LAW FIRM MARKETING IS NOT A DEPARTMENT Investing Today For Tomorrow

“ We can have great talent, products, prices and advertising. But if that sales clerk at the end of the line fails, everything fails . The buyer doesn’t return. And, if the buyer suffers a bad experience, he tells his friends not to come either ” Albert Schneider-Seasonal Concepts (USA)

“ We can have great talent, products, prices and advertising. But if that sales clerk at the end of the line fails, everything fails . The buyer doesn’t return. And, if the buyer suffers a bad experience, he tells his friends not to come either ”

“ It’s only in the past several years that firms have finally realised the benefits of effective marketing and business development strategy. And only recently have they accepted that marketing is a core, strategic function in the modern law firm” Kate Clifton (Editor) LegalMarketing

“ It’s only in the past several years that firms have finally realised the benefits of effective marketing and business development strategy. And only recently have they accepted that marketing is a core, strategic function in the modern law firm”

“ Simply put, the marketing department is the war room to create and manage the marketing strategy. The real work of physically marketing the firm rests on the shoulders of the firm’s professionals and staff ” Sean Bosse-Law Firm Marketing Is Not A Department- GhostDigest(2005)

“ Simply put, the marketing department is the war room to create and manage the marketing strategy. The real work of physically marketing the firm rests on the shoulders of the firm’s professionals and staff ”

WHAT IS STRATEGIC LAW FIRM MARKETING (SLFM) ?

It’s the process of balancing the Firm’s need for profit & the benefits required by clients, through the provision of products & services so as to ensure growth, competitive advantage & shareholder value

It’s the process of balancing the Firm’s need for profit & the benefits required by clients, through the provision of products & services so as to ensure growth, competitive advantage & shareholder value

WHY IS IT IMPORTANT ?

COMETITION POLITICS CLIENTS ECONOMY TECHNOLGY SOCIAL

WHERE DOES SLFM FIT IN ?

STRATEGIC PLANNING “ WHO ARE WE” ? ( CURRENT POSITION) “ WHO DO WE WANT TO BE”? “ WHERE DO WE WANT TO BE”? GROWTH MARKET SHARE PROFIT SHAREHOLDER VALUE Gap Analysis S.W.O.T . Strategic Plan START FINISH Situational Analysis Positional Analysis S= Strength W= Weakness O= Opportunity T= Threat

“ WHO DO WE WANT TO BE”?

“ WHERE DO WE WANT TO BE”?

GROWTH

MARKET SHARE

PROFIT

SHAREHOLDER VALUE

Business Structuring Business Development Marketing Technology Training & Recruitment Client Management Branding Team Building Business Planning & Strategy The Business of Law Financing

LAW FIRM MARKETING STRUCTURE STRATEGIC PLANNING & MANAGEMENT BUSINESS DEVELOPMENT & RAINMAKING BRAND BUILDING & MANAGEMENT CRM (CLIENTS & STAFF)

LAW FIRM DYNAMICS UNIQUE SELLING POINT ( USP ) FIRM’S COMPETITIVE ADVANTAGE EXTERNAL MARKET CLIENTS PUBLIC COMPETITORS INTERNAL MARKET STAFF RESOURCES CULTURE TECHNOLGY WORKFLOW COMMUNICATION SERVICES PRODUCTS SERVICE PROVIDERS

EXTERNAL MARKET

CLIENTS

PUBLIC

COMPETITORS

INTERNAL MARKET

STAFF

RESOURCES

CULTURE

TECHNOLGY

WORKFLOW

COMMUNICATION

SERVICES

PRODUCTS

SERVICE PROVIDERS

COMMUNICATING THE USP BRAND MEDIA PUBLIC RELATIONS COMMUNICATIONS STAFF SERVICE DELIVERY BUSINESS DEVELOPMENT

BRAND

MEDIA

PUBLIC RELATIONS

COMMUNICATIONS

STAFF

SERVICE DELIVERY

BUSINESS DEVELOPMENT

HOW DO WE MEASSURE?

AUDIT “ Who Are We?” Internal / External PLANNING “ Who do we want to be?” “ Where do we cant to be?” STRATEGIC PLANNING Brand Blue Print Business Development Plan REVIEW & REVISE IMPLEMENTATION Internal & External PRO- Maintenance Communications BUDGET Allocation & Spend 2 / 3 YEARS Every Year

STRATEGIC PLANNING

Brand Blue Print

Business Development Plan

IMPLEMENTATION

Internal & External

PRO- Maintenance

Communications

YOUR INPUT Practice and perfect your legal skills Remember: Legal skills are not enough Understand and “Buy-In” to the business strategy Be responsible for marketing, PRO, CRM and BD Run your practice like a business-always ask,” why will Mr.XXXX want to do business with me?” Constantly improve yourself and your practice Understand :Marketing=Core Strategy

Practice and perfect your legal skills

Remember: Legal skills are not enough

Understand and “Buy-In” to the business strategy

Be responsible for marketing, PRO, CRM and BD

Run your practice like a business-always ask,” why will Mr.XXXX want to do business with me?”

Constantly improve yourself and your practice

Understand :Marketing=Core Strategy

MARKETING IS NOT A DEPARTMENT A law firm does not have a marketing department Marketing is a core strategy-”we are all responsible to implement” Be Creative. Be Bold. Be Innovative Lead and they will follow Law is still a profession-Don’t sell Baked Beans

A law firm does not have a marketing department

Marketing is a core strategy-”we are all responsible to implement”

Be Creative. Be Bold. Be Innovative

Lead and they will follow

Law is still a profession-Don’t sell Baked Beans

CONTACT contact us if we can help you develop your marketing strategy contact sean on: [email_address]

contact us if we can help you develop your marketing strategy

contact sean on:

[email_address]

NOTICE Copyright Notice © 2008 All rights reserved You may copy, distribute and reference this presentation on condition that you clearly indicate that Glass Rock strategic brand agency is the owner hereof. We would appreciate it if you will make available to whoever wants it, our contact details If you would like us to undertake a brand audit or assistance with a brand strategy or for any form of marketing and strategic brand training, please contact us via email. If you have any questions, please contact Sean on [email_address]

Copyright Notice © 2008 All rights reserved

You may copy, distribute and reference this presentation on condition that you clearly indicate that Glass Rock strategic brand agency is the owner hereof.

We would appreciate it if you will make available to whoever wants it, our contact details

If you would like us to undertake a brand audit or assistance with a brand strategy or for any form of marketing and strategic brand training, please contact us via email.

If you have any questions, please contact Sean on [email_address]