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    June 5th, 2014

    ♫ These are the people of Walmart
    Through mark downs, roll backs, and shopping carts
    These are the people of Walmart
    Where we save money and shop smart only at Walmart…

    Lyrics, music and recorded by Jessica Frech.

    walmart

    They teach you in business school to carefully evaluate your ‘marketing mix”. When it comes to a law firm’s marketing mix, the discussion is typically centred around the 7 P’s of law firm service marketing:

    • Product
    • Promotion
    • Place
    • Price
    • Physical Evidence
    • People
    • Processes

    What is unique in North America is that there is a law firm - Axess Law - that has taken a bold step into rethinking the traditional marketing mix for a law firm.

    Here is their contact info from their website for one of their offices:

    axess law walmart address

    What are their products? They state:

    Whether you are looking for a real estate lawyer, an estates lawyer, a family lawyer, a notary public to notarize or commission your documents or a business lawyer to draft your business agreements, we can help you.

    What is their promotion? This is from their website:

    Axess Law has highly experienced, trained and dedicated lawyers and legal representatives on staff similar to what you would expect to find at any other law firm. Unlike other firms, our approach to law is refreshingly different. We believe that law should be accessible to all, should be available at times that suit you and at prices that make sense. ‘Law Made Easy’ is not just our trademarked slogan – it is the philosophy that guides our everyday business.

    Their place is obviously just inside a Walmart store..with convenient hours and free parking.

    Their prices are aimed at the Walmart shopper: They advertise the lowest legal fees in Ontario for home purchases (guaranteed! they say) and $99 personal wills.

    Judging by their website, their physical evidence reflects their style: Simple, clean and uncomplicated. One major difference is that you won’t find the traditional listing of the lawyers in the firm with their stuffy bios. Their website is strictly focused on the consumer of their services.

    Who are the people who deliver these services? They state: “Dynamic challenges. Amazing people. Your career starts here.” Their website is an active listing of the people that they are looking for to join them: …with the Law Clerk position listed first, then Client Service Associate and at the end, Lawyer.

    What about their processes? Their motto is “Law Made Easy“.

    This is one dynamic firm. They have obviously thought through their approach to the market and they are taking a different direction from most, if not all, of the law firms in North America today.  These are the people – and the lawyers – of Walmart.

    -cross-posted to www.tips.slaw.ca 

    This entry was posted on Thursday, June 5th, 2014 at 7:56 am and is filed under Adding Value, Business Development, Change Management, Firm Governance, Issues facing Law Firms, Law Firm Strategy, Leadership and Strategic Planning, Trends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

    One Response to “Main Street..or Wal*Mart? Is it Time to Rethink Your Marketing Mix?”
    1. Steve Jacob Management North Lanarkshire Says:

      Steve Jacob Management North Lanarkshire…

      David Bilinsky – Thoughtful Legal Management…

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