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Land New Lateral and Leverage Brand

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John Hellerman
John Hellerman

Presented by John Hellerman at Elevate08, the 22nd Annual Legal Marketing Association Conference March 12th-15th Los Angeles, CA

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You’ve Landed a New Lateral – Now What? John Hellerman Legal Marketing Association March 13, 2008 Los Angeles
The FIGHT is Over Talent ,[object Object],[object Object],[object Object],[object Object],[object Object],“ In a recession you may not hire the junior level person… but you’re certainly going to hire the top-level person.” To the Victor…Will Come the Clients
Clients Buy Lawyers ,[object Object],Lawyers are the Product Law Firms are the Product Marketers
Lawyers Buy Law Firms ,[object Object],Use it to attract talent with large portable books of business. MARKETING Lawyers Clients This is what it’s for!!
“ Lateral” Should Mean Up Not Sideways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
You’ve Landed a New Lateral – Now What? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Lawyers Buy Law Firms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Where is marketing support as an active strategy??
Lateral Integration: The Next Check Box ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],
Lateral Marketing: Sample Timeline Months 1-3 Months 4-8 Months 9-10 Month 11 Month 12 Finalize Planning Announcement Ad & Media Super Bio produced Q&A release distributed Training Thought Leader Quotes Byline articles published Speaking gigs Feature Q&A Thought Leader Quotes Roundtable or Survey & Promotion Transition to next campaign or general marketing Evaluation and recommendation Before the Move Introduction Preliminary research & Initial planning
Lateral Integration: Reporting Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Lateral Integration: Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Land New Lateral and Leverage Brand

  • 1. You’ve Landed a New Lateral – Now What? John Hellerman Legal Marketing Association March 13, 2008 Los Angeles
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  • 9. Lateral Marketing: Sample Timeline Months 1-3 Months 4-8 Months 9-10 Month 11 Month 12 Finalize Planning Announcement Ad & Media Super Bio produced Q&A release distributed Training Thought Leader Quotes Byline articles published Speaking gigs Feature Q&A Thought Leader Quotes Roundtable or Survey & Promotion Transition to next campaign or general marketing Evaluation and recommendation Before the Move Introduction Preliminary research & Initial planning
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  • 11.