McGuireWoods ad campaign launches

McguireWoods rattled the Chicago legal market by running ads starting this week that markets its ability to tailor fees for its legal services that go beyond the traditional hourly rate.  I obtained a copy of one of the ads in case you missed it.  Click on the image to see the full size version.

Here's the body copy:

"The longer lawyers take, the more they make. Does that align their interest with yours? McGuireWoods has been working in Chicago for over 100 years. We understand how to create alternative fee programs that aren’t based on time. Whether it be a fixed fee, success fee or some other alternative, we have learned that companies make better decisions when they know the cost up front. If your lawyers serve the clock more than your needs, we would like to discuss how we can help. Off the clock, of course."

Professional firm marketing could use more of this kind of edgy advertising.  The beauty of the campaign is that most firms will already offer an alternative fee; but McGuireWoods is promoting the fact.  It reminds me of the service guarantee that Ungaretti & Harris offered a few years ago.  Basically, if you were unhappy with their work, they'd be willing to talk about a discount.  Most firms would do the same, but the Ungaretti firm promoted the fact.  I thought it was a fabulous tactic!  The way it was reported in the press, including the New York Times, was that for the first time a law firm was offering a money-back guarantee!

The Chicago legal community huffed and puffed about it, but it was the novel marketer that will be forever remembered.

Comments

[Ryan James]

These new ads are a perfect example of how advertising and the right marketing message can create differentiation in a service that has been around for years. As stated above, alternative billing has been around for a long as there have been professionals. Doctors used to barter for service with farmers and as is shown, lawyers barter for something else. The genius of the advertisement is being able to use the hourly billing or retainer stigma associated with legal services and offer a differentiated alternative.

-Ryan
www.4mysales.com

[Patrick Lamb]

I agree with the comment by Joel S. But I go a bit further. Not only is it not groundbreaking, but it will feed client cynacism about the use of alternative fees. I wonder if they screened the ads with their clients, especially those to whom they have not offered alternative fees. But bottom line, I think it makes McGuire Woods look precisely the opposite of the "cutting edge" image they said they were seeking.

[Joel S.]

I don't quite understand the hubbub. Essentially McGuireWoods is spending a bunch of money to promote a concept (alternative billing) that's used by a lot of big and small firms in the Chicagoland area. I understand there's value in the publicity aspect (like with Ungaretti & Harris), but I also think that the message being conveyed is not as revolutionary (or meaningful) as it could be. Good messages used in the past are things like:

-we guarantee that we'll respond to all client calls/e-mails within X hours

-we're introducing the first practice area that centers on the legal issues confronting gays and lesbians

What's the message here? "We're willing to talk about alternative fee arrangements." That doesn't strike me as groundbreaking. How about announcing "The End of Hourly Billing," and charging ONLY by alternative billing arrangements?