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Learning From Client-Driven (Literally) Marketing
Seems like the brand name Segway' keeps popping up in unusual places. According to the company manufacturing them, 'The Segway Human Transporter (HT) is the first of its kind ' a self-balancing, personal transportation device that's designed to operate in any pedestrian environment.' To me, they look like pogo sticks on wheels.
How does this relate to law firm marketing? The product's manufacturer is making maximum hay out of non-traditional, client-generated marketing. Two Segway spottings in recent weeks should turn your thoughts to ways you might utilize clients to help boost your firm's name recognition. Peter Gabriel and his daughter and fellow band member, Melissa, delighted audiences at one of their recent concerts by singing an entire song while doing on-stage precision maneuvers with Segways. And then, there's LawMarketing.com online list member, Scott Kurttila, Regional Allocation Manager for San-Francisco-based Legal Match, Inc. He's about to complete a cross-country jaunt on a Segway. Kurttila, who's taking a four-month 'leave of adventure,' is attempting to ride a Segway HT coast-to-coast on a hundred day, 6,000 mile journey.
The Segway Web site includes a link to 'Real stories from real people,' a collection of stories from individuals who own Segway HTs. This is client-driven guerilla marketing at its best. The company's clients are creating 'earned publicity' and touting the benefits of the branded product through their own words and photographs.
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