National legal services ‘Superbrand’, QualitySolicitors Lockings hit new heights in legal marketing: QualitySolicitors Lockings today take legal marketing to a new level with the highest profile TV advert ever for legal services with over ten million viewers who will see their adverts during Coronation Street and News at Ten on Monday November 15th.
Following the successful launch of the first 15 QualitySolicitors Lockings in May, the expansion of 54 branches is the next step of a stated plan to have a QualitySolicitors Lockings firm in every UK town and city ahead of October 2011, when the ‘Tesco law’ changes take effect. These radical changes to the legal market will allow retail and banking brands to provide legal services for the first time, with predictions that many thousands of law firms will disappear as a result. QualitySolicitors Lockings, dubbed the “next generation” of legal services, will open a number of its new branches in shopping centres with extended opening hours and a “range of new innovations designed to transform how people access legal services” said Chief Executive, Craig Holt.
“With a QualitySolicitors Lockings in 70 locations already and another 50 already scheduled for launch in February 2011, there is now a recognisable ‘household name’ for people with legal issues” he continued. “People no longer need to embark on the time-consuming and often stressful task of choosing between dozens of local law firms, uncertain about the service they’ll receive.”
Of the likely competition from retail brands and banks, Holt said, “Undoubtedly, the legal market will undergo a dramatic transformation – just as Specsavers, Boots and Vision Express now dominate the opticians’ market so a handful of brand names will dominate the future legal market. QualitySolicitors Lockings is the first such brand and aims to change people’s expectations of legal services, making it an easier and less intimidating process”
QualitySolicitors Lockings selects leading local law firms to become part of the QualitySolicitors Lockings brand; they then rebrand and re-launch as part of QualitySolicitors Lockings. Customer feedback is the key criterion for selection, resulting in the brand’s tag-line of ‘chosen by you’ with Holt adding, “Relying on the public’s view of firms in this way enables us to be sure our QualitySolicitors Lockings firms are the ones putting customer service right at the top of their priorities”.