A law firm places a tombstone ad about its environmental expertise in one issue of a statewide bar journal, hoping to solicit referrals. A tax practice group hosts a one-time seminar for accountants on emerging controversy issues. An international practice group sends out one update on some proposed regulations. Each activity is the first and last of its kind. If your firm is looking to eliminate something from its marketing strategy, start with the activities for which there is no follow up or reinforcement.
Every good marketer knows that marketing results require reinforcement and follow up.
An effective advertising campaign requires at least six insertions. Shoot from the hip. The Chamber of Commerce calls and wants your firm to sponsor a table at a dinner event. A local business publication is doing a special issue on real estate and suggests your firm buy an ad. An employee benefits consulting firm calls and asks if you would like to co-sponsor a seminar.