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Law Firm Cure for the Boston Accent

What's a Boston law firm to do if your clients can't find their way around your hometown because of residents' accents? You could consider a merger or relocating your headquarters to other cities. Or you could take the approach of Hamliton Brook Smith Reyolds (HBSR) that's described here by Larry Bodine and send your clients "medication" to help them understand the locals. 

As Bodine elaborates, prior to the arrival of a number of HBSR clients in Boston for a trade show, the firm put together a gag marketing gift -- mints packaged in a translucent orange pharmacy bottle, with a label that explains their purpose:

Before taking the pill, "a Bostonian would say "I pahked the cah in Havahd Yahd," to the utter confusion of visitors.  After taking two of the pills, the visitor would hear "I parked the car in Harvard Yard."  Plus their breath would be minty fresh.  The dosage was "two tablets at first articulation of  'cah' or 'pahk.'" Visitors could order scrod at Legal Seafood or Indian Pudding at Durgin Park without concern.

Typically, law firms give out so much junk that recipients either dump it before they return home or pawn it off on their kids. Even if the HBSR gift meets the same fate, clients or prospects will assuredly remember it for being clever, funny and unique -- and that memory might be enough to trigger a phone call to HBSR when they're in need of a lawyer. 

Posted by Carolyn Elefant on September 19, 2007 at 05:32 PM | Permalink | Comments (2)


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