April 2, 2007

LEGAL MARKETERS TAKE HOME COVETED YOUR HONORS AWARD RECOGNITION

Forget the “Best Picture” category.  The latest trend in award ceremonies includes “Best Promotional Legal Marketing” category.  

WOODLAND HILLS, Calif. – It appears that legal marketing is here to stay.  Legal marketers now have their own awards, complete with an Oscar-like award ceremony and national recognition:  the Your Honors national legal marketing awards, hosted by the Legal Marketing Association. 

This year, Legal Brand Marketing, LLC, creator of The DUI Magazine, among other legal marketing products, took home the 1st runner up award in the promotional collateral category for the magazine.

“I’m proud of the product,” says Braden Pollock, founder of Legal Brand Marketing.  “It’s something that legal clients can understand, and it’s working very well for attorneys across the country.” 

In fact, the magazine is working so well that one law firm who uses the magazine for marketing purposes has hired additional staff to keep up with client inquiries.  That law firm, The Kavinoky Law Firm, contributes nearly 30 percent of their client leads solely to the magazine.

Darren Kavinoky, founding attorney at the law firm, says that this is one of the best marketing investments that his firm has made.  “The magazine deserves the national recognition,” Kavinoky claims.  “I am a big believer in marketing and advertising and I try a lot of different methods to get clients in the door.  This is probably the best investment I’ve made for marketing.  The response from potential clients has been overwhelming.” 

The magazine is a 20-page, full-color glossy publication complete with an interview with an attorney.  In addition, the magazine contains many different articles about DUI and how to hire the best attorney for DUI defense.  The reason potential clients like the magazine, says Pollock, is because of its informative and simplistic nature. 

“Clients are nervous, and they need answers,” Pollock says.  “They don’t want legal jargon.  They want to know what they can do to help their current position, and they want to know that there is hope for their cases.” 

Pollock said his idea for the magazine came to him after speaking with attorneys across the country and viewing the “jail mail” they sent to clients. 

“I see what attorneys are sending to clients and it’s boring.”  Pollock says.  “Most attorneys think that they will get clients by sending a letter.  Unfortunately, most of this ends up in the trash.”

Pollock went to work creating something that was client-centric.  He took the focus away from what the attorney can do for the client, and re-positioned the content to show the client that he has the power to help his case.   He claims that this switch in approach makes all the difference in the world. 

As in the past, Pollock and the rest of the staff at Legal Brand Marketing continue to work on novel, creative marketing products for attorneys.  Pollock says they will keep creating as long as attorneys stay interested.  And it doesn’t look like the interest is dying anytime soon.

“Next year,” Pollock says “I’ll be ready for the paparazzi at the award ceremony.  This year, I was caught off-guard.”