Is your advertising campaign ‘en-pointe?’

An article in the Law Society Gazette has recently caught our eye. It involved a legal marketing issue after a Dorset based Law Firm, Humphries Kirk LLP, came under fire for using an image of ballerina’s with their arms crossed across their chests

An advert that’s quirky, clever with mild innuendo? Or deeply offensive?

The ‘case’ was unusual not least because it raised the issue of how a law firm had chosen to market itself (not something that normally makes the headlines) but also because action had been taken against the law firm following just one complaint. One complaint….for law firms already nervous about how they market themselves, it was not helpful!

Fortunately for law firms and for those who market them, The Advertising Standards Authority (ASA) concluded that Humphries Kirk LLP was not in breach of rules concerning harm and offence, and has allowed them to continue using the advert.

Marketing for law firms: why so serious?

Law Firms often face criticism for playing it safe when advertising their business, but advertising can prove difficult; particularly for the legal sector. Any campaign needs to focus on client’s potential problems and need for a lawyer, highlighting clearly the services provided, whilst also conveying professionalism. Yet it needs to engage with the target audience, and get the message across without seeming patronising.

Law Firms are often reluctant to use funny adverts for fear of being viewed as unprofessional. However it’s important to remember that when it comes to brand awareness, humour can go a long way. Katharine Jones, Partner at Humphries Kirk LLP said (albeit prior to the complaint) “We’re delighted with the outcome of the campaign. We wanted to be true to our brand and recognise that we are still traditional and professional solicitors – but with a personality.” We couldn’t agree more.

In-depth articles, showcasing the company’s expertise and knowledge are often included on websites and blogs. Therefore, presenting a brand which mixes legal expertise with approachability is exactly what Humphries Kirk LLP was trying to achieve, and in our view succeeded.

As in any professional sector you want to appear serious and focused about work, but nowadays people also want to see a firm that don’t take themselves too seriously.

When creating an advertising campaign, most marketing teams would avoid industry talk. It’s important to remember you’re human, just like your client. Keeping it real and aiming for a dialogue with your clients, rather than talking at them is an effective way of getting your message across to a wider audience.

Law firm tag-lines

With this is mind, the tagline used by Humphries Kirk LLP ‘Protect your Assets’ not only engages with the clients, but also highlights the firm’s commitment to protecting them. Clever really.

Including a picture in an advertising campaign is also a good idea, after all ‘a picture is worth a thousand words’. The images used in this particular advert are visually striking, and grab your attention, placed to cause a ‘double take’ and show the practice in a more human way. The aim of them is to engage the audience, not offend. The images used in the campaign all show people partaking in everyday activities, again a clear attempt to engage with a wider audience.

It’s worth mentioning that one of the images used in the campaign showed Rugby Players in the same pose with the same tagline. One could argue this isn’t sexist at all and is instead inclusive of both genders.