News Article Published:
Monday, 29 October 2007
Category:
Legal
Small-and medium sized service-based businesses, such as accountancy and legal firms, can use their size to their advantage, one expert has claimed.
Kate Kozial, president of a Chicago marketing firm, says that smaller firms can narrow their focus to a particular niche in their market - and become a much more attractive brand to potential clients in the process.
"The more narrow your scope, the more valuable your expertise to your clients," she told the Chicago Tribune.
"If you narrow down to a focused market, you can concentrate on advertising to that market, doing public speaking to that market, pursuing trade or business press opportunities in that market."
The Chicago paper cites the city's LawyerLink LLC - a contract legal staffing firm - as one that has successfully managed to lower its scope but up its custom. It became an expert in electronic discovery, where US attorneys provide facts and documents to each other before a trial commences.
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