Legal network launches loyalty card in battle of the brands

Online legal alliance QualitySolicitors.com is launching a TV marketing campaign with the eyecatching gimmick of a loyalty card for clients.

Craig Holt

Craig Holt

Online legal alliance QualitySolicitors.com is launching a TV marketing campaign with the eyecatching gimmick of a loyalty card for clients.

The scheme has been devised to help Quality-Solicitors, a network of more than 100 lawyers and law firms, in its bid to steal a march on rival big brands entering the legal market.

QualitySolicitors chief executive Craig Holt said the scheme was a direct response to the increased competition and “to show that lawyers can be just as innovative as them”.

“Clients will be able to earn points on their legal fees,” added Holt. “These can then be redeemed for discounts on future legal purchases, for example wills or conveyancing.”

Last month the Co-operative launched a nine-week in-store awareness campaign to promote its legal services business, while Halifax launched its own legal ­services campaign in July.
QualitySolicitors chief operating officer Saleem Arif said that under the alliance’s new scheme clients would also be able to earn Air Miles “and ­perhaps take a holiday after a stressful divorce”.

A series of firms have recently poured investment into brands aimed at targeting a consumer audience when the Legal Services Act comes into force in 2011.

In May Beachcroft launched ‘B2 from Beachcroft’, a limited ­company established by the partnership to conduct volume personal injury work. And last year Russell Jones & Walker launched 4Legal.

Meanwhile, this year Optima Legal became the first limited company to enter The Lawyer’s UK 200 table with a £30m turnover.

Silverbeck Rymer, another volume firm, which specialises in personal injury, has five partners and an average profit per equity partner figure of £1.68m.