Using Accordions as a Law Firm Marketing Technique
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Kudos to Frank Lopez, marketing director of 130-lawyer Hanson Bridgett in San Francisco, the firm put up a delightful video, "The World Accordion to Hanson Bridgett."
Using music it demonstrate the firm's diversity, showing that people of all sorts of ethnic backgrounds cab play wonderfully together.
(I'm playing the video for the 7th time -- being part German, I love the oom-pah music, the Zydeco beat and the Hispanic enthusiasm.)
The brilliant move is part of a "new look" and new tagline -- "inspired" -- including a video of managing partner Andrew Giacomini leading an accordion band through the streets of San Francisco.
"Want to see a law-firm managing partner walk down Market Street in Lederhosen and knee-highs, banging a bass drum to accordion music? Check out this YouTube link: http://inspired.hansonbridgett.com/," a firm announcement states.
"The Northern California firm formerly known as Hanson, Bridgett, Vlahos, Marcus & Rudy LLP again employs a progressive campaign to differentiate itself from the competition. This time the firm harnessed the power of the Internet and popularity of social networking to spread its new look and feel by "word of mouse."
"We examined the viral video medium and quickly recognized it was a great way to reach a new generation of people," Giacomini said. He in particular desires pervasive distribution of the video because "I want people all over the world to see me in Lederhosen."
