THE LAWYERS WEEKLY  JUNE 4, 1999                Immigration Law

MARKETING AN IMMIGRATION PRACTICE

By Herbert Brownstein

There are many ways to market a niche practice such as immigration. When one pratises a specialty, one has the advantage of receiving referrals from colleagues and has an ability to carefully determine the target market.

The best type of marketing is through the establishment of one's reputation among one's peers and throughout one's potential market base. How does one establish this reputation ? I've used the following techniques to successfully market my law firm:

Determining the target market - Before commencing any marketing effort, one must determine one's target market. There is no point advertising to individuals who do not require your services.

In an immigration practice one must consider which individuals want to leave their country ?

Are they interested in Canada ? You must target individuals who would be eligible according to either the Canadian or Quebec immigration programs. Depending on the category, can they pay your fes and do they have the required assets to be eligible ? Do they have the language skills and are they in the preferred age group ?

Do not advertise in a newspaper in Asia read by the senior population if you are targeting young independant skilled workers.

Alternatively, a business magazine may be more appropriate to attract business clients.

Once you have determined your market, it is time to start your marketing campaign. Our primary target has always been professionals, such as lawyers and accountants, who can refer to us corporate clients wishing to have their employees work in Canada.

In the 1980s the rules for admission of domestics to Canada were simple, and we therefore targeted that market.

Later we selected skilled workers, selecting North Africans speaking French for Quebec and Eastern Europeans speaking English as a second language for the English provinces.

In more recent years we marketed to business investors from Asia and have had a different marketing approach for each group.

Writing a regular column in foreign newspaper - One of the best ways to establish a reputation is to publish. Publishing a book will give one excellent credibility, but involves a substantial commitment.

Writing a monthly article in the right foreign newspaper can be done at no cost to the author and with relative ease. Some of the most interesting stories that potential immigrants like to hear are the true life stories of your client's difficult cases that you have resolved.

Becoming known as an authority in your field through publishing is one of the best ways to establish one's reputation among one's peers while at the same time attracting clients from the target markets you have chosen to write to.

Creating and marketing your website on the Internet - In today's global market, especially in the area of immigration, an Internet site is essential. I do not look upon an Internet sitee as the primary way to obtain clients directly, although as time goes on more and more potential clients are using the Internet to search for their immigration professionals.

An Internet site is one's best reference, and is better than any brochure or promotional material. Everything that you have accomplished must be reflected in some way on your Internet site. The address of your Internet site must appear on all your promotional materials, letterhead, business cards, advertisements, etc., so that individual can find out more about you and make an informed decision as to why you would be the best individual or firm to represent the applicant.

With today's improved Internet technology, you can show photos of your visits to many countries, provide a monthly newsletter and offer explanations in a multitude of languages, depending on your target market.

Participating in television shows on immigration - Most cities with a large number of immigrants have ethnic television networks thatbexist to service a particular community. Renting an hour and preparing a show on immigration to Canada can be very useful. Try to invite guests on your show who are also interested in targeting the same community. Ask them to help pay the cost.

Letting the local media know that you are the one to call for comment on immigration matters - Make the media your friend. Don't be shy. Send letters and make calls to reporters who write on immigration matters. Write editorials about immigration matters in your local newspapers. You may then be called upon to comment unless a potential change in the law surfaces.

Participate in government delegations to foreign jurisdiction - Visiting foreign jurisdictions in the company of your government on organized trade delegations immediately gives you a high level of credibility.

Government trade delegations include many business people who can refer clients to you as well, since these are the companies doing business overseas.

The difficulty in this area is getting invited. Once you are on the list, invitations in the future are always forthcoming.

Join trade show exhibitions - many trade shows exist, where you can rent a booth and sell your service. For example, if you are targeting computer programmers, you would look for international trade shows in the area, and set up a booth on the immigration rules for computer programmers. Your booth must be professionally set up, with a multi-media presentation.

Preparing a firm brochure, stationary and business cards - In a face-to-face meeting, the first impression about your business is obtained from your business card and/or firm brochure. You must have artwork that sends a powerful message.

In order to use certain symbols, you might insure not to infringe copyright or government restrictions.

All promotional material should be uniform with the same logo and artwork throughout. We have never changed our logo, as its existence over time has created a certain firm recognition in Canada abroad. Always use as many photos and as few words as possible. Use colours when possible.

Advertising abroad and within your home country - Written advertisements - the first rule is, be concise. A small ad with fewer words is often more successful than a large ad with a lot of words.

Use a photo, your logo and artwork if space allows. Include information specific to your target market.

You must be able to support any statement made. Remember that the local authorities, Canadian immigration officers overseas and your clients read these ads and will report any misrepresentation to your law society.

Radio - Radio advertising should be used primarily when you are promoting a show that you will be presenting. Getting invited as a guest speaker is the best way to get free advertising.

Television - Local television on the standard networks is very expensive. Approach the ethnic networks. When deciding whether to advertise locally or abroad, consider where you client are. In immigration, usually you are best served advertising overseas.

Conclusion - Even the most competent professionals will not succeed to their full potential without a proper marketing approach. I hope that my article has been useful and will provide you with ideas ti improve your own marketing strategies.

Herbert Brownstein is a senior partner at Brownstein & Brownstein, Attorneys, of Montreal, Quebec, Canada. Website: www.brownsteinlaw.com; Email: brownstein@total.net.