Friday, January 18, 2013

The Book of Mormon and Target Law Marketing.

We saw the Book of Mormon recently and really enjoyed it. 

We also saw an especially good example of carefully targeted and executed marketing -- a lesson many law firms could benefit from. 

My wife, a former musical theater singer/dancer, always ensures that we arrive early to read the Playbill and see who she knows in the show. 

Here's the interesting part - 

There were three consecutive right-side, full-page ads in the short program, each one with attractive smiling young person and a clever, tongue-in-cheek headline - "You've seen the play ... now read
The Book."  "The Book is always better." And "I've read The Book."

Then you can use an app on your smart phone to scan the QR code at the bottom of each ad (here's how it looks on my iPhone):

... that links to a website with more information about LDS:

Great idea, great marketing.

Here's the point:

Law firms too often take the obvious route, e.g. advertising in the local business publication or magazines dedicated to corporate counsel.  These are often good ideas -- but it helps to look past them as well.  Dig deeper.  Consider creative solutions.  Think about where your targets go, what they read, what they attend.

Some creative marketer at a meeting in Salt Lake City must have said, "You know, I have a crazy idea - why don't we become the primary advertiser for 'The Book of Mormon' Playbills?"

You'd have to imagine that the LDS community was already discussing what position they should take regarding the show.

I'm glad they took the "if you can't beat 'em, join 'em" approach.


All images (c) 2013 The Book of Mormon, and Intellectual Reserve Inc. 

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