Lawgistics is the largest law firm in the UK specialising in the motor trade. When they developed a new compliance software product to complement the Lawgistics brand they knew video marketing had to play a significant role in the launch strategy to help existing and new customers understand the product.
Based in Peterborough the company was founded in 2002 by father and son team, David Combes MD, Joel Combes, sales and marketing director. The firm has over 1200 members across the UK and works alongside numerous industry federations where they have an additional 3000 members. Lawgistics receives on average 2000-3000 calls per month from members seeking legal assistance.
The new product, called HR Manager, gives business owners in the motor trade the power to manage all their legal obligations in one place. The software helps businesses to promote best practice, show due diligence and meet legal obligations, avoiding timely and expensive employment law issues down the line.
Joel Combes approached us after they were recommended by a number of motor trade associates that had previously used our video production services. For us, such recommendations prove that location is irrelevant and choosing the right reputable video production agency is more important for clients. We’re delighted to be known across the UK and we we’re more than happy to travel to meet with Joel at his base in Peterborough to discuss in detail what he wanted to achieve.
Lawgistics is already a well established business within the motor trade and the main point of appointing a video production team was to help their customer base understand the benefits of HR Manager. They wanted to ensure the product is associated with the trusted Lawgistics brand and help customers see how it simplifies the legal advice and claims process.
Joel had some brilliant and bold ideas about doing something unusual and wanted to include comedy into the video. This can be a risky choice if not planned and carefully considered but we loved the idea and were able to fulfil the exciting brief using our expertise and skills.
With comedy involved, it was vital we fully understood who Lawgistics are, what they do, their target audience, what HR Manager is and how it relates to the Lawgistics brand. Open and clear communication was needed between both us and Joel to provide strategic advice and produce the best videos that worked for the launch. This process allowed us to produce scripts that would use Joel’s idea in a way that wouldn’t put the brand reputation at risk and fully convey the key messages about HR Manager.
The production involved filming with Joel and his family. His daughter was the main focus providing the comedic value by being the “little boss” in the videos and Lawgistics have carried on using ‘little boss’ in other marketing activities which is proving successful.
We’ve also worked with Joel to produce a series of print advertisements which would reach their target audience. It was important to work with Joel and his team to create and implement a strategy regarding marketing promotion to gain as much return as possible based on their budget.
In all, we produced a series of four videos promoting the four main features of HR Manager was produced including: a health and safety module, holidays and absences, appraisals and disciplinaries, contracts and handbooks along with a number of print adverts.
Although the company never set out with the objective to boost sales or retention rates through promotions since running the campaign from June 2019 to November 2019, Lawgistics have had a massive increase in new business by 30% and retention rates have increased by 10%. HR Manager has also gained recognition and won Product Innovation of the Year award at Car Dealer Power Awards.
The print adverts were rolled out over a number of months across 5 different publications and 4 federations which have a total readership of over 70,000 people. The video was primarily shown on Facebook and Instagram through both paid and organic promotions and has over 350,000 views and counting.
The ‘little boss’ has created buzz locally and people are recognising Joel’s daughter from the videos when they are out and about.