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Matthew Boyd named Tiger of the Year in a landslide. It tells honest, thoughtful stories about our work. Well, maybe no one, but there is a lawyer in town who thinks the measured messages coming from his competitors are a bit, shall we say, unauthentic.
Morse says he gets the biggest settlements in Michigan. He does not. Joumana barely speaks English. Sometimes lawyers gain public recognition because of a particularly famous case or client; for Fieger, it was his decision to represent Jack Kevorkian, a Royal Oak medical pathologist who became a national figure surrounding assisted suicide. Far from it. No one would take the case because they thought it would hurt their practice, and it would reflect poorly on them. So they all turned it down. But the young kids have forgotten about it.
If the Kevorkian case made Fieger famous, Joumana Kayrouz, a native of Lebanon who actually does speak fluent English, had no such opportunity to help her burst onto the scene. When she started her firm in , Kayrouz lacked name recognition and a brand identity. Unlike many lawyers, who choose to spend heavily on television to build name recognition, Kayrouz chose initially to go almost exclusively with billboards.
List of newspapers in Michigan
That effort culminated two years ago when her face was seen on billboards around metro Detroit, in addition to almost every publicly operated bus. The strategy, according to her marketing director Paul Schmidt, was to establish heavy name recognition first before branching out into forms of advertising that focused more on services. Everyone knew Sam Bernstein. Everyone knew the other names. But how do you make your name in a saturated market? So for a few years we just saturated the region with billboards, and the story was that she was everywhere.
Having established brand recognition with billboards, Schmidt says the firm is now changing its focus to more television and online presence, and will closely track how well the effort generates leads. Newest Slideshows.
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