Branding a Law Firm to Fill a Niche

Recently on late hour television here in Denver there’s been a flight of commercials directed at motor cycle riders by a local law firm.

Not only have they found a niche, they’ve branded their firm as the law firm for motorcycle-related legal matters.

Their name says it all: Lawyers That Ride.

Not only do the attorneys in this firm know the law and niche their practice, they are involved in the biker community. According to the commercial, they all ride. They wear leathers. They hang out with bikers at biker events. They are bonafide members of the community they serve.

They share a passion with their market, and have looked upon their market as a network of like-minded people.

We all know the lessons of the Harley-Davidson “cult”. We also know that bikers come from all occupations, cultures and backgrounds. But when they get together, they identify with one another. They have a bond and they express it and associate it with the Harley-Davidson BRAND. That’s what makes them a network first a market second.

This law firm, probably started over a beer or two at a biker’s hangout one Saturday, capitalizes on being part of the network in which they are passionate, and which values the unique services associated with legal problems of bikers.

Truly a great case of “Having your cake and eating it, too.”

And though the commercial is pretty amateurish in production values, the message comes across with impact: If you’re a biker needing a lawyer, call Lawyers That Ride. You’ll be with attorneys that know and relate to your problem.

Niche marketing means you must belong to the niche to be truly successful.

Martin Jelsema
303-242-5975