In a world where precedent rules, law firms aren’t widely known to be trend-setters – or even early adopters. There are two law firms who have put an i-generation stake in the ground and created iPhone apps. (Other firms have launched apps, but the most highly publicized recent ones are Morrison & Foerster and Goulston & Storrs.)
MoFo’s is called “MoFo2Go” and, according to a Law.com July 2, 2010 blog post, “has 700-plus downloads and counting.” MoFo2Go is a cool name. It includes information about people, practices, alerts – and a maze game.
Goulston’s iPhone app is called “G&SNews” – not as catchy a title, but you know what you’re getting. News. Period. And Goulston’s iPhone-using clients are appreciating that they can quickly and easily access information on the go. This fits perfectly with Goulston’s ever-accessible, warm and friendly style of doing business. The firm is known for its open, inviting culture – which is evident on its award-winning website (www.goulstonstorrs.com — full body photos on the lawyer bio pages [as though the lawyer is walking onto the page} and groups of photos throughout the site, combined with word pairs that spotlight features and benefits of the Goulston way of life.)
There are more than 150,000 apps in the iPhone app store. Some have asked the question, how can a law firm app stand out brand-wise? It can’t. But a law firm app shouldn’t be trying to compete with the Facebook-style mass media apps. Goulston is extending its culture and brand to its clients, friends and prospects through this medium. If it gains loyal followers and users among that audience, Goulston will have hit a home run. And it will have been a smart marketing and PR investment.