October 21, 2011
A short video can be a great tool for marketing your law firm to prospective clients and other professionals, managers at law firms agree. And thanks to social media and sites such as YouTube, sometimes those videos can reach an audience even their creators might not have envisioned.
Just ask Maureen Peets, marketing manager at Torys, and Bridget Dewyze, Torys' business development co-ordinator, who say they saw one of their firm's student recruitment videos get somewhat unexpected publicity after a blogger used the short video — featuring clips of the firm’s articling students — as an example of attractive articling students in a post claiming Canadian articling students are more attractive than their American counterparts.
"It really got our videos into a whole new exposure level, if you will," Maureen said. "They take on a life of their own," added Bridget.
Videos can also put a face on the firm. "We have interviewed some students who said they recognized immediately our director of student recruitment because they had watched our podcasts," Bridget said. "When they went to the actual schools, students recognized our contact right away and said they felt like they knew her already."
Torys main goal is to use video to show their lawyers' expertise in a very personal, efficient way, Maureen said. But Torys, which usually hires a videography team to help with its videos, is trying out different approaches beyond the traditional lawyer speaking to the camera. Their 2011 M&A Trends video got kudos for its fresh approach: a sped-up effect of an illustrator making ink and pen sketches, accompanied by a voiceover from a Torys partner.
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