Strategic positioning in the market
Strategic positioning comes before any marketing activity: only once the goal is settled can budget be spent sensibly. We define objectives at three levels — for the firm as a whole, for the individual practice groups and for the fee earners. Their sum is your position in the market. From it follow a clear profile for your target segments, the choice of services and price level per segment, and a marketing strategy derived from the positioning.
What sets us apart
- 1Objectives at three levelsThe firm, the practice groups and the fee earners are looked at separately and then brought together.
- 2A profile for target segmentsProspective clients should be able to judge how well you meet their needs.
- 3Budget with directionThe marketing strategy is derived from the positioning instead of budget being spent without coordination.
Our services
Defining objectives
Firm, group, individual- Three levels. We define objectives for the firm as a whole, for practice groups and for fee earners.
- The sum. Their sum is your market positioning.
- Interests. Positioning has to bring together the interests of all three levels.
A profile for target segments
Legible to prospective clients- Clarity. We create a clear profile for your target segments.
- Judgement. Prospective clients should be able to judge how well you meet their needs.
Segments, services, price level
The three decisions- Decision. We determine which segments you address with which services and at which price level.
- Pricing. The price level helps determine which segments you can reach at all.
What blurs the positioning
Services that weaken you- Naming them. We name the services that blur your positioning and therefore weaken it.
- Fit. Offerings that do not fit the target segments weaken the profile rather than sharpening it.
Marketing from strategy
Goal first, budget second- Derivation. The marketing strategy is derived from the positioning.
- Effect. Without that clarity the budget spreads across measures without direction.
- Maturity. A practice area being built up is promoted differently from an established one.
Frequently asked questions
Why does positioning come before marketing?
Before budget flows into marketing activities, the goal has to be settled. Objectives are defined for the firm, for practice groups and for fee earners; their sum is the market positioning. Without that clarity the budget spreads across measures without direction. With clear positioning the same budget works considerably harder.
How does positioning take partners and practice groups into account?
Positioning has to bring together the interests of the firm as a whole, the practice groups and the individual partners. We therefore define objectives at all three levels. How intensively a practice area is promoted follows from this too: a field being built up is treated differently from an established one.
Can we offer new services without leaving our field of expertise?
Yes. We align your services with your target groups and develop new services within your area of law. We also examine which offerings fit your target segments and which blur your positioning.
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