As we celebrate Women’s History Month, we reflect on the trailblazers who opened doors for us in any and every industry. We all have challenges and success stories to share. As a female insurance coverage attorney and the founder of Perry Law P.C., one of my challenges comes from marketing my firm in the legal industry and creating campaigns that represent our identity. My belief is that women must find ways that make us stand out in an industry predominantly dominated by men.
In the marketing industry, there have been many women trailblazers who forged a path for us to follow. Anna Bissell was the first female corporate CEO in 1889 and used marketing to make her husband’s carpet sweeper a household name. Madam C.J. Walker was America’s first female self-made millionaire with her line of Black hair care products. More recently, Jacqueline Parkes became the first female chief marketing officer in professional sports in 2008 and then later CMO and EVP of Digital Studios for Viacom’s VH1, MTV and Logo networks.
At the same time, there have been women legal pioneers, such as Margaret Brent, who became the first woman to practice law in America in 1638. In 1869, Arabella “Belle” Babb Mansfield became the first woman to be admitted to a state bar in the United States. Sandra Day O’Conner broke the gender barrier at the United States Supreme Court in 1981.
The Perry Law team developed an interactive marketing experience for our clients, referring attorneys and community called Mini-Meloney, to help differentiate our firm and expertise to the public. We are a woman-owned law firm with a staff of all women and wanted to create an identify and brand ourselves in a way that represented our law firm’s motto, “relationships are the reason deals get done.”
While trying to find that specific item that would represent women and the firm, I came across the molding for a stress doll and immediately connected to its depiction of a professional woman. I also wanted to find an item that provided some humor and joy to the stress of our everyday lives and jobs. Studies show that people remember how you make them feel more than what you said.
However, I was disheartened to learn the stress doll had been discontinued in the United States due to lack of demand. Fortunately, I was able to find an overseas source and Mini-Meloney was born. Such challenges show how difficult it can be for a woman professional to market herself in a manner that is reflective of her gender. It is not an experience often shared by male peers.
Mini-Meloney turned into a great decision for our firm. In the beginning, we handed out the item as a gift and received positive feedback from our community. That positive feedback helped us create the interactive experience that now lives on our firm website, where we have invited our clients to capture photos of their “Mini-Meloney Moments.” We have photos of Mini-Meloney on vacation at a lake, in the snow, in the forest, in office settings, a coffee shop, and at various other locations across the country.
What seemed like a marketing challenge in the beginning has turned into a positive experience to interact with our clients, attorneys and community. We will undoubtedly face more marketing challenges in the future, but we have learned the importance of remaining true to our identify and our message. By doing that, you will reach the right audience, foster professional relationships, and in the end, your efforts may help to inspire others and put a smile on their faces.
You can read the full article at Texas Lawyer.