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Legal Services Act Seminar 3rd March 2010

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This seminar looked at the changes to the legal profession being introduced by the Legal Services Act 2007 and the potential implications for law firms. The main focus of the seminar was on how law …

This seminar looked at the changes to the legal profession being introduced by the Legal Services Act 2007 and the potential implications for law firms. The main focus of the seminar was on how law firms could harness digital media to develop and promote their brands and online presence.


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  • Next page - Agenda
  • Simon – Housekeeping – Toilets, There are no fire alarms expected today, fire assembly points, there will be a break when refreshments will be servedQuick Bio from each of the speakersAsk attendees to introduce themselves and what they want to get out of the workshopNext page – Introduction to Gateway Media
  • Set up in 2005, we are working with businesses to enhance their communication and marketing strategies. We work with a partnership approach with many of our clients forming long term relationships with us.We do this be providing a consultative service, advising on which aspects of digital media will be most affective.Next page - Here are some examples of our clients.
  • We deal with similar issues with organisations across many sectors and large and small firms.Next Page – The Services We Offer
  • Video, design, online, marketingNext Slide – Our Promo Video
  • Play Video then Next Slide - Introduce Michael who is going to present on the Legal Services Act
  • “The business structures through which legal services are delivered to the public have changed little over a considerable period. The most easily recognisable structure is the high street solicitor, practising either on his own or in partnership with other solicitors. But business practices have changed. In particular the skills necessary to run a modern legal practice have developed; but whilst those with finance or IT skills may sit on the management committee of a legal firm, they are not permitted to be principals in the business. There is concern also about whether the restrictive practices of the main legal professional bodies can still be justified, in particular those which prevent different types of lawyers working together on an equal footing. There is pressure for change from those who represent consumer interests, but also from many in the legal profession, particularly the Law Society who have made a strong case for liberalisation of law practices.”“I have learnt that certain lawyers dislike being described as part of an industry. They see a conflict between lawyers as professionals and lawyers as business people. The idea that there is a major conflict is in my view misplaced. Access to justice requires not only that the legal advice given is sound, but also the presence of the business skills necessary to provide a cost-effective service in a consumer-friendly wayReview of the Regulatory Framework for Legal Services in England and Wales – Final Report; Sir David Clementi December 2004, Foreword
  • LDPs and ABSsLegal Complaints Commissioner and Legal Services Ombudsman abolished. The OLC created and that sets up the Legal Ombudsman, operational from the second half of this year.Non-lawyers can finally own law firms
  • LSB – answerable to the Consumer Panel and the Lord Chancellor, thence Parliament
  • s. 1(1) The regulatory objectives  (1) In this Act a reference to “the regulatory objectives” is a reference to the objectives of— (a) protecting and promoting the public interest; (b) supporting the constitutional principle of the rule of law; (c) improving access to justice; (d) protecting and promoting the interests of consumers; (e) promoting competition in the provision of services within subsection (2);(f) encouraging an independent, strong, diverse and effective legal profession; (g) increasing public understanding of the citizen’s legal rights and duties; (h) promoting and maintaining adherence to the professional principles.  And  s. 1 (3) The Professional Principles(a) that authorised persons should act with independence and integrity, (b) that authorised persons should maintain proper standards of work, (c) that authorised persons should act in the best interests of their clients, (d) that persons who exercise before any court a right of audience, or conduct litigation in relation to proceedings in any court, by virtue of being authorised persons should comply with their duty to the court to act with independence in the interests of justice, and (e) that the affairs of clients should be kept confidential. (4) In this section “authorised persons” means authorised persons in relation to activities which are reserved legal activities.s
  • The governing rules between regulators and the regulated and between regulators to avoid conflict still to be finalised
  • Independent Complaints process seen as being necessary after the failures of the SCB and Legal Complaints Service and LS Ombudsman
  • Only about 70 firms have opted for LDP status so far. They will convert to ABSs automatically when ABSs come in to force in October 2011Applications for ABS status to be allowed from next summer
  • Is “Tesco law” the main threat – or is it IT?Mayson – predicts carnage in the professionSusskind – IT will fundamentally change how lawyers do business – The End of Lawyers?
  • 15 Models – Nick Jarrett-KerrTraditional Law FirmMarketing Umbrella e.g Quality SolicitorsLaw Firm Franchise – Specsavers modelConsolidated Law Firm Roll UpVirtual Law Firm – e.g KeystoneLegal Multi-Disciplinary PartnershipIntegrated MDPExternally Financed Growth – e.g private equityBranded Conglomerate – e.g Tesco LawLaw Firm PLCIntegrated Legal NetworkExternal Consolidation Roll-upOnline Firms – Tessa SheppersonNot for profit firmsIn-house teams
  • In House Counsel?
  • $6 HaircutsThe four “A”sToo much lawSecretaries – why? Outsourcing/email/IT solutions/Online document creation – PJH Solicitors/Disruptive TechnologiesWhich is the bigger threat? LSA or IT?Knowledge vs Judgement
  • Having trawled through some of the top 200 UK firms there is a glaring absence of this information. At a time when clients want to know what you are doing for them, their communities and the environment it seems the industry has a long way to go. Part of the challenge for companies batting against Tesco in the power of the brand. When you have no brand recognition these values will go a long way to changing the traditional perception of law firms. Most consumers dread the thought of engaging a solicitor just because of the perceived high rates and inability to know whether you are getting value for money Tesco and the other supermarkets have addressed this by having their regular reviews of prices to publicly benchmark themselves against each other. Will they be doing this with their legal services I wonder?
  • Epoq saw an opportunity to be intermediaries based on the use of technology to create a new market. Probably used first mover advantage and create barriers to entry with technology. Entire business model is a USP.
  • Make sure you engage your staff and your closer more friendly customers when finalising your mission statement so they will be on board but it also creates another reason to get in touch.
  • Think about local communities and how you can help, pro-bono working, corporate social responsibility, providing work experience, volunteering, the environment and green issues (have you defined your environmental policy?). There are local agencies that can help. Every child matters so what can you do to help?Use of paper in law firms is extremely high. You should look at how to reduce this and increase productivity using relevant technologies.
  • People buy your products/services for their strengths. They work around any weaknesses. Suppliers often concentrate too much on their weaknesses and assume, incorrectly, that everyone understands their strengths. In the end, when everything is stripped sway all you have is your strengths, so actively promote them.
  • This is a key slide because it shows that marketing is not just leaflets and websites70% of marketing is research , asking people, reading and being in librariesNotice we start with the target first In terms of segmentation use example of restaurant:Look at corporate segmentsAnd then a restaurantFollowing segmentsLunchtime tradePre theatre partiesLate night dinersFamilies
  • In looking at what is your market you need to considerYour current marketThe potential market, of which your market is but a part Take a broader view of the market? E.g. An events company instead of looking at “events” take a broader view of company bonding, well being, etc. Focus on the benefitsLook at your own company? SWOT
  • AgeGenderWhere they liveThe market sectorBusiness size
  • Face to face / phone: Have script before hand, but don’t stick to it word for word or you will sound roboticTell them how long it will takeMake a note of the business contact you spokeFor business people it is sensible to agree a time, keep it short as possibleWritten questionnaires give a better quality of responseNB: 5% is average rate of return so make sure your response is statistically significantUse gifts as incentives and prepaid envelopesPersonalise the letterSend out a trial sample first
  • Marketing is like cooking – you need the correct blend of ingredients each of the four Ps needs to be tailored to each segment
  • For example primark, heavily focuses on price
  • For example marks and spencer
  • Depending on segments, resources and market characteristics will determine their marketing mixFor example Tie rack – strength is placeAmazon: placeTesco: used to be price, but now qualityM&S: productPrimark: priceSoap product and beer: promotion
  • Depending on segments, resources and market characteristics will determine their marketing mixFor example Tie rack – strength is placeAmazon: placeTesco: used to be price, but now qualityM&S: productPrimark: priceSoap product and beer: promotion
  • Depending on segments, resources and market characteristics will determine their marketing mixFor example Tie rack – strength is placeAmazon: placeTesco: used to be price, but now qualityM&S: productPrimark: priceSoap product and beer: promotion
  • Bottle:Features: fragrance, bottle, large lid, spray Benefits?GPS:map of UK, voice, clip, speed camera alert, full colour , electrical lead
  • The sum of your benefits is your value proposition = your core messageUse the link “which means that...”
  • Give example of working for arcadia
  • Which ?where would my potential customers look for suppliers of my products and services?choose methods according to cost, targeting and responseMarketers use cost per thousand (higher cost for better targeted methods)If seeking direct response monitor according to cost per response and also cost per conversion. Choose advertising and publicity methods that suit your targeting. If you decide to buy advertising the media agencies are able to provide a lot of information about their readership/audience. Getting and building evidence of advertising effectiveness is a vital partAsk people how did you hear of us? Keep a list of the recipient list by the phone and tick them off one by one.
  • we are going to focus on the red areas, especially sales face to face
  •      Contact the Direct Marketing Association or country equivalent for more information about providers of lists and mailing services, etc.
  • Printing costs reduce dramatically with volume. Ask for run-on costs. Digital printing methods are appropriate for low volumes. Paper type: letterheads 90-100gsm, Single sided colour printing 100gsm 200gsm is minimum weight for a post card format. Direct Mail: Avoid using non-standard envelope sizes. Royal Mails new pricing system based on size (and weight)Door to door: Large quantity leaflet drops to consumer households or business addresses, without the need for envelopes can be arranged through the Post Office in the UK). Targeting based on postcodes is possible to a degree, and the cost is often inclusive in the distribution charges. Inserts: Brochures to be sent out with a magazine or newspaper.Charges vary according to weight, volume, targetingResponse rates from inserts are almost always lower than direct mail, Big coverage Bound-in inserts don't fall Details can be obtained from the Direct Marketing Association.
  •  
  • You can look like an authority by adding newspaper articles, testimonials, case studies from real clients. Add a press section
  •  
  • We get on average 400 marketing messages a daySaturatedInterruptive
  • Look for parallels in other industriesThe Call Centre, Help Desk & Customer Service industry The retail banking & finance institutions took the lead in segmenting their market:Identify the 20% of clients that generate 80% of profitCreate 3 different versions of the same product differentiated by the level of service provided, cost, value added services, etc. (e.g. silver, gold, platinum)Offer platinum product to the high net worth 20% and make it really easy for them to but itMake sure you cross sell all your products to all your clientsTreat the silver service more like a commodity product with high levels of churn expected, low cost to sell (automate if possible), high charges to client if they want to go outside the mould, low barriers to entry, manage risk with a fixed impersonal automated approach to stop high risk defaulters becoming customers (the criteria changed as competition increased).
  • Is it happening from within your industry?Eversheds is doing it (from The Lawyer website)The national firm’s decision to ramp up its ­commodity arm through a joint venture with its South African ally is a fascinating admission that its bulk Legal Systems Group in Cardiff is under ­sustained pressure to deliver services even more cheaply. Eversheds envisages a model where 80 per cent of this bulk work will eventually go to South Africa and 20 per cent will remain in Cardiff. Clients want the low-level stuff done as cheaply as possible, and quite right too; in fact, the more firms that respond to this, the better.
  • Next slide – Is it Widely used in your organisation?
  • Next Slide – Is it new?
  • Next Slide – Digital growth forecast
  • Next Slide – How effective is your website?
  • Next slide - Good example from the industry landlaw.co.uk
  • Does your site do all of this? Next Slide – Sites Blog
  • Next Slide - Features of the site
  • Next Slide - CMS websites
  • Do you have a CMS?Next Slide – Where a CMS sits between info site and interactive web 2.0 site
  • Next Slide – Content Managed Site homepage
  • Next Slide – doing a CMS update in action
  • Ease of use – like word processorNext Page – CMS are you interested?
  • Next page – Promotional strategies
  • Next Slide – Email Marketing Stats
  • Next Slide – What should it include?
  • Next Slide – Gateway Media email marketing example
  • Next Slide – Who to target
  • Next Slide – Email marketing reporting
  • Next Slide – Social Media
  • Next Slide – Social Media What is it?
  • Next Slide – Social Media Tools
  • Next Slide – Social Media Statistics
  • Next slide – Social Media Statistics Continued
  • Next slide – A Company blog?
  • Next slide – types of blog – wordpress, blogger etc
  • Next slide – Micro Blogging TwitterDifferent ways to create a blog, wordpress, blogger, typepad.Blogs are often more visited than company sites as people are more interested in personalities. Blogs also rank higher in Google searches.Technorati is a blog search engine that where you can register your blogA blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), audio (podcasting), which are part of a wider network of social media. Micro-blogging is another type of blogging, one which consists of blogs with very short posts. As of December 2007, blog search engine Technorati was tracking more than 112 million blogs.[1] With the advent of video blogging, the word blog has taken on an even looser meaning — that of any bit of media wherein the subject expresses his opinion or simply talks about something.
  • Next slide – Gateway MediaTwitter pageMicro-blogging is a form of multimedia blogging that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, digital audio or the web.The content of a micro-blog differs from a traditional blog in that it is typically more topical, smaller in aggregate file size (e.g. text, audio or video) but is the same in that people utilize it for both business and individual reasons. Many micro-blogs provide this short commentary on a person-to-person level, or share news about a company's products and services.However, the most notable service is Twitter, which was launched in July 2006. Twitter is a social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 bytes in length. Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them. Senders can restrict delivery to those in their circle of friends (delivery to everyone being the default). Users can send and receive updates via the Twitter website, SMS, RSS (receive only).Most followed person on Twitter is Stephen Fry with nearly 340,000 followers.Other leading social networking websites Facebook, MySpace, LinkedIn, and Xing also have their own micro-blogging feature, better known as status updates.
  • Next Slide – Tips on Twitter
  • Taken from http://blog.onlymarketingjobs.com/10-ways-to-increase-your-twitter-followers/Next slide Social Networks
  • Next Slide – Linked In Tips
  • Taken from http://www.ianbrodie.com/marketing/linkedin-tips-professionals/Next slide – Don’t forget your Tone of Voice
  • Tone of voice taken from http://www.cib.uk.com/content/knowledge-bank/1436-beginners-guide-to-tone-of-voice.htmlNext slide – Viral Content? Photo and Video sharing
  • Next slide –Photo and Video sharing websites
  • Next slide – Pay per click
  • Next slide – Pay Per Click Continued
  • Next slide – Summary – Who are you talking to?
  • Next slide – Summary – Where are you talking to them?
  • Next slide – Summary – How are you talking to them?
  • Shouting Vs. Sharing a relationshipNext slide – Summary – What are you saying?
  • If you had 100 people in a room, what would you want them to do?Next slide – Summary – Media Matrix?
  • Next slide – Q&A
  • Next slide – Contact Details
  • Transcript

    • 1. Combating ‘Tesco Law’:
      Prepare your Brand Presence
      • Simon Baker – Account Manager
      • 2. Yvette Elkana – Managing Director
      • 3. Neil Ramsorrun – Creative Director
      • 4. Michael Scutt – Dale Langley
    • Agenda
      Introduction
      Legal Services Act – Michael Scutt
      Marketing Refresher – Yvette Elkana
      Digital Media – Neil Ramsorrun
      Q&A session & Feedback
    • 5. Gateway Media
      Cutting edge digital design agency
      Working with businesses who are trying to grow but are not getting noticed in their market
      Providing expertise and skills to improve communication and marketing efforts
      An impressive track record of intelligent and engaging solutions for a wide range of clients
      Industry leading quality and value for money
      A social enterprise supporting City Gateway
    • 6. Sectors
    • 7. Services
    • 8.
    • 9. Combating Tesco Law: The Legal Services Act 2007
      Michael Scutt
      Dale Langley & Co
      60 Lombard Street
      London EC3V 9EA
    • 10. Agenda
      The Legal Services Act 2007
      Why ?
      What?
      Tesco Law
      10/2/10
      (c) Michael Scutt 2010
      8
    • 11. WHY?
      Brief History – OFT, Clementi Report
      Legal Profession – the last cottage industry?
      Need for reform
      10/2/10
      (c) Michael Scutt 2010
      9
    • 12. What?
      Simplify Regulation
      new regulatory structure
      Reform Complaints Procedures
      - Office for Legal Complaints to be created
      Increase Competition
      - “Tesco Law”
      10/2/10
      (c) Michael Scutt 2010
      10
    • 13. Pre- LSA Regulatory Structure
      10/2/10
      (c) Michael Scutt 2010
      11
      DTI
      Department for Constitutional Affairs
      Master of the Rolls
      CIPA
      The Law Society
      Bar Council
      ILEX
      CLC
      Higher Judiciary
      Legal Services Ombudsman
      Legal Services Complaints Commissioner
      Archbishop of Canterbury
      Faculty Office
    • 14. Regulatory Structure
      10/2/10
      (c) Michael Scutt 2010
      12
      Legal Services Board
      SRA
      BSB
      ILEX
      CLC
      CIPA
      Faculty Office
    • 15. Regulatory Structure
      Eight Regulatory Objectives LSA 2007 s.1(1)
      Five Professional Principles – s.1(3)
      Six Reserved Legal Activities – Part 3 s.12
      Only authorised persons or exempt persons may carry on reserved legal activities
      10/2/10
      (c) Michael Scutt 2010
      13
    • 16. Regulatory Structure cont’d
      A person who holds a practising certificate from one regulator will be governed as well by regulator of his employer
      Non-lawyers managing or working in a regulated entity will be governed by the relevant regulator
      10/2/10
      (c) Michael Scutt 2010
      14
    • 17. Reform of Complaints Procedures
      10/2/10
      (c) Michael Scutt 2010
      15
    • 18. Reform of Complaints Procedures
      Legal Services Complaints Commissioner – abolished
      Legal Services Ombudsman – abolished
      Office for Legal Complaints created – in force by late 2010 – single body for all legal complaints
      OLC – creates the Legal Ombudsman to deal with complaints NOT misconduct
      10/2/10
      (c) Michael Scutt 2010
      16
    • 19. Increase Competition
      10/2/10
      (c) Michael Scutt 2010
      17
    • 20. New Ways to do Legal Business
      Legal Disciplinary Partnerships (LDPs)
      Allows mixed lawyers and non-lawyers to own and manage a law firm
      But, up to 75% of owners/managers must be qualified lawyers and hold at least 75% of shares and voting rights
      10/2/10
      (c) Michael Scutt 2010
      18
    • 21. More on LDPs
      SRA has to approve non-lawyer members
      In existence since 30th March 2009
      Will become ABSs from 2011
      10/2/10
      (c) Michael Scutt 2010
      19
    • 22. Alternative Business Structures
      Allowed from 2011
      A “Licensable Body” is one that carries on reserved legal activities and a non-authorised person is a manager of the body or has an interest in it
      At least one manager must be an authorised person (member, director, partner)
      Every Body will need a Head of Legal Practice and Head of Finance
      10/2/10
      (c) Michael Scutt 2010
      20
    • 23. Alternative Business Structures (cont’d)
      The ABS must carry on a licensed activity through a person authorised to carry on those services
      10/2/10
      (c) Michael Scutt 2010
      21
    • 24. Tesco Law
      10/2/10
      (c) Michael Scutt 2010
      22
    • 25. Tesco Law (2)
      Opportunity or threat?
      Threat? High Street wipe-out in face of powerful brands that people “know” – faster service, efficiency, response - but see later
      Opportunity? External investment may be a good thing
      10/2/10
      (c) Michael Scutt 2010
      23
    • 26. Tesco Law (3)
      Commoditised Services at risk – Wills/Conveyancing/Personal injury/Compromise Agreements in employment law/ET proceedings? Co-Op Legal Services
      Will Tesco law appeal to client SMEs? cf Peninsula in ET proceedings
       
      Will Tesco be interested in potentially costly and lengthy court proceedings, e.g. family proceedings/care/social welfare – where no cost orders likely at the end of the day?
      The LAG is worried that this area might be completely neglected – suggests partnerships between law firms and CABx.
       
      10/2/10
      (c) Michael Scutt 2010
      24
    • 27. But ...
      See the ComRes poll commissioned by the SRA – 1014 respondents, May 2009
      69% of people said they would be concerned about the quality of service offered by banks/supermarkets
      83% of people had a positive experience of solicitors, up from 65% the previous year.
      10/2/10
      (c) Michael Scutt 2010
      25
    • 28. Perhaps ...
      Clients buy people - especially where there is any emotional involvement for them – e.g. litigation/family proceedings/employment.
      Traditional solicitors may struggle where they rely on conveyancing and wills.
      10/2/10
      (c) Michael Scutt 2010
      26
    • 29. How to avoid meltdown
      Build relationships w. clients and other suppliers
      Marketing – social media/word of mouth – raising profile – demonstrate excellence
      Cross selling of services; wills to conveyancing/newly divorced clients
      10/2/10
      (c) Michael Scutt 2010
      27
    • 30. How to avoid meltdown (2)
      Quality not Quantity
      How do you demonstrate value?
      The end of GPs?
      Do you need a secretary?
      Effective use of social media
      10/2/10
      (c) Michael Scutt 2010
      28
    • 31. Social Media
      Web 2.0 – what is it?
      Not just websites
      Blogs – www.michaelscutt.co.uk
      Online Communities –
      Social Media Strategy
      Ideal way to get “out there”
      29/10/2009
      (c) Michael Scutt 2009
      29
    • 32. Don’t Panic!
      10/2/10
      (c) Michael Scutt 2010
      30
    • 33. Combating Tesco Law
      Michael Scutt
      Dale Langley & Co
      60 Lombard Street, London EC3V 9EA
      michaelscutt@dalelangley.co.uk
      Blog = michaelscutt.co.uk
      @michaelscutt
      10/2/10
      (c) Michael Scutt 2010
      31
    • 34. Strategic Marketing
      2nd March 2010
      • Yvette Elkana – Managing Director
    • Strategic Marketing – Key Steps
      Let’s see where we are starting from?
      SWOT & The 4 P’s
      What can I do tomorrow?
      Just a thought
    • 35. What is marketing?
      “Marketing is so basic that it cannot be considered a separate function ... It is the whole business seen from the point of view of the final result, that is from the customer’s point of view.” – Peter Drucker
      All departments should be externally-oriented
      The ultimate goal is to provide services profitably for your chosen customers
    • 36. Strategic Marketing
    • 37. Vision
      Where are we going?
      What difference will we make?
      How do we want to be remembered?
      In what ways will we change things for the better?
      Is this vision relevant and good and desired by the customers and staff and stakeholders?
      Is it realistic and achievable?
      Have we involved staff and customers in defining our vision?
      Is it written down and published and understood?
      The Vision is the stage of planning when the organisation states its relationship with its market-place, customers, or users. The Vision can also include references to staff, suppliers, 'stakeholders' and all others affected by the organisation.
      Dependent on values and philosophy
    • 38. Example Vision Statements
      Linklaters
      Epoq
    • 39. Mission
      How do we describe what we aim to do and be and achieve?
      What is special about what we are and do compared to any other organisation or business unit?
      Do our employees understand and agree with this?
      Do our customers agree that it's what they want?
    • 40. Example Mission Statements
      Linklaters
    • 41. Values
      Ethics, integrity, care and compassion, quality, standards of behaviour - whatever the values are - are they stated and understood and agreed by the staff?
      Do the values resonate with the customers and owners or stakeholders?
      Are they right and good, and things that we feel proud to be associated with?
      Enabled by and dependent on philosophy and leadership.
    • 42. Example Values
      Linklaters
    • 43. Philosophy
      How does the organisation relate to the world? This is deeper than values.
      What is the organisation's purpose? If it is exclusively to make money for the shareholders, or to make a few million for the management buyout team when the business is floated, perhaps have a little re-think. Customers and staff are not daft. They will not be comfortable buying into an organisation whose deepest foundation is greed and profit. Profit's fine to an extent, but where does it fit in the wider scheme of things?
      Is it more important than taking care of our people and our customers and the world we live in?
      Does the organisation have a stated philosophy that might inspire people at a deeper level? Dare we aspire to build organisations of truly great worth and value to the world?
      Fundamentally defined by the leadership.
      The stronger our philosophy, the easier it is to build and run a great organisation
    • 44. Example Philosophy Statements
    • 45. Networking Academy
      Volunteerism
      community
      we believe
      belongs to everyone.
      Make Every Connection a Green Connection
      SustainableBusiness Practices
    • 46. Exercise – Mission Statement
      The subject e.g. company
      Competitive positioning – leader, best value, a leading, lowest cost, best quality, most desirable, friendliest, etc.
      Market segments
      Products and/or services
      Staff
      Culture/style/values
      Adjectives to complete the sentence
    • 47. Clear Mission Statements
      Northern Rock is a specialised lending and savings bank which aims to deliver superior value to customers and shareholders through excellent products, efficiency and growth.
      To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners
    • 48. Strategic Marketing
    • 49. Strategic Marketing Planning
    • 50. 4 – SWOT
      Strengths
      Weaknesses
      Exploitation Strategies
      Improvement Strategies
      Opportunities
      Threats
      Investment
      Strategies
      Blocking Strategies
    • 51. Exercise – Do your SWOT
      Strengths
      Weaknesses
      Opportunities
      Threats
    • 52. Marketing strategy involves research and implementation
      The Target Market
      Segmentation
      Marketing mix (also called the 4 P’s)
      Research
      Implementation
      Marketing is NOT just about leaflets, brochures and websites
      Infact 70% of marketing is research, asking people and planning
      51
    • 53. Marketing strategy involves research and implementation
      The Target Market
      Segmentation
      Marketing mix (also called the 4 P’s)
      What market are you in?
      What is the potential market?
      What is the size of the market?
      Who are your competitors? What do they offer and at what prices?
      How do you compare with them? SWOT?
      52
    • 54. The target market needs to be segmented
      The Target Market
      Segmentation
      Marketing mix (also called the 4 P’s)
      A customer segment is a group of buyers who have similar needs and respond to marketing offers in similar ways
      Study your proposed markets and target the appropriate segments
      Each segment has its unique market potential, and will need to have price, product, promotion and place targeted for it.
      53
    • 55. Segmentations have four main categories in consumer marketing
      Socio-
      demographic
      Transactional
      Psychographic
      Lifestyle
      Age
      Gender
      Marital status
      Neighbourhood
      Children
      Education
      Life stage
      Occupation
      What they read?
      How they travel?
      Hobbies
      Sports
      Fashion
      How much they spend with you?
      How often?
      How recently?
      Risk takers
      Safety-first
      Early adopters
      54
    • 56. Segmentations in business to business marketing
      Market sector
      Public or private
      Size of business
      Turnover
      Where they trade
      Expanding or contracting
      Do they make a profit?
      55
    • 57. Teens
      Young Active Fun
      Adult Personal User
      Mature Basic User
      International Business Traveller
      Self-Chooser for Work
      Company Paid
      An example of segmentation in the mobile telecoms marketplace
      56
    • 58. Q: What segmentation can a small business create?
      Segments?
      Lunchtime eaters
      Pre theatre parties
      Late night diners
      Families
      Special occasion customers
      57
    • 59. Exercise: Your market segmentation
      List 4 target segments in your chosen target market
      Your market: _____________________________
      Segment 1: ___________________________________
      Segment 2: ___________________________________
      Segment 3: ___________________________________
      Segment 4: ___________________________________
      58
    • 60. You can use a whole range of sources to research your market
      Primary research is recommended for local or niche marketing
      Phone interviews or face to face
      Written questionnaires. You can do your own online survey free of charge, use www.surveymonkey.com
      Consumer panels / focus groups/observation
      59
    • 61. You can use a whole range of sources to research your market
      Secondary research i.e. research that others have prepared
      Trade associations - see www.taforum.org
      Market Research Firms: research firms, Gallup, Nielsen, Mori
      Government publications (HMSO)
      Internet searches
      Try to avoid paying for market research information. These sources are free:
      Office of national statistics
      www.theneighbourhood.statistics.gov.uk
      British Library: www.bl.uk/bipc/
      www.businesslink.gov.uk
      60
    • 62. Marketing strategy involves research and implementation
      The Target Market
      Segmentation
      Marketing mix ( the 4 P’s)
      What shall we sell? – the Product
      How much should we charge? – the Price
      Where shall we sell it? – the Place
      How do we tell the customer? – the Promotion
      61
    • 63. The great challenge in marketing is to get the 4 Ps right
      Different companies will focus on different parts of the mix
      Promotion
      Price
      Product
      Place
      62
    • 64. The 4 P’s in practice
      Different companies will focus on different parts of the mix (“positioning”)
      Promotion
      Price
      Product
      Place
      63
    • 65. The 4 P’s in practice
      Different companies can coexist in the same marketplace
      Promotion
      Price
      Product
      Marks and Spencer
      BMW
      Rolex
      Primark
      Ford
      Casio
      Place
      64
    • 66. Different companies focus on different parts of the 4 P’s
      Promotion
      Price
      Product
      Amazon
      Tie Rack
      Place
      65
    • 67. Different companies focus on different parts of the 4 P’s
      Promotion
      M&S
      Price
      Product
      Place
      66
    • 68. Different companies focus on different parts of the 4 P’s
      Promotion
      Tesco
      Price
      Product
      Place
      67
    • 69. The first P: The Product (or service)
      Look at the benefits of the product for the customer, not only the features
      Examine quality, design, technical features, branding, packaging, service levels, processes, training
      Tailor this to your segments
      68
    • 70. Emphasising benefits not features
      Features?
      Benefits?
      Features:
      Benefits?
      69
    • 71. Exercise: Your service/ product
      List 4 features of your service and for each one list a benefit for the customer.
      Your Service:_____________________
      Feature 1:___________________
      Feature 2:___________________
      Feature 3: __________________
      Feature4:____________________
      Benefit 1:_________________
      Benefit 2:_________________
      Benefit 3:_________________
      Benefit 4:_________________
      Your core message = the sum of your benefits
      70
    • 72. The Second P: Price
      Not just guess a number
      Factors to consider:
      • Discounts
      • 73. Bundling (or separate pricing)
      • 74. Lump sum or piece rate
      • 75. Rebates/ loyalty scheme
      • 76. Undercutting the competition
      71
    • 77. The 3rd P: Place
      How will your product be distributed?
      Retail
      Internet/ home shopping
      Remote or face to face
      Brokers
      Can you give a choice?
      72
    • 78. The 4th P: Promotion
      Radio/ TV adverts
      Exhibitions/shows
      Cost
      Sales people
      Brochures
      Direct mail
      Online
      Emails
      social media
      PR
      Ease
      73
    • 79. The Promotion – how do you choose the correct channel?
      Radio/ TV adverts,
      Exhibitions/shows
      Cost
      Sales people
      Brochures
      Direct mail
      Online
      Emails
      social media
      PR
      Ease
      74
    • 80. The Promotion – how do you choose the correct channel?
      Evaluate them on Cost per sale:
      • e.g. A radio ad may reach 200,000 people and generate 20 sales but costs £2,000 = £100 per sale
      • 81. An email campaign may reach 5,000 people and generate 10 sales, but costs £100 for campaign = £10 per sale
      Evaluate your channels on cost per response and conversion: test, and roll out
      75
    • 82. Direct Mail
      2% response = very successful, less than 1% is the norm. Need to understand your breakeven point
      You can rent names and addresses for a one off use (£200 per 000 names)
      Keep track of your customer contacts
      using a CRM package or use Access database
      76
    • 83. Brochures /newsletters
      Look at other people's materials, the basis of design should be: attention- interest- desire- action.
      Distribution options
      Stick to standard sizes
      Remember Royal Mail pricing
       
       
       
      Direct Mail  
       
      Door to Door
      Inserts
      High volume with magazines or post office
      Response lower than Direct Mail
      77
    • 84. Email campaigns
      One subject one email
      Heading should be eye catching but appropriate
      Sentences should be shorter than any other document
      Use simple formatting
      Always write at the top: “if you cannot read this email click here” and provide a link to a webpage
      Send out midweek
      Test before sending and check spelling
      Must allow opt out
      Not too often
      e.g. http://www.dotmailer.co.uk/ - Online service
      Design and the copy (text)
      Sending out
      Capability
       
       
       
      78
    • 85. Websites
      All businesses should have a web presence
      Don’t use free webhosting as they will add adverts
      If you have budget use a SEO consultant
      Look like an authority (see social media section):
      79
    • 86. Search Engine Optimisation – making your website more visible
      organic
      paid
      versus
      Doing things to your own website that makes it more visible
      Paying an advertiser
      Search Google for your service in your area and related search terms.
      Your business should be in the online directories that appear in the listings
      80
    • 87. Press releases are a good source of free publicity
      Get your editorial printed for free
      Local papers need local community stories
      Guidelines:
      Faxes preferred
      A good photo helps
      Journalists will alter your text
      Push your case (newspapers prefer agencies)
      Surveys are excellent material
      81
    • 88. Social media marketing – why is it important?
      Traditional media:
      Direct mail
      Phone calls
      Leaflets
      TV and radio Adverts
      Emails
      New media:
      Search engine optimisation
      Blogging
      Social media
      RSS
      Free tools
      Viral videos
      NON-INTERRUPTIVE
      INTERRUPTIVE
      82
    • 89. A few thoughts ... Where has this happened before?
      The retail banking & finance institutions took the lead in segmenting their market for credit card sales:
      Identify the 20% of clients that generate 80% of profit
      Create 3 different versions of the same product differentiated by the level of service provided, cost, value added services, etc. (e.g. silver, gold, platinum) and cross sell
      Offer platinum product to the preferential high net worth 20% and make it really easy for them to get it
      Offer Silver to 80% of the market with incentive to get the Gold
      Manage risk with fast credit checking service
    • 90. Then things got out of hand
      Reduce processing costs
      Use off-shore call centres and internet to sell and service
      Automate processing using technology
      Mass marketing to grab market share – even overseas
      Offer interest free transfers to get more market share
      Forget the risk – lend to those who are already over committed for more market share
      Crash & Burn .... Total UK credit card debt in December 2009 was £54.5bn..
      It was a great marketing strategy when it started.
      That would never happen in the legal sector ... Would it?
    • 91. Commoditisation at Eversheds
      Bulk work model
      80% of this work will go to South Africa
      20% will stay in Cardiff
      It is being suggested that they rename these products or even this part of the business so they don’t damage brand perception
    • 92. Digital Media
      Neil Ramsorrun
    • 93. Consumer behaviour online
    • 94. Is it New or Widely Used by Organisations?
    • 95. Digital growth forecast
    • 96. How effective is your website?
      Does it reflect your brand identity?
      Does it engage your audiences?
      Easy to update?
      Linked in with digital marketing – social media, email campaigns?
      Well ranked on search engines?
    • 97. landlordlaw.co.uk
    • 98. landlordlaw.co.uk
    • 99. landlordlaw.co.uk
      Fully integrated digital media campaign
      Use of newsletters, polls, blog
      Facebook channel
      Twitter channel
      Linkedin channel
      Excellent Google ranking (1th result when you search for “landlord law london”)
    • 100. Content management system
      Allows you to update your site whenever you like, change/add new pages and content
      What You See Is What You Get (WYSIWYG) editor, anyone can use
      Can build bespoke systems or use open source platforms, depending on your needs
      Whole site can be built to interact with other software – CRM, ecommerce, blog
    • 101. Content management systems
    • 102. Content management system
    • 103. Content management system
    • 104. CRM
      Client Relationship Management
      A database of your contacts used on and off line
      Helps set up effective processes
      Gives your organisation a 360 degree view of their many relationships
      CRM assists, tracks and reports on efforts
      Sales, marketing, support, service
    • 105. Promotional strategies
    • 106. 1. Email marketing
      Now used in higher volumes than direct mail
      Impressive potential return on investment: US Direct Marketing Association estimates $48.56 for every dollar spent
      What makes a good email marketing campaign? 42% of email companies say targeting, 33% say offers, 25% say creative
    • 107. Email marketing - newsletters
      Keep your contacts up to date with your news, offers and latest work
      HTML branded emails with imagery and links to your website
      Use CRM software to send emails in bulk and then track results
      Include signup form on website to build up your following
    • 108. 1. Email marketing
    • 109. Email marketing – business development
      Target specific audience groups
      Create 12 month campaign calendar emailing each audience every 2 months
      Promote new case studies, product offerings to that sector etc
      Tailor email to specific sector, sending them only relevant content
    • 110. Email marketing Reporting
      Good email marketing solutions give good reports
      GM newsletters 3,500 sent each month
      18% Opened
      Of opened 30% click through rate
      Latest Sales campaign – Construction
      175 sent, 29 viewed, 22 click through, 5 opted out, 6 leads
    • 111. 2. Social Media
      “Word cloud” showing some key elements of social media
      www.wordle.com
    • 112. Social Media - What is it?
      A global online conversation
      A marriage of content and community
      Building your business through grassroots networks
      Building a community around a conversation
      Power to the people - Putting the consumer in control of content and broadcasting
    • 113. Social Media Tools
      Blogging
      RSS Feeds
      Social Networks (eg Facebook, Bebo, Myspace)
      Podcasting/vodcasting
      Wikis
      Social Bookmarking (eg Delicious, Digg)
      Photo/video-sharing (eg Flickr, YouTube)
      Forums/message boards/groups
    • 114. Social Media Statistics
      Over 10 million Facebook users in the UK
      UK social network membership predicted to rise to 27 million by 2012
      184 million bloggers worldwide
      215 million people downloading podcasts
      184 million people uploading videos
      36% of online users think more positively about companies who run their own blog
      successful viral films seen by hundreds of millions of viewers (Star Wars Kid = 900 million views)
    • 115. Social Media Statistics
      Top 15 most viewed sites in the UK, November 2009 – 9 out of 20 are social media sites
    • 116. A company blog?
      Gives you chance to show the personality of your organisation and to give expert advice
      Cheap to set up and maintain, using open source software – WordPress, Blogger
      Easy to update
      Allows people to follow what you’re up to and engage with you
      Helps search engine rankings
      Linkable between other social media channels
    • 117. Blogging
    • 118. Micro Blogging (Twitter)
    • 119. Gateway Media Twitter
      New contacts, promotion, show your personality!
      Follow Gateway Media - http://twitter.com/GatewayMedia
    • 120. Twitter Tips
      • Retweeting – Encourage your follows to retweet your links. Retweeting pushes your @username into foreign social graphs, resulting in clicks back.
      • 121. Bio - Fill out your bio. Your latest tweets don’t mean much to someone that doesn’t know you. Your bio is the only place you have to tell people who you are.
      • 122. Links - Put links to your Twitter profile everywhere, in presentations, business cards, figure out a way to broadcast or display your twitter account.
      • 123. Stalk - Follow top twitter users, watch what they tweet.
      • 124. Content – Pictures (twitpic.com) and Links (tinyurl.com) spread fast
    • Social networks
      Facebook – Gateway Media Page
      www.facebook.com/home.php?#/pages/Gateway-Media/57458409109
      LinkedIn – Gateway Media Group www.linkedin.com/groups?gid=1893207
    • 125. Linked In
      • Make your personal profile client focused - Treat it like your introduction at a networking meeting
      • 126. The most powerful use of Linkedin is to find new clients and business partners through the search function and Groups.
      • 127. Choose a Lion (adding everyone) or a “Trusted Partner” (adding few) approach
      • 128. Join Groups and participate in discussions
    • Tone of Voice (ToV)
      • a writing guide that helps you reflect the core values of your company or its brand.
      • 129. How will you sound online?
      • 130. “define” your writing style to ensure consistent approach to posting
      • 131. Do you want to be seen as “personal”, “friendly”, “trustworthy”, “objective”, “expert”, “dynamic”, “energetic”
    • Interesting Content
      • What is Viral content?
      • 132. Find interesting ways to deliver your key messages, try new approaches.
      • 133. The videos we produce are used across many media channels. From social networks to meetings and presentations like this. Video Podcasting is a very low cost way of doing this.
      • 134. Animation
      • 135. Photos
    • Photo/video sharing
      YouTube Channel http://www.youtube.com/user/gatewaymedialondon
      Flickr.com
    • 136. 3. Pay per click
      PAID search results
      ORGANIC or NATURAL search results
    • 137. Pay per click
      Organic search can take a long time to get right
      Paid search gets you straight to the top of the search results
      Flexible budgets – can start a trial campaign in 5mins with a £1.00 budget
      Low set up costs and maintenance – initial consultancy to set campaign up then you can run it yourself
      Fully trackable so you can calculate ROI
    • 138. Summary
      Who are you talking to?
    • 139. Where are you talking to them?
    • 140. How are you talking to them?
    • 141. What are you saying?
      Business Speak
      This is my journey
      Or Both
      Are you telling a story?
    • 142. Media Matrix
      This media matrix will help to focus the strategic objectives and tactical activities of your digital media campaign.
    • 143. Q&A
      How can digital help you?
    • 144. Contact
      simon.baker@gateway-media.co.uk
      yvette.elkana@gateway-media.co.uk
      neil.ramsorrun@gateway-media.co.uk
      michaelscutt@dalelangley.co.uk
      www.gateway-media.co.uk
    • 145. Feedback
      Thanks for attending, your feedback would be greatly appreciated