Name: Peppermint Technology Ltd
City: Nottingham
Website: www.pepperminttechnology.co.uk
Peppermint Technology brought its legal service - a legal software product that offers all the services a legal provider needs in one application platform - to market in January 2013.
As a startup business operating in a highly competitive market, Peppermint had the challenge of building a brand while generating business leads with minimal budget. Competing against huge global brands, marketing was fundamental to the launch of the Peppermint platform.
Peppermint took an innovative approach to marketing that generated contracts totalling £1.85m, representing £176 of income for every £1 of marketing spend.
Peppermint commissioned research into what clients want from their lawyers, collating opinions of more than 1,000 private clients, 150 corporate clients and 150 law firms. This, as well as helping to shape its legal software, provided valuable insight for Peppermint's key target customers.
The research report was the catalyst to host an event in November 2013 to present the findings to chief executives, managing partners and leaders within the top 250 UK law firms. The Peppermint Research Forum attracted more than 100 attendees from 50 prospect law firms. Held with Microsoft, at its Customer Briefing Centre in London, the event gave Peppermint 50 sales leads, credibility, profile and the global clout to compete against others in the market. So far, 1,000 copies of the report have been distributed to law firms, in the UK and overseas, many of which reference it in their board strategy decisions.
Peppermint secured sponsorship from other partners in the market, which ensured the entire project was cash neutral.
Barbara Millett is the marketing manager at Peppermint Technology
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