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Law Firm Marketing is NOT a department

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This presentation explains the role and importance of strategic marketing in law firms and other professional service practices. It shows that while strategy is determined by the partners, its implementation is the responsibility of every employee in the firm

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Law Firm Marketing is NOT a department

  1. 1. LAW FIRM MARKETING IS NOT A DEPARTMENT Investing Today For Tomorrow
  2. 2. <ul><li>“ 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 ” </li></ul>Albert Schneider-Seasonal Concepts (USA)
  3. 3. <ul><li>“ 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” </li></ul>Kate Clifton (Editor) LegalMarketing
  4. 4. <ul><li>“ 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 ” </li></ul>Sean Bosse-Law Firm Marketing Is Not A Department- GhostDigest(2005)
  5. 5. WHAT IS STRATEGIC LAW FIRM MARKETING (SLFM) ?
  6. 6. <ul><li>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 </li></ul>
  7. 7. WHY IS IT IMPORTANT ?
  8. 8. COMETITION POLITICS CLIENTS ECONOMY TECHNOLGY SOCIAL
  9. 9. WHERE DOES SLFM FIT IN ?
  10. 10. STRATEGIC PLANNING “ WHO ARE WE” ? ( CURRENT POSITION) <ul><li>“ WHO DO WE WANT TO BE”? </li></ul><ul><li>“ WHERE DO WE WANT TO BE”? </li></ul><ul><ul><li>GROWTH </li></ul></ul><ul><ul><li>MARKET SHARE </li></ul></ul><ul><ul><li>PROFIT </li></ul></ul><ul><ul><li>SHAREHOLDER VALUE </li></ul></ul>Gap Analysis S.W.O.T . Strategic Plan START FINISH Situational Analysis Positional Analysis S= Strength W= Weakness O= Opportunity T= Threat
  11. 11. Business Structuring Business Development Marketing Technology Training & Recruitment Client Management Branding Team Building Business Planning & Strategy The Business of Law Financing
  12. 12. LAW FIRM MARKETING STRUCTURE STRATEGIC PLANNING & MANAGEMENT BUSINESS DEVELOPMENT & RAINMAKING BRAND BUILDING & MANAGEMENT CRM (CLIENTS & STAFF)
  13. 13. LAW FIRM DYNAMICS UNIQUE SELLING POINT ( USP ) FIRM’S COMPETITIVE ADVANTAGE <ul><li>EXTERNAL MARKET </li></ul><ul><li>CLIENTS </li></ul><ul><li>PUBLIC </li></ul><ul><li>COMPETITORS </li></ul><ul><li>INTERNAL MARKET </li></ul><ul><li>STAFF </li></ul><ul><li>RESOURCES </li></ul><ul><li>CULTURE </li></ul><ul><li>TECHNOLGY </li></ul><ul><li>WORKFLOW </li></ul><ul><li>COMMUNICATION </li></ul><ul><li>SERVICES </li></ul><ul><li>PRODUCTS </li></ul><ul><li>SERVICE PROVIDERS </li></ul>
  14. 14. COMMUNICATING THE USP <ul><li>BRAND </li></ul><ul><li>MEDIA </li></ul><ul><li>PUBLIC RELATIONS </li></ul><ul><li>COMMUNICATIONS </li></ul><ul><li>STAFF </li></ul><ul><li>SERVICE DELIVERY </li></ul><ul><li>BUSINESS DEVELOPMENT </li></ul>
  15. 15. HOW DO WE MEASSURE?
  16. 16. AUDIT “ Who Are We?” Internal / External PLANNING “ Who do we want to be?” “ Where do we cant to be?” <ul><li>STRATEGIC PLANNING </li></ul><ul><li>Brand Blue Print </li></ul><ul><li>Business Development Plan </li></ul>REVIEW & REVISE <ul><li>IMPLEMENTATION </li></ul><ul><li>Internal & External </li></ul><ul><li>PRO- Maintenance </li></ul><ul><li>Communications </li></ul>BUDGET Allocation & Spend 2 / 3 YEARS Every Year
  17. 17. YOUR INPUT <ul><li>Practice and perfect your legal skills </li></ul><ul><li>Remember: Legal skills are not enough </li></ul><ul><li>Understand and “Buy-In” to the business strategy </li></ul><ul><li>Be responsible for marketing, PRO, CRM and BD </li></ul><ul><li>Run your practice like a business-always ask,” why will Mr.XXXX want to do business with me?” </li></ul><ul><li>Constantly improve yourself and your practice </li></ul><ul><li>Understand :Marketing=Core Strategy </li></ul>
  18. 18. MARKETING IS NOT A DEPARTMENT <ul><li>A law firm does not have a marketing department </li></ul><ul><li>Marketing is a core strategy-”we are all responsible to implement” </li></ul><ul><li>Be Creative. Be Bold. Be Innovative </li></ul><ul><li>Lead and they will follow </li></ul><ul><li>Law is still a profession-Don’t sell Baked Beans </li></ul>
  19. 19. CONTACT <ul><li>contact us if we can help you develop your marketing strategy </li></ul><ul><li>contact sean on: </li></ul><ul><li>[email_address] </li></ul>
  20. 20. NOTICE <ul><li>Copyright Notice © 2008 All rights reserved </li></ul><ul><li>You may copy, distribute and reference this presentation on condition that you clearly indicate that Glass Rock strategic brand agency is the owner hereof. </li></ul><ul><li>We would appreciate it if you will make available to whoever wants it, our contact details </li></ul><ul><li>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. </li></ul><ul><li>If you have any questions, please contact Sean on [email_address] </li></ul>

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