Australian mid-tier law firm, Sedwick, Lyner and Palige are bucking the trend when it comes to using social media and the internet for increased marketplace visibility, brand credibility, client acquisition and retention.
“We – myself and the other senior partners – think that social media, in fact this whole online thing, is just a waste of time.” says Barry Sedwick. “From what we can see social media is full of nothing but kids and cats, neither of which are our target demographic.
“We also plan to shutter our website and blog as they’ve become unwanted distractions. To be frank I never understood why we would blog our best stuff when our entire business model is premised on us knowing more than the client does and then selling advice to them in 6-minute increments.
“Our new multi-pronged off-line marketing and sales initiative is intended to future-proof Sedwick, Lyner and Palige for years to come. The centrepiece of the program is a series of Yellow Pages ads. Yes, they’re expensive and need to be renewed every 12 months, but it says to the community ‘we’re here and we’re cool’ – if I can use that expression. It’s definitely a credibility play for us.
“We also have an aggressive client acquisition strategy rolling out which will see us extend further into letterbox drops, a heightened presence on shopping centre notice-boards, and the ongoing placement of promotional flyers on car windscreens at local train stations. And we have a skywriting campaign planned for later in the year, weather permitting.
“I know a few of our junior partners and staff are not fully behind our move to off-line, but we’re living in a different world now and we need to adapt if we’re to stay relevant – as scary as that may be to the more conservative folk amongst us.”