Andy Wilson and Sheng Yang, founders of the e-discovery processing company, logik, are among a new breed of legal technology entrepreneurs. Creative and crafty, they have managed to get logik ranked number 181 on the latest Inc 500 list, higher than any other e-discovery processor.
But this post is not about how great they are at processing data. What separates logik from most other small legal technology outfits is their mastery of marketing. Not only do they have a cool looking cartoon mascot called the “logikbot,” they also have their own logik marketing wing at eDDStuff.com. At that website, you can buy an “e-discovery ninja” t-shirt, a “terabyte twos” mug, or even logikbot wallpaper for your iPhone.
Well, so what? Don’t lots of companies have mascots? Aren’t there also many that sell t-shirts, mugs, and what not? After the jump, I will share two other marketing schemes that logik has been “enthusiastically” working on that I find pretty cool. Here’s a clue: It’s about libations, lots of libations.
Let me be clear about something before I get into this. I have never worked with logik. I thought their marketing ideas were so fresh and unique, that it would be deserving of mention. Also, with the exception of some free wine, I was never paid anything for this post. I just want to put that out there. Now, on with the show.
logik is probably the only e-discovery company in the world that actually has their own wine. In 2007, logik hooked up with the San Francisco company, Crushpad, to create a Zinfandel, aptly named, Redaction. Obviously the name has a double meaning in both “red action” and redaction, the term used for hiding privileged material on documents during discovery. This is no mere gimmick though, Redaction is so good it’s actually on the wine list in the DC wine-centric restaurant, Proof. I had the chance to guzzle down a few bottles sample some of their fine product myself, and I can assure the stuff is great, and I am not really a “wine guy.”
But why stop at wine? Logik’s next venture will be brewing the first “e-discovery beer.” ASAP ale, and its 8 percent alcohol by volume, is expected to be out mid-May.
The moral of this story is that if you are legal technology and want get business, you have make your best efforts to get your potential clients completely drunk. No, in all honesty, other e-discovery vendors should take note. Wilson and Yang are ahead of the curve. logik’s imaginative thinking and non-traditional marketing will certainly pay dividends in the future.
