Evolution Divorce Selects Pinch Hit Partners to Launch New Legal Brand in Richmond

Veteran family law attorney Christopher Macturk has selected Pinch Hit Partners to help launch his new family law practice, Evolution Divorce & Family Law, PLLC in Richmond’s West End. Evolution Divorce will assist clients with separation, divorce and child custody issues, but that’s where the similarity with its competitors ends.

“I wanted to create a firm that’s built around the clients, not around the lawyers,” says Macturk. He plans to differentiate the firm by offering pre-agreed pricing instead of hourly billing as well as providing his clients with a service guarantee. Evolution Divorce and its clients will enter into an attorney-client relationship only if they have first agreed upon the work to be done and the price for that work.

“I see Evolution Divorce as a disruptor in my industry and it’s important to me to work with someone like Mark who has a similar approach. He’s disrupting the local marketing scene with Pinch Hit Partners,” says Macturk.

“With hourly billing, clients never know how much they will spend by the completion of their case. This creates unnecessary anxiety during an already stressful period in their lives,” says Macturk. During his 20-year legal career, he has often experienced clients who have been reluctant to contact him or share important information for fear that the conversation would add to the overall bill.

Evolution has selected Pinch Hit Partners to develop its brand and implement a strategic marketing plan. Pinch Hit Partners’ founder Mark Cipolletti serves as Evolution’s fractional head of marketing and oversees a virtual team of marketing specialists.

EvolutionDivorce-logo-RGB_primary

Pinch Hit Partners’ first assignment was to help create a name that would send a clear message to potential clients that Macturk’s new firm was unique. “Chris said from the beginning that this firm isn’t about him and he didn’t want to use his last name as most attorneys do. We tested several names and landed on Evolution Divorce. The name, the pricing model…it’s the evolution of family law,” says Cipolletti.

“I see Evolution Divorce as a disruptor in my industry and it’s important to me to work with someone like Mark who has a similar approach. He’s disrupting the local marketing scene with Pinch Hit Partners,” says Macturk.

Pinch Hit Partners was created to provide small and medium-sized companies with a cost-effective alternative to hiring their own marketing staffs or contracting with expensive creative agencies. Each Pinch Hit Partners account is led by a fractional, senior-level marketer who selects a team of specialists to meet a client’s unique needs. “You get the best of both worlds but without having to pay for all of the overhead,” says Cipolletti, a former head of marketing and communications at Allianz Global Assistance, Connexions Loyalty and Sheltering Arms.

About Pinch Hit Partners

Pinch Hit Partners is a Richmond, VA-based company that’s disrupting how marketing gets done for small and medium-sized companies by providing them with a cost-effective alternative to hiring their own marketing team or contracting with an expensive full-service creative agency. Learn more at www.pinchhitpartners.com. Contact Mark Cipolletti at mark@pinchhitpartners.com.

Tell us about your marketing challenge.

Breathe new life into your brand using these 4 market disruption techniques

Over the last decade, the internet has fueled the growth of disruptors in every market segment. For many years, I worked in the travel industry where travel agents, tour operators and hoteliers saw their businesses forever changed by brands like Expedia, Travelocity, Jetsetter and Airbnb. Hailing a taxi cab has been replaced with Uber, Lyft and Safr. And buying a car has been transformed by the likes of TrueCar, Carvana, Beepi and CarLotz. The list goes on.

Market disruption is a form of differentiation, a way for a brand to stand out amongst its competition. Disruptors understand that simply focusing on price or service just won’t cut it anymore. They use a multi-dimensional approach to differentiating their offerings to gain adoption from buyers and attention from the media and investors. Try taking a page from the disruptor’s playbook to breathe new life into your company’s brand.

Here are four techniques to consider:

Refresh Your Branding

Disruptors are master branders. They develop clearly articulated brand personalities and visual identities. Most disruptors do very little advertising, instead they are community builders that rely on their customers to share their brands through word-of-mouth. So, consider a brand refresh and look for ways to encourage sharing by your customers. Disruptors love one-word company names too. Some may sound a little silly but Uber certainly works better than ABC Cab Company.

Simplify

Legacy providers have spent years, and lots of money, building systems and processes to support their businesses. Most were built to serve the business, not necessarily the customer. Disruptors exploit this weakness, building customer-centric companies. Look at your business through the eyes of your customer and simplify your processes whenever possible. And don’t forget to take advantage of smartphone capabilities when selling and servicing your customers. These devices will soon overtake desktop computers and laptops when it comes to how people access the internet (and your business).

Collaborate with Customers

Disruptors know their customers and their competitors very well. They dig deep into data to unearth what drives their buyers to action. Survey your customers, engage with them on social media and create feedback opportunities during every interaction. Invite your customers to contribute to product development, marketing and other aspects of your businesses. Consumers love brands that build relationships with them and collaborate with them to provide a customized product or service.

Experiment and Iterate

Disruptors don’t spend years building new services. They experiment and iterate. Their services are constantly evolving, keeping what works and getting rid of what doesn’t. Launch new services with a select group of customers and make modifications quickly. Once you feel confident about your offer, ramp up your marketing to gain market share.

In a world where consumers are overwhelmed with the amount of marketing messages they see and hear on a daily basis, having a strong differentiation strategy will help your businesses stand out. What works today may not work tomorrow so it’s important to not become complacent and look for new opportunities to differentiate.

You may also like:

5 Ways to Grow Your Business (with the Customers You Already Have)

Audi Selects Richmond as Backdrop for New A4 Promo Video

Great Customer Experience Can’t Overcome an Inferior Product

About the author

Mark Cipolletti is the president of Pinch Hit Partners, a Richmond, VA-based marketing company that’s disrupting how marketing gets done for small and medium-sized companies by providing them with a cost-effective alternative to hiring their own marketing team or contracting with an expensive full-service creative agency. Learn more at www.pinchhitpartners.com. Contact Mark at mark@pinchhitpartners.com or on LinkedIn.

Photo Credit: CarLotz

Great Customer Experience Can’t Overcome an Inferior Product

I’ve always been a consumer who appreciates an engaging customer experience. Like many people, I’m often willing to pay a premium for an experience that is enjoyable and makes my busy life a little bit easier.

So, when my stockpile of razor blades from Costco was finally running out, I decided to try Dollar Shave Club. I’m sure you’re familiar with their funny television ads where their founder and CEO jokes about how expensive razor blades are and how stores keep them under lock and key. While saving a few bucks did sound nice, I was more interested in their company because I liked the brand promise and the anticipated experience.

Using a subscription model, I would be able to receive my razor blades on a regular basis, delivered right to my door. No more large investments at Costco or late-night trips to CVS to restock. Guys love convenience and we don’t like shopping.

Always make sure that you have a great product and then create a customer experience to support it.

Well, the experience was great. The purchase was easy and fun and the razor blades arrived quickly and were contained in clever package complete with marketing copy written in the brand’s unique voice. But then it happened…

Let’s just say that when the rubber met the road, or in this case when the blade met the face, the experience went from great to not so great. The blades were low quality. I cut my face multiple times. I felt like I had been tricked. Needless to say I canceled my subscription and have repurchased my favorite razor blades (although I did have to pawn a watch to buy them).

The moral of this story is even a great customer experience – from brand to ads to purchase process – can’t overcome a poor product. Always make sure that you have a great product and then create a customer experience to support it.

Pinch Hit Partners

Need the experience of a Chief Marketing Officer but can only afford a minor-leaguer? Call in a Pinch Hitter. Our flexible and affordable solutions provide your business with an experienced executive to oversee existing programs, vendors and employees. Turn to Pinch Hit Partners to grow your company through customer experience management, digital marketing, social media and sales lead development. For more information, visit pinchhitpartners.com  and follow us on Twitter @pinchhitCX.

Reading on Airplanes – Branding Faith

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Just back from a business trip to Florida to meet with a client. Since I can’t sleep on planes, I used my time in the air to read Branding Faith by Phil Cooke. While Mr. Cooke provides several stories about how he’s helped TV evangelists and churches, most of his ideas apply well beyond faith-based organizations to most non-profit and for-profit organizations.

What are you currently reading?

CEO Playbook: 18 Resources for Getting up to Speed on Marketing, Fast

It would be a huge understatement to say that marketing is changing at a rapid pace. Keeping up with all of the trends and technologies can seem like a full time job. Just when you’ve figured out that SEO and SEM aren’t the same thing, something new comes along leaving you scratching your head.

If you are a CEO or business owner who does double-duty as your company’s primary marketer, you may not know where to turn for useful marketing information. Fortunately, there’s a ton of marketing content just a mouse click away. To save you valuable time finding the best resources, I’ve compiled some of my favorites. Most are free (but not all) so this may be the most economical degree in marketing that you can get. You can thank me later.


Websites are my #1 source for marketing information. These website are some of my favorites and also a good place for you to get started. And don’t forget to sign-up to receive their emails. That way you’ll receive their content without having to remember to visit on a daily or weekly basis.

  1. MarketingProfs
  2. CMO.com
  3. Content Marketing Institute
  4. OpenView Partners
  5. Inc.
  6. Entrepreneur

Many of the biggest brands spend millions with consulting firms like Gartner and McKinsey, but did you know that these high-power firms also give away a ton of free research on their websites? Now you do.

  1. Gartner
  2. McKinsey

I’m a huge fan of Flipboard. The Flipboard website and mobile app can be customized to display “magazines” on very specific topics such as customer experience and content marketing. The content is curated by other users who take the time to select the best articles.

  1. Flipboard

You may have already signed up to receive Google Alerts to find out when you or your company have been mentioned in the news or on a website, but why not set-up alerts for marketing topics that you’d like to learn about. Tweak the settings to tell Google how frequently you want to receive your Alerts email.

  1. Google Alerts

There has been an explosion of marketing technologies in the last few years. According to Chiefmartec.com’s Marketing Technology Landscape Supergraphic 2015 (and it is super) there are 1,876 marketing technologies in 43 categories (think social media, marketing automation, etc.) – that’s double the number of technologies found in 2014. Here are four marketing technology resources I turn to when I want to get my geek on.

  1. ClickZ
  2. Hubspot blog
  3. ChiefMarTec
  4. Venture Beat

Your local university is always an option for continuing education but with online options available through providers like Coursera you can take classes from Wharton, University of Virginia, Northwestern and other top schools right at your desk. LinkedIn’s recent acquisition of Lynda.com is another online resource to consider with over 100 marketing classes available.

  1. Coursera
  2. Lynda.com

Most mid-sized and large cities have a chapter of the American Marketing Association that you should considering joining. While each chapter is different, almost all provide educational programs to help marketers like you. Memberships to AMA will run you about $300 (dues vary by chapter) but you can also participate in most programs at a non-member price. My local chapter in Richmond, Virginia, also offers smaller special interest groups for members interested in marketing strategy, content marketing and social media.

  1. American Marketing Association
  2. LinkedIn Groups

So there you have it, my not-so-secret list of 18 indispensable resources for getting up to speed on marketing, fast. I’m sure that, as you explore my favorites, you’ll discover some of your own. I hope that you’ll report back when you identify your top picks.

Pinch Hit Partners

Need the experience of a Chief Marketing Officer but can only afford a minor-leaguer? Call in a Pinch Hitter. Our flexible and affordable solutions provide your business with an experienced executive to oversee existing programs, vendors and employees. Turn to Pinch Hit Partners to grow your company through customer experience management, digital marketing, social media and sales lead development. For more information, visit pinchhitpartners.com  and follow us on Twitter @pinchhitCX.