Funny Ads, “Interesting People” Dinners and Surprise Experiences Distinguish Law Firm

By Mary Kay Ziniewicz, Director of Business Development of Parsinen Kaplan Rosberg & Gotlieb P.A. in Minneapolis. She can be reached at 612-342-0329 and mziniewicz@parlaw.com.

Parsinen Kaplan Rosberg & Gotlieb, P.A. is a 30-lawyer firm based in Minneapolis that enjoys being different. Its high-touch and fun culture differentiates the firm in the market and makes it a delightful place to work. This case study highlights four of the firm’s marketing initiatives for 2005:

1.  The power of connecting and experiences are themes woven throughout firm marketing initiatives. Recently, the firm connected clients at an “Interesting People” dinner. Attorneys carefully selected interesting clients and friends who, in some way, would connect (personally or professionally) with one another. Guests were “served” wax sealed invitations in surprising places. The firm found its invitees at dinner, in their back yard, having a cocktail or out at lunch. Guests were surprised when a stranger approached them and said “are you Barry Rubin?” when responding “yes” the guest was given a beautiful invitation that read:

You have been identified as a very interesting person by Shane Swanson at the Parsinen Kaplan Rosberg & Gotlieb. You and a guest are invited to attend a special evening planned for our “Interesting” friends. One detail…neither Shane, nor anyone from PKR&G will be in attendance.

Upon arrival at the dinner, a mysterious man, dressed in black, greeted them by name and handed them an envelope. The envelope contained a guest list and purpose of the party:

You are about to enter a “connecting experience.” Your first connection will be with Lynn Gordon, entrepreneur, and founder of French Meadow Bakery. Lynn revolutionized the food industry with her functional breads and health food restaurant business model. You were named as an Interesting Person because you offer something special to those who meet you. “Connecting” is a powerful experience. Every connection made impacts life—personally or professionally. You are a very interesting person! Tonight you will meet some of our interesting friends. Have fun. You are about to have an “experience” that will impact your life!

The dinner was a success. Guests connected. They shared personal and professional experiences, made new friends and most importantly felt special. The firm gained two new clients as a direct result.

Guest feedback received:

·        I am so honored

·        Never an awkward moment

·        We talked about how we were "served" our invitations

·        We held up the photo of the partner who invited us and took photos

·        We shared personal stories

·        Went around the table and shared food memories...favorite comfort food

·        Spectacular!

·        I want to go to all of them

·        What fabulous people

·        Everything was so perfect--the doorman was such a great touch and adorable...how did he know who we were?

PKR&G will have a number of Interesting People dinners throughout the year.

2.  PKR&G embraced the tag line that became the firm--Not your average attorneys. Not your average law firm. The firm launched the tagline with humorous ads created by the GdB marketing agency in Minneapolis. The ads are getting noticed and have been sent to lawyers with notes from clients. One note read: “saw this on the plane—it’s hysterical.” The ads are placed in NWA WorldTraveler and are being noticed by PKR&G employees as well as clients.

3.  To demonstrate that the firm is not “average” PKR&G is creating surprise experiences for staff and attorneys. Experiences are granted based on individual passions—the purpose of an experience is to leverage connections that will encourage the recipient in some way, take them to the next level personally or professionally. For instance, five partners turned 50 this year, instead of traditional gifts, each partner received an experience. For example:

·        Managing Partner Howard Rubin, has a passion for fast, luxury cars, fashion, Boston and spontaneity. Howard was granted an experience that connected him with the curator of the art exhibit: Speed, Style and Beauty at the Boston Museum of Art. Howard and wife Elaine (who also turned 50 this year) received a guided tour of the show by curator Darcy Kuronen.

·        Secretary Shelly Gonzales, loves driving fast sports cars. Recently Shelly had a beautiful baby and felt that she could no longer entertain her "freebird" spirit in her “T” bird. Shelly felt as though a part of her life was diminishing. Shelly was granted the experience to drive freely in a Porsche convertible for an entire weekend, compliments of attorney David Gotlieb who willingly provided his car for this experience.

No one (except marketing) knows when an experience will be granted. The firm is excited when they receive an e-mail from managing partner, Howard Rubin, reading “report to the main conference room for an important announcement—where someone will be granted an experience.” The experiences have created much enthusiasm within the firm, exposed the firm to new connections, built relationships and provided editorial content for the end of the year Lifestyle magazine. All experiences are podcasted after they take place to share the experience first hand, internally and with friends of the firm.

4.  Weaving the marketing efforts together in a subtle, yet effective manner, the firm held a client appreciation event.  Entitled, "Never Out of Fashion," firm attorneys teamed with professional models and local fashion retailers in a New York-style fashion show.  The show featured models of all ages -- 20-somethings to 60-somethings--all stylin' in incredibly cool, fun, fashions.  The firm clearly established the tagline not your average attorneys, not your average law firm, demonstrated the value found in experience and made clear that the marketplace is changing due to the "new young" adult. 

In preparation of the show, "model" attorneys received professional training on how to strut and turn on the runway and received complete makeovers.  An unanticipated outcome was the effect the makeovers and confidence had on the rest of the firm.  Looking good is contagious!  The "beauty" bar was raised and we are all looking pretty good.

Nearly 400 guests attended the fashion show in awe.  As Mark Swanson (President of MG Incentives and firm client) summed it up, "when have you ever seen people clapping, cheering and hooting for their attorney?"

Professional Marketing magazine profiled the firm in its February 2005 issue (click to see the article). At the time, the magazine summed up the firm by saying, Clients enjoy working with people they like--even when they are professionals. The marketing strategy adopted by the smart professionals at PKR&G is proving that personality, not attitude, builds business.”