|
 Business Challenge
Merthyr Law is a small law firm specialising in commercial and business structures, taxation and estate planning. With a desire to grow the business, Sense Marketing was engaged to develop its 2006/07 Marketing Plan.
One of the key issues facing Merthyr Law centred on the fact that the firm’s Principal was almost solely responsible for winning and retaining business, and developing referrer relationships.
Sense Marketing Solution
The key areas addressed in the Marketing Plan were:
- Client Segmentation – high and low value clients
and referrers were determined through extensive financial
analys
- Service Offering Segmentation – the financial contribution
of each area of law was reviewed and recommendations made
to reduce the number of areas of law offered
- Referrer Contribution – revealed how important
referrers were, or were not, to Merthyr Law’s revenue
- Marketing Communications Strategy – Merthyr Law’s
brand positioning was explored and communication tactics
recommended
- Client Relationship Management Strategy – how to
implement a structured client management program to build
client and referrer relationships was detailed
Key Results
Merthyr Law is exceptionally well-positioned in the marketplace to grow its business. It is now equipped with a greater understanding of which clients and referrers offer the greatest earning potential, and the marketing and business development tools to drive new business. |
