Adobe Systems
Marketing for Lawyers - Seminar
1
Marketing for Lawyers
Romana Buzková
Romana.Buzkova@law.muni.cz

Adobe Systems
Marketing for Lawyers - Seminar
2
Seminar 11 March 2019
̶Services, global brands
̶Successful examples
̶Service marketing
̶Customer service
̶Services in legal context
̶

Adobe Systems
Marketing for Lawyers - Seminar
3
What is a service?
̶Any act or performance that one party can offer to another that is essentially intangible and does
not result in the ownership of anything. Its production may or may not be tied to a physical
product (Kotler 1994).
̶Service-based business x product-based business.

Adobe Systems
Marketing for Lawyers - Seminar
4
Service x product

Adobe Systems
Marketing for Lawyers - Seminar
5
Some examples of services
̶Accounting
̶Advertising
̶Banking and financial services
̶Communications
̶Consulting
̶Education and training
̶
̶
̶
̶Health care
̶Leasing
̶Legal services
̶Maintenance and repair
̶Management and catering
̶Publishing
̶Transportation
̶

Adobe Systems
Marketing for Lawyers - Seminar
6
Why is it important?
̶Services play an important role in today's world of business – we live in a service economy.
̶Services sector is the largest sector in the world.
̶Today, over two-thirds of GDP and four-fifths of employment in the OECD countries are in the
services sector.
̶
̶

Adobe Systems
Marketing for Lawyers - Seminar
7
Examples

Adobe Systems
Marketing for Lawyers - Seminar
8
Best global brands
̶Which companies do you think that belong to top 3 in the world?
1.…
2.…
3.…
̶https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/

Adobe Systems
Marketing for Lawyers - Seminar
9
Do you know any Czech companies/brands?

Adobe Systems
Marketing for Lawyers - Seminar
10
RegioJet (Czech example)
̶https://www.regiojet.com/
̶
̶

Adobe Systems
Marketing for Lawyers - Seminar
11
Share your story J
̶Find a (successful) example from your country.
̶Prepare a short description of the company and its services.
̶What makes it special? Why do you like it?
̶Is there anything you do not like?
̶Do you have any recommendations for improvement?
̶

Adobe Systems
Marketing for Lawyers - Seminar
12
Service marketing
̶Smart ways to market a service business: https://www.youtube.com/watch?v=O7iGZ9hpPjg
̶Service marketing triangle: https://www.youtube.com/watch?v=BhY5OAz4vIA
̶Discussion
̶How would you describe the marketing strategy of your company?

Adobe Systems
Marketing for Lawyers - Seminar
13
Customer service
̶Everything what a company does for satisfaction of its customers.
̶Helps to gain higher profit from sold products.
̶Customer services can be also an important competitive advantage.
̶Why customer service matters: https://www.youtube.com/watch?v=nxtaMdu55Ug

Adobe Systems
Marketing for Lawyers - Seminar
14
Customer service
̶May be provided by a person or by automated means.
̶Understanding of customers' needs and wishes.
̶Influences emotional experiences from purchase and helps to increase the satisfaction of
customers.
̶ Generates income and revenue.

Adobe Systems
Marketing for Lawyers - Seminar
15
Customer service
̶Before, during and aftter the purchase
̶Examples of customer services:
̶Providing sufficient information about the company and its products
̶Payment options
̶Transport and packaging of products according to customers' preferences
̶Maintenance services
̶Free phone connection
̶Online helpdesk
̶Others
̶
̶
̶

Adobe Systems
Marketing for Lawyers - Seminar
16
Customer service
̶How to offer it:
1.Know your product (do not leave a customer with an unanswerened question).
2.Body language/communication (smile, keep and eye contact).
3.Anticipate customers‘ needs (go the extra mile).
4.
̶

Adobe Systems
Marketing for Lawyers - Seminar
17
Tasks in groups J
̶Think about any kind of service that can be provided in addition to standard legal services.
̶Try to find a legal office from your country which in your opinion provides good (accompanying)
services.

Adobe Systems
Marketing for Lawyers - Seminar
18
Thank you for your attention!

Adobe Systems
Marketing for Lawyers - Seminar
19
References
̶Lucie Kaňovská: Service Marketing, 2017 (Brno University of Technology, Faculty of Business and
Management)
̶https://marketbusinessnews.com/financial-glossary/services/