May 31, 2000
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eAttorney, Inc. is an Application Service Provider (ASP) and portal for the legal profession.
eAttorney targets the "97% of the legal market [that represents small law firms], rather than focus on the top law firms." eAttorney services over 300 law firms, 30,000 legal professionals, 40,000 students and 45 law schools.
With a demographic that "really wants to touch things" and reads about 9 to 12 publications a month, most of eAttorney's ad dollar (60%) goes into print ads to reach a majority of customers who are not even online yet. "We're trying to motivate a demographic that’s untapped, difficult to reach and very busy," says Ashley S. Russ, Senior Vice President of Marketing for eAttorney, Inc.
The remaining marketing mix focuses 10% of the budget on direct response and 10 to 15% on Internet advertising. 10% is earmarked for site development and review.
"We really monitor our ROI," says Russ. Campaign tactics include "getting on the phone and calling [users] so when we do a print ad, we are motivating [them]."
eAttorney has had excellent results with its reciprocal link campaign, considering it to be the Number One way to draw traffic. "We negotiate with like-legal Web sites. That's a free marketing campaign for small businesses like them," says Russ.
"If I do a print ad in the northeast – targeted to a region or city like the New York area – I'll know if attorneys are signing up from New York the next week. If I'm advertising in New York and they're not referencing the ad, I know it's not working."
On eAttorney 's Internet campaign, Russ quotes a 720% ROI. Online media placement includes keyword buys on America Online. "We negotiated keywords under $100 on AOL just targeted to the word 'judges'. The average consumers didn't care [about this keyword]. The media buy was a gold mine, producing leads for 50 to 60 attorneys every day.