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March 13, 2013

How Advertising can Support your Marketing & Sales for a Competitive Advantage, Part 3

This is the third in a 3-part series on a few current consumer advertising campaigns that really got it right with their advertising – all of which were an excellent execution of a strong marketing strategy. [Yes, they’re B2C, but they illustrate very important marketing lessons.]

In the last two posts, we showcased Hardee’s/Carl’s Jr. and Chik-Fil-A and the interesting work they were doing with their TV ads.  This week I want to talk about the law firm of Cordell & Cordell.

I first heard about them through their radio ads here in Nashville.  They are a firm that focuses on men in cases of divorce.  That, in itself, is very interesting.

But what I found even more interesting was their use of ‘content marketing’ – the sharing of useful, beneficial information that could actually help a man going through a divorce – in the radio ads themselves.  [Sorry, I couldn’t find a recording of the ad to imbed here.]  To be honest, I’m not sure I’ve ever heard a radio ad – from any company – that used their air time to help people… rather than just to sell products or services.  Really unique… and it got my attention.

I then went to their website and the strategy of content marketing continued.  In fact, they have two related sites that are all about providing information and resources for men going through as divorce:

The moral of this story for the market research industry is pretty simple… if you have good (or better yet, great) information that your clients and potential clients could use to help them to do their jobs better… then give it to them.  In whatever form makes sense… blog posts, articles, case studies, white papers, webinars, eBooks, etc.

Providing that level of content – on a regular and consistent basis – will do two things for you (as it has for Cordell & Cordell)…

  • Provide a point of differentiation from all of your competitors that don’t do it
  • Showcase your expertise as a means to position your firm in the marketplace

One word of caution, though… make sure you write about something that resonates with your readers.  For example, if your firm conducts qualitative research, don’t write about all the bells & whistles of bulletin board focus… they won’t care!  Instead, write about how BBFGs are used, the kinds of applications for them, how they compare to traditional research, a case study about a project you did, etc.  These real-world articles – written from the readers’ perspective – will really get their attention… and help to provide you with a competitive advantage.

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