At the fall meeting of the ABA Law Practice Management Section, ten lawyers, consultants and in-house marketers provided marketing tips in 10 minute segments in a session called “Extreme Marketing Makeover.” Here are some of their top points—buckle up and here we go:
Sales Coaching: Sharon Caffrey Esq., partner, Duane Morris
Every lawyer should prepare a marketing plan each year and include it as part of his/her annual compensation review materials. This will help lawyers keep thinking about marketing all year long. Let your partners know the kinds of work you are doing and what clients tell you they value about your help. Treat all clients and prospects as you would treat a Judge!
Client Interviews: Joe O’Dea Esq., Partner, Saul Ewing
“Client interviews are an incredibly powerful tool.” The firm used an outside consultant to do 10 interviews and they learned so much from them, they did another 10. The feedback you get is like a report card. Reed Smith’s hiring of a former GC to go out and talk to clients was cited as a great example of what firms should be doing.
Marketing Budgets: Michael Nestor Esq.(marketing partner) Young Conaway Stargatt & Taylor, LLP
Firms should start the budgeting process by figuring out what they want to achieve—what the goals are. Firm management, sections and lawyers should all buy in to the plan. Make sure there is accountability in the budget (what have you done and what works?) The marketing partner should stay engaged even if he or she appears to be the only one interested in getting the plan done. Push your partners—people will only do what you make them do. Involve staff and associates as a way to foster different ideas.
Publications: James Austin-Dir. Publications, Pepper Hamilton
Content is king in newsletters. Graphic design is second, however lawyers focus on this issue first. Consider BNA’s reports. They lack any fancy graphic design and yet people pay thousands for them. That is because they are deep in content. The narrower the focus of the newsletter, the better. Remember the need for “speed”-- they are not called “newsletters” for nothing! Lastly, newsletters should have a powerful editor who can get the content in on time and ask clients what subjects they want articles on in the future .
Trade Shows: John O’Malley Esq., Marketing Partner, Volpe and Koenig
Stay away from trade shows that have lots of lawyers exhibiting and/or attending. Carve out your niche and be the only firm at a targeted (non-legal) industry’s event. Treat fellow exhibitors as potential clients because they often are. Select trade shows that have top-notch exhibitors so you are seen in the company of other first–rate companies. Staff your booth with “A” team lawyers. Scope out a conference/show a year ahead of time and plan your strategy for your booth. Treat a trade show event like a media campaign—go year after year and be a staple at the show. To get the most out of this marketing activity, be an exhibitor for three straight years.
Pro Bono: Christopher Walters Esq. Senior Pro Bono Counsel, Reed Smith
There are four major marketing benefits from pro bono work. They are: 1) Pro bono work sometimes is big news and thus may result in huge media coverage for the lawyer. 2) Pro Bono sometimes creates “smaller” news (because you can win awards for your efforts and get press for that.) 3) It helps you cement ties with clients. A law firm and a client can team up to help the disadvantaged or indigent. 4) It is great training for associates and helps recruiting efforts.
Alumni Relations: Kimberly Gost, Esq. Morgan Lewis
Alumni relations begins with the inception of the lawyer’s working relationship at the firm. If a lawyer did not like working at the firm, they will not be a referring alumnus. Morgan Lewis has set up a database for MLB lawyers to become aware of jobs at client organizations. It is known as a career opportunity database. Current lawyers and alumni have been placed at client organizations through tools such as this--with tremendous marketing implications. Remember in planning alumni events to balance social and professional activities. One way to do this is to provide CLE to alumni followed by a reception.
Recruiting: Nancy Winkelman, Esq. Partner, Schnader Harrison
To sell the firm, make students feel special. Get back to them right away with an offer. Have lawyers follow-up with targeted students. Try to feel the students “pain.”
Requests for Proposals: John Sparks Esq., Partner, Post & Schell
Firms should have a lawyer act as a “gatekeeper” to review RFPs and decide whether the firm wants the work. Read the RFP carefully to find out the company’s pressure points—does the tone of the RFP suggest they are strictly looking for the cheapest law firm. Have one person shepherd the RFP through the firm--who can also enforce its deadline. Follow the rules set out in the RFP. You do not want to be remembered as the only firm who did not answer the “fees and rates” question. If you really want the business, use passion and creativity to get it. And most importantly, make every lawyer going to do the pitch attend a dress rehearsal. If you do not get the work — follow-up and find out why you did not get it—you may be 2nd on their list and get the work next time. Your interest in the company will go along way towards showing them your desire to work for them.
Ethics: Micah Buchdahl, Esq. HTML Lawyers
Just because a statement about a lawyer or firm is true, does not mean it is ethical. It can still be false and misleading. The Disciplinary Boards have been more concerned about ads targeted to consumers than those targeted to General Counsel. In terms of ethics, always consider the reach of your marketing efforts—are they just going to a local audience—or to the entire world (the internet).
Phew—Ten speakers, Ten minutes. Done.
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By Stacy West Clark Esq., who has been advising small law firms on increasing their business for more than 13 years. She is a former attorney with Morgan, Lewis & Bockius and was the international firm’s first marketing director. She is President of Stacy Clark Marketing LLC (www.stacyclarkmarketing.com.) She can be reached at Stacy@stacyclarkmarketing.com or 610-291-5704.
