This is a reference to the February 6, 2007 article in the business section of the Kansas City Star that echoed many points that we have been preaching for months, but goes a step further by supplying specific examples of success stories. This article begins by talking fundamentally about blogs being different from a static Web site because they contain continuously updated information where the most recent entry appears on top. One quote from the article indicates “blogging has brought him more clients in two years than phone book advertising did in seven years.” Another quote indicated that “their blog was not designed to generate business but to share current developments quickly and easily with other lawyers in the firm and with existing clients.” This is noble but I am sure they don’t mind the additional benefits gained of signing a few new clients.

The legal profession is an excellent example of how to apply the blogging technology. This profession has the built in benefit of attracting individuals looking for information they are willing and able to provide. The blog site should be set up to be search engine friendly. After all we want Google, Yahoo and MSN, etc. to pick up the postings so people can find and read them. The blog site should be structured in a way that allows the categories (e.g. wills and probate, employment, bankruptcy, immigration, etc.) to be easily accessed and the blog appropriately posted.

Blog site www.homeofficelawyerblog.com was mentioned in the article and provides a sample of a fairly good implementation. This blogger concentrated on a niche market (home office businesses) and provides information in categories that are of interest to this target market. This blogger appears to post a blog entry every other day and is benefiting from the effort.

Blogging can take from five to 15 hours a week even after the blogging site is up and operational. There are ways to minimize this effort and siteEDGE Agency is here to assist. Let us know what you think.

siteEDGE News, Blogs, Legal Marketing | No Comments »

Without a doubt, the most talked about ad spot for the upcoming Superbowl XLI is the Kevin Federline commercial for Nationwide Insurance. However, the reason the ad is being discussed so much isn’t because it’s set to air during the big game, it’s that it was released online the week before, and has created quite a stir.

The first ingredient to this masterful bit of marketing is Federline himself. Most famous for being the ex-husband of pop princess Brittney Spears, he is one of the most talked about personalities in America. Add his lackluster success as a rap artist, and a significant sense of humor, and you have a hilarious commerical.

In the commercial, Federline is portrayed as a successful artist who suddenly finds himself working the fryers at a local fast food restaurant - fitting with the well-known tagline “Life comes at you fast.” The concept for the commercial is really good, but it’s not the reason that there has been so much discussion surrounding it. The real reason that is driving all the internet, radio, and television commentary on this commercial is the fact the National Restaurant Association has taken its portrayal of working in the fast food industry as a negative thing pretty personally. Without going into the ins and outs of that controversy, let’s see what we have from a marketing standpoint:

1)Proven Concept for Ad Placement (”Life Comes at You Fast”)? - Check
2)Slightly Controversial celebrity spokesperson? - Check
3)Entertaining (and slightly realistic) creative? - Check
4)Viral Quality to video? - Check
5)Just enough controversy to make sure people keep talking about you? - Check
6)Millions of visitors to your website before your ad even officially airs? - Check

Brilliant. I’d like to tag Bill Tancer to let us know what Hitwise has to say about their market share before this video ‘leaked’ and after.

Technorati Tags: Nationwide Insurance, Superbowl XLI, Keven Federline, Commercials, Hitwise

Television | No Comments »