for me?" or WIIFM question for that market. A firm that does this very well is Fulbright & Jaworski. Fulbright does not spend the majority of their signifigant marketing budget on glossy full page ads or mailouts. Fulbright answers the WIIFM question through educational marketing designed to solve problems free of charge for their peers, their clients and their own firm.
Fulbright does this by publishing annual and occasional quarterly reports. This marks the fifth consecutive year that Fulbright & Jaworski has commissioned an independent research firm to survey senior corporate counsel on their experiences and opinions regarding various aspects of litigation and related matters. This year, 358 respondents participated in the survey, including 251 in the U.S. and 100 in the U.K., a statistically significant sample. Some of the new areas highlighted this year are: multi- plaintiff labor & employment disputes, corruption/bribery investigations, the subprime credit crisis, u.k./Eu data protection laws and “full” pretrial disclosure.
Worried your marketing budget can't afford to hire an outside research firm to do the same? No problem, write an article based on the findings of some key smaller scale sample sizes on topics specific to areas of concern your practice area is experiencing. Don't know what those are? This is the perfect opportunity to call some past and current clients and offer valuable face time to ask. Your clients will be flattered you care and are offering to help solve their problems and you can offer to send the report to their peers thereby gaining potential referrals. Everyone wins!
Click here to download Fulbright's report