Reflections On Winning A Marketing Award

So a law firm wins a marketing award…

Sounds like the beginning of a joke, but in this case it’s actually true. WMCZ came away with the Marketing Award at the 2018 SABEX Awards Gala on February 8, 2018. This Award goes to the business demonstrating exceptional performance in Marketing.

Lawyer marketing seems to come in two flavours. On the one side there were the old, traditional rules where lawyers could post what amounted to a business card, but that was it. There was little background for customers on what the lawyer did, how she did it, or the other necessary information for an informed decision.

The other extreme is even more problematic. Many of us have looked in horror at the hardcore, high velocity ads from (mostly) American lawyers who promise to give you a free bicycle if they don’t win your impaired driving case. Or who use high pressure ads more suited to kitchen equipment infomercials

Neither approach is appealing, but what we have tried to do is keep marketing in its most useful context. We see marketing in almost everything we do, from the quality of our work to how we tell people about it, but at its core, it is about information. There are lots of lawyers out there, and plenty of good ones. We need to stand out and describe to our clients and potential clients why they should entrust their affairs to us.

On top of that, we want to be ourselves: informal, knowledgeable, but not too serious. It’s a fine line between clever and stupid, as Spinal Tap famously told us, and an even finer line between professional and goofy. We may not always hit the mark, but we want our clients to know that we are like them, we live in the same world, and we know what it’s like to be looking for answers.

So whether it’s our innovative WMCZ U program, or our borderline silly ads, or our attention to hands-on care, our marketing covers a broad swath. We are honoured that the Saskatoon Chamber recognized our efforts but it’s just the start. We plan on continuing to use marketing to help anyone who wants to learn more about our service.