Law Firm Uses Crowdsourcing for Marketing Help
A divorce law firm in North Carolina turned to a crowd for marketing help and ended up with more effective pay-per-click ads and a new logo that reflects its practice focus.
The Rosen Law Firm, based in Raleigh, tapped into “crowdsourcing,” the New York Times reports. Crowdsourcing companies turn their clients’ problems over to a pool of consumers who offer their suggestions or freelancers who generate ideas and compete for the work.
The company Rosen used to design its logo, 99 designs, explains its business model for Web and logo design this way: “Need a design that stands out from the crowd? Simply post your design brief to our community of 75,872 designers then sit back and choose the design you like!”
For its pay-per-click advertising, Rosen used a company called Trada, which touts its 500-plus pay-per-click experts, although about 25 work on any given campaign. The law firm specified the maximum amount it wanted to spend on each click, up to a total of $6,000 a month, and on which search engines it wanted the ads to appear, the Times says. The experts then create search words and ads, and are paid the difference if the ad campaigns come in under budget.
Law firm president Lee Rosen told the Times that he spends the same amount as before he hired Trada, but his employees no longer have to work on the effort. “Really,” he told the Times, “it’s magical.”
