A return to hometown Nuneaton by local entrepreneur Guy Barnett has proved pivotal in the success of a radical new business enterprise.
As Chief Executive of one of the Midlands leading independent law firms, Blakemores Solicitors, Guy today announced preliminary results of Lawyers2you, a direct marketing campaign which has got lawyers out from behind their desks and interacting with the general public, providing access to direct legal advice as never before.
Lawyers2you is Blakemores’ response to the Legal Services Act [LSA], which comes into force in 2011. The LSA will reform the way legal services in England and Wales are regulated, putting the consumer interest first and allowing high street chains to offer legal services, hence the nickname ‘Tesco Law’.
Former King Edward’s pupil Guy, came upon the idea of Lawyers2you whilst shopping in the town’s Ropewalk Shopping Centre. Seeing the potential of direct contact with consumers in the centre, he recognised that traditional legal branding was inappropriate and conveyed a stuffiness and inapproachability which the consumer found off- putting, as Guy explains:
“The “2you” part of the brand emphasises our fresh approach to legal services. This direct interaction with consumers allows us to develop a rapport in a neutral setting, which is important due to the often emotional nature of consumers’ cases.”
Within a few months, Blakemores launched their first law- hub at the Ropewalk in September 2009. Three months on, as a result of the success in attracting new clients in Nuneaton, the official launch date was brought forward by six months.
Following on from the New Year’s sales, consumers across the Midlands woke on the 4th January 2010 to find 12 Lawyers2you legal services law- hubs in every major shopping centre in the West Midlands and Warwickshire”.
Lawyers2you’s first advisor, Marc Grainger, remarked:
“Since Guy approached me with this concept 12 months ago, I have watched us grow across the Midlands from the Ropewalk and it has made me proud to provide a service that is obviously needed to the people of Nuneaton. People like to chat and it has helped that I’m an approachable local lad and not a faceless suit sitting behind my desk waiting for the phone to call.”
Through these stands consumers can obtain information packs and fixed price tariffs on all legal services and make enquires direct with the advisors on the stands, without any need for an appointment. More problematic enquires are referred back to the customer care centre where they are then forwarded to one of Blakemores’ 200 specialist lawyers.
The firm are currently processing over 3,000 new enquires a month, with a month on month growth in enquiries of over 15%, which means by the end of 2010 the project will be generating in excess of 5,000 leads a month. Guy commented:
“The project was a brave unconventional step by a traditional law firm. I am however convinced by the successes that we have enjoyed within its first 12 months and that this is a definite way forward”.
This success has not gone unnoticed as Blakemores were awarded ‘Most Innovative Marketing Idea’ at the 360 Legal Group Awards last week and are in talks with a major retail supplier to take the brand nationwide in 2011.
Tags: 360 Legal Awards, blakemores, Guy Barnett, Lawyers2you, Legal Services Act, Marc Grainger, Most Innovative Marketing Idea, nuneaton, ropewalk shopping centre, solicitors birmingham
I think it’s a brilliant idea, I picked up a leaflet in Solihull. I don’t need anything now but I will keep it
best of good luck, viv