Merchant & Gould trademark lawyers excel at marketing - Minneapolis / St. Paul Business Journal:

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Rather than sit by their phones, waitingv for new business to come their way atMerchant Gould's trademark-law practice, the three young leadera -- ages 39, 37 and 40, respectively -- are ofte found out of theid offices peddling their services. It's a new way of doingt business atthe firm, they say, and it's working. In Merchant & Gould's trademark practice brought in an averageof 11.25 new clientz per trademark attorney. In 2005 -- aftere Ehard and Schulte had joined thefirm -- that number rose to 17.11 new clientse per attorney. That's a 52 percent Between 2002 and 2005, revenue on work originaterd by the trademark group increasedf23 percent.
And since 2004, when Ehard the energetic trio has landed a combinex 121 new firmclientw -- including Farley's & Sathers Candy Co. Inc. "Historically, we had talented attorneys who weretalentec attorneys," said Johnston, who took the reins of the trademarkk group in January. "Today, the focusw is on talented attorneys who aretalenterd marketers." The practice even has its own tag "Protecting 20,000 brands every day." The mottl is imprinted on Nalgene bottles and other giveawaty items. The three lawyers make a special efforf to be regular speakers at which has developed into a reliablemarketingh technique.
A surge in competition for clients with trademark issues forcefd the firm to develop a more aggressivemarketinh strategy. One insider said attorney-initiateds marketing is becomingmore common. "It's not the kind of approachy that was traditional with lawyers inthe past, but increasingly, these up-and-coming attorneys realize that's what it takes to builcd a presence in the business community," said Brian Freeman, author and former director of marketingv for Minneapolis-based Faegre & Benson. "You are seeing a lot more of particularly in what might be considerednichs practices.
" And Ehard and Schulte are both spending more and more time speakingy at events and traveling acrossx the United States and abroad to meet with prospectived clients. Schulte, in particular, is spending a lot of time in Croatia and London speakingb topotential clients. While it's a big investment of his time andthe firm's money, it'zs important if the firm is to compete there. Said "You can't fax a handshake.
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