The Marketing Department of Me, Myself and I


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A how-to especially for small law firm marketers presented by Jennifer Yeager and Amy Smith. Presented as a webinar for the Legal Marketing Association in July 2007.

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  • Mention Next Client as a way I found to update my web site
  • Where you obtain interesting observations and crucial information. Each year brings interesting observations as crucial information to the table that could lead the group in another direction. primarily the same attorneys previously doing insurance defense. information gleaned from individual plans.
  • The Marketing Department of Me, Myself and I

    1. 1. The Marketing Department of Me, Myself, and I: Small Firm Marketing Amy Smith-Pike Marketing Director, DurretteBradshaw PLC 804.916.6596 [email_address] Jennifer Yeager Right Angle Consulting, LLC 804.253.8320 [email_address]
    2. 2. Who Dare Go There? <ul><li>According to a Martindale-Hubbell Small Law firm Marketing Index </li></ul><ul><ul><li>2002 11% spent 5% or more on marketing </li></ul></ul><ul><ul><li>2005 22% spent 5% or more on marketing </li></ul></ul><ul><li>(Small firm defined as 20 attorneys or less) </li></ul>
    3. 3. Job Description <ul><li>Samples descriptions: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Marketing the Law Firm </li></ul></ul><ul><ul><ul><ul><li>Sally Schmidt </li></ul></ul></ul></ul><ul><li>Include annual goals </li></ul><ul><ul><li>Marketing can be difficult to measure </li></ul></ul><ul><ul><li>Proving your worth is easier with tangible goals </li></ul></ul>
    4. 4. Myths of Marketing <ul><li>You thought you knew what a lawyer was… </li></ul><ul><ul><li>Introvert or Extrovert </li></ul></ul><ul><ul><li>Unrealistic or Realistic Expectations </li></ul></ul><ul><ul><li>Marketing: Adverse or Engaged </li></ul></ul><ul><ul><li>Egotistical or Shy </li></ul></ul><ul><li>You learn through … osmosis </li></ul>
    5. 5. “How to Look Smart” Tips <ul><li>Be resourceful </li></ul><ul><ul><li>Google, Ask Jeeves </li></ul></ul><ul><li>Don’t be afraid to say you don’t know…but you’ll get back to them </li></ul><ul><ul><li>Use LMA contacts and web site </li></ul></ul><ul><ul><li>Buy a Legal Terms Book </li></ul></ul><ul><ul><li>Hire a Consultant </li></ul></ul>
    6. 6. Good Reasons to Hire a Consultant <ul><li>Project is beyond your scope of experience/expertise </li></ul><ul><li>Project is time consuming </li></ul><ul><li>Provide training </li></ul><ul><li>Provide coaching </li></ul><ul><li>Can elevate standing of marketer in attorneys’ eyes/mind </li></ul>
    7. 7. How To Hire a Consultant <ul><li>Ask for referrals! </li></ul><ul><li>Know the project parameters </li></ul><ul><li>Know your budget </li></ul><ul><li>Interview more than one </li></ul><ul><li>Get a written proposal/contract </li></ul>
    8. 8. Questions to Ask Consultant <ul><li>How do you add value to a business? </li></ul><ul><li>How many professionals work with you or at your firm? </li></ul><ul><li>Do you outsource some of your work?  If so, how is this managed? </li></ul><ul><li>Will you sign a letter of confidentiality? </li></ul><ul><li>Do you work with our competitors?  </li></ul><ul><ul><li>Will you refrain from doing so while working with us? </li></ul></ul><ul><li>What other companies can I call for references? </li></ul><ul><li>How many clients do you work with at once? </li></ul><ul><li>Do you have time for us? </li></ul><ul><li>How quickly do you return phone calls and emails? </li></ul><ul><li>How do you charge for services?  </li></ul><ul><li>Do your fees include travel time and other miscellaneous charges? </li></ul>
    9. 9. Consider This….. <ul><li>Can you work with this person? </li></ul><ul><li>Clear communication is key: </li></ul><ul><ul><li>Project goals </li></ul></ul><ul><ul><li>Deadlines </li></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><li>Let them know who they have direct contact with </li></ul><ul><li>Will you be able to utilize their work after they have left the firm?  </li></ul>
    10. 10. The Consultant’s Power <ul><li>Specific projects or initiatives actually get done </li></ul><ul><li>Consultant makes YOU look good </li></ul><ul><li>Objective point of view (outsider) </li></ul><ul><li>Expertise supplements your own knowledge </li></ul><ul><li>Validates what marketer has been offering </li></ul>
    11. 11. “Deer in the Headlights” <ul><li>Realize how much you don’t know </li></ul><ul><li>Be willing to learn </li></ul><ul><ul><li>Be a willow (be flexible) </li></ul></ul><ul><ul><li>Be a sponge-take it all in </li></ul></ul>
    12. 12. “ No.” <ul><li>The word “ no” is no longer in your vocabulary </li></ul><ul><li>Treat attorneys as you would have them treat their clients </li></ul><ul><li>The attorneys are your clients </li></ul><ul><ul><li>Set the example </li></ul></ul>
    13. 13. Help for you? <ul><li>You expected help? </li></ul><ul><li>Partner with secretary or assistant </li></ul>
    14. 14. No silver bullet for success…. <ul><li>There are many practices you can start from day one that will make your journey much more pleasant </li></ul><ul><ul><li>Start small, think big. </li></ul></ul>
    15. 15. Create Relationships and Plans <ul><li>Set up appointments with each attorney to craft individual marketing plans </li></ul><ul><li>Set up appointments in person </li></ul><ul><li>Be mindful of the billable hour </li></ul><ul><li>Provide attorneys with a form to fill out </li></ul><ul><li>Bring an interview questionnaire </li></ul><ul><ul><li>LISTEN </li></ul></ul><ul><ul><li>Be their guide </li></ul></ul>
    16. 16. Part of your job is to educate <ul><li>Many attorneys do not understand the difference between marketing and sales </li></ul><ul><ul><li>Marketing is a process </li></ul></ul><ul><ul><li>Sales is to persuade or induce others to buy </li></ul></ul><ul><ul><li>Both take time and patience </li></ul></ul>
    17. 17. Pearls of Wisdom <ul><li>It takes 8 to 10 contacts to turn an acquaintance into a potential client </li></ul><ul><ul><li>It can take 1 meeting or 1 year (or more) before a potential client brings in real business </li></ul></ul><ul><ul><li>More? </li></ul></ul><ul><li>(from Sugarcrest’s Felice Wagner, attorney and client development expert) </li></ul>
    18. 18. Marketing is NOT taught in law school <ul><li>Elevator speech </li></ul><ul><ul><li>(or the verbal business card) </li></ul></ul><ul><li>Weekly Marketing Tips via e-mail </li></ul><ul><li>Find publishing opportunities </li></ul><ul><li>Encourage speaking engagements </li></ul><ul><ul><li>Have attorneys join a group with the intent of becoming a committee or board member </li></ul></ul>
    19. 19. More Pearls… <ul><li>Associate Checklist </li></ul><ul><ul><li>List has items to get even the first year associates started with their business development plans </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Search: Associate Marketing Checklist </li></ul></ul></ul>(from Kelly A. Blazek, former Director of Client Relations, at Hahn, Loeser + Parks in Cleveland )
    20. 20. Marketing Tools <ul><li>A plan! </li></ul><ul><ul><li>With measurable goals and objectives </li></ul></ul><ul><ul><li>With accountability </li></ul></ul><ul><ul><li>Firm, practice group, individual plans </li></ul></ul><ul><ul><li>Marketing calendar </li></ul></ul><ul><li>Network </li></ul><ul><ul><li>Among the top tools for developing an attorney’s book of business </li></ul></ul><ul><ul><li>Among your best tools for being successful </li></ul></ul>
    21. 21. Firm Web Site <ul><li>Can level the playing field with the bigger firms </li></ul><ul><li>Make sure it is: </li></ul><ul><ul><li>user friendly </li></ul></ul><ul><ul><li>up-to-date </li></ul></ul><ul><ul><ul><li>Presentation, technology, information </li></ul></ul></ul><ul><ul><li>error free </li></ul></ul><ul><ul><ul><li>Have attorneys check bios (at least 2 times per year) for updates </li></ul></ul></ul><ul><ul><li>consistent with firm’s brand </li></ul></ul><ul><ul><li>and it has a disclaimer </li></ul></ul>
    22. 22. Random Acts of Marketing <ul><li>If you do marketing… </li></ul><ul><li>do it more than once </li></ul><ul><li>do it to a targeted audience </li></ul><ul><li>integrate and cross-sell </li></ul><ul><li>nurture your current clients </li></ul>
    23. 23. Follow Up <ul><li>Check back with attorneys regularly </li></ul><ul><li>Talk about progress </li></ul><ul><ul><li>Where help is still needed </li></ul></ul><ul><ul><li>Take their temperature </li></ul></ul>
    24. 24. SWOT to SWAT <ul><li>What is SWOT? </li></ul><ul><ul><li>Strengths-Weaknesses-Opportunities-Threats </li></ul></ul><ul><ul><li>SWAT – Strategy With Action & Tracking </li></ul></ul><ul><ul><ul><li>Right Angle term </li></ul></ul></ul><ul><li>Example: </li></ul><ul><ul><li>Insurance defense group at Amy’s firm </li></ul></ul><ul><ul><li>They hated the practice but it made money </li></ul></ul><ul><li>After SWOT analysis, the cons far outweighed the pros. They killed the group. </li></ul><ul><ul><li>In its place an appellate group was formed -- primarily the same attorneys previously doing insurance defense. </li></ul></ul>
    25. 25. Be the Change Agent <ul><li>Smile </li></ul><ul><li>Leave your door open - Say hello in the hallways </li></ul><ul><li>Start conversations in the elevator </li></ul><ul><li>Have chocolate readily available </li></ul><ul><li>Present changes with tangible results </li></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Develop the implementation plan </li></ul></ul><ul><ul><li>Create the budget </li></ul></ul><ul><ul><li>Develop procedures for implementing and tracking </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    26. 26. Go the Distance <ul><li>Congratulate your attorneys </li></ul><ul><li>Have a first-day basket ready for new hires </li></ul><ul><ul><li>(business cards, sticky note pads, baseball cap, t-shirt, and pens with firm name, reminder to set up appointment with marketing director) </li></ul></ul><ul><li>Remember wives and husbands names </li></ul><ul><ul><li>Have chocolate readily available </li></ul></ul>
    27. 27. Create Relationships <ul><li>Office Services </li></ul><ul><li>Accounting </li></ul><ul><li>Front Desk </li></ul><ul><li>Legal Assistants </li></ul><ul><li>Recognize the work of others </li></ul><ul><li>Be sincere </li></ul>
    28. 28. Tangible Steps for Success <ul><li>Do relentlessly </li></ul><ul><li>Do in a timely fashion </li></ul><ul><li>Do repeatedly </li></ul><ul><li>Do until marketing is second nature for your attorneys and staff </li></ul>
    29. 29. The Marketing Department of Me, Myself, and I: Small Firm Marketing Amy Smith-Pike Marketing Director, DurretteBradshaw PLC 804.916.6596 [email_address] Jennifer Yeager Right Angle Consulting, LLC 804.253.8320 [email_address]