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Brief Online Surveys Drive Attention
Posted on April 26, 2011 at 9:24 am
Sometimes I feel like Rumplestiltskin, jumping up and down, ready to split in two as I try to convince clients to use thought leadership as a marketing tool. Only Fulbright and K&L Gates in the legal world made a sustained run at it as far as I can remember. Accounting firms get it, but even they get swept up in the day-to-day welter of work. Major consulting firms understand that clients seek expertise and thus demonstrate it regularly. But thought leadership doesn’t need to be a monumental survey. It can just be a reminder that you know your territory. This very simple banner ad from monster.com is proof. A hook and a payoff. Nicely designed. Displays all the brand elements we associate with monster.com (except the monster that I loved, which they seem to have abandoned).
So, take a tip from a commercial site. Surely, there’s a single question you could ask that would drive someone to your most important service area.
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Burkey Belser
Burkey Belser, president and creative director, pioneered legal services marketing. He has been quoted on brand design topics by dozens of industry publications and is highly rated as a speaker on topics from branding to information design.