Avoid “New lamps for old” – why the genie of marketing takes some effort

Posted on: October 23, 2012

You will remember in Aladdin that the sorcerer tricks Aladdin’s wife into giving up the lamp containing the genie by offering to exchange “new lamps for old”. Perhaps there’s a moral in that story for professional service firms.

I’ve noticed that a number of smaller legal, accountancy and property firms have recently paid significant sums to acquire shiny new lamps in the form of a new logo, a new web site or promises of instant success with technological tools such as social media. These are important elements of an integrated marketing strategy – but they are not substitutes for it.

At the same time they have given up the old, battered lamp (that delivers a higher profile, improved client service, new products, new insight, new clients, better relationships and ultimately greater profits) which takes some effort such as achieving a structured business plan, fee-earner behaviour change, investment in systems and on-going commitment to business development.

Remember the saying “No pain, no gain”? The chances are, if your marketing solution appears to be effortless the results will be – like the genie – temporary, illusionary and possibly even damaging.

 

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