Presented By MaryJane Mudd www.fulltiltcommunications.com February 4, 2009
<ul><li>The state of affairs </li></ul><ul><li>What  is  marketing? </li></ul><ul><li>Defining, planning, implementing </l...
The State of Affairs
Law Firms and Attorney Layoffs <ul><li>Ballard Spahr Andrews & Ingersoll   </li></ul><ul><li>Bell Boyd & Lloyd   </li></ul...
More… <ul><li>Sonnenschein Nath & Rosenthal   </li></ul><ul><li>Squire, Sanders & Dempsey   </li></ul><ul><li>Sutherland A...
There Are Still Opportunities According to BTI: Demand for counseling and advisory work is surging …The bailout bill is ge...
What  Is  Marketing?
What  Is  Marketing? <ul><li>“ Marketing is the activity, set of institutions, and processes for creating, communicating, ...
Marketing Relationships More and Better Business Generates  Prospects Trust, Service Public Relations Advertising Events N...
 
Differentiate Yourself
<ul><li>What do I do? </li></ul><ul><li>How am I different than others who do the same thing? </li></ul><ul><li>Can I say ...
<ul><li>Who you are—positioning  </li></ul><ul><li>Measurable goals—revenue, other </li></ul><ul><li>Tactics—how you plan ...
<ul><li>Advertising  </li></ul><ul><li>Legal blog </li></ul><ul><li>Web site  </li></ul><ul><li>Social media </li></ul><ul...
<ul><li>Individual attorney business development </li></ul><ul><li>Overall marketing </li></ul><ul><li>Legal marketing </l...
Implement Your Plan
 
 
 
Client  Testimonial
 
 
 
 
 
Corporate Concepts That  Work
Customer Relationship Management (CRM)
The Case for CRM <ul><li>Develops better communication channels  </li></ul><ul><li>Collects vital data, like customer deta...
The Sales Cycle <ul><li>Understanding of sales cycle: </li></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>Origina...
<ul><li>The 6 P’s: </li></ul><ul><li>Publishing </li></ul><ul><li>Posting </li></ul><ul><li>Publicizing </li></ul><ul><li>...
 
<ul><li>According to Nielsen Online, top sites: </li></ul><ul><li>MySpace.com: 100 million audience members  </li></ul><ul...
<ul><li>Increases your visibility </li></ul><ul><li>Improves your connectability </li></ul><ul><li>Improves your Google Pa...
<ul><li>90 million users </li></ul><ul><li>An average of 250,000 new registrations per day since Jan. 2007  </li></ul><ul>...
 
How Twitter Can Help Lawyers <ul><li>Follow leaders in the legal field </li></ul><ul><li>Do your own research </li></ul><u...
<ul><li>User-generated video captured 22 billion page views in 2007 </li></ul><ul><li>Over seven out of 10 adult US Intern...
<ul><li>RSS: Really Simple Syndication </li></ul><ul><li>Think “Associated Press” </li></ul><ul><li>Subscribe to content <...
<ul><li>Blog = web log </li></ul><ul><li>Type of web site </li></ul><ul><li>Simple to add content </li></ul><ul><li>Chrono...
 
 
<ul><li>Events </li></ul><ul><li>CLEs </li></ul><ul><li>Web Seminars </li></ul><ul><li>Podcasts </li></ul><ul><li>More </l...
<ul><li>The handwritten note </li></ul><ul><li>The follow-up email of information </li></ul><ul><li>The unsolicited bit of...
Remember to Measure Success
<ul><li>Craft a plan </li></ul><ul><li>Set your goals  </li></ul><ul><li>Choose tactics based on goals, time and budget </...
www.marketingprofs.com www.webmarketcentral.blogspot.com www.marketingtoday.blogspot.com www.ama.org Laura Gibson [email_a...
<ul><li>MaryJane Mudd </li></ul><ul><li>[email_address] </li></ul><ul><li>www.fulltiltcommunications.com </li></ul><ul><li...
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Houston Young Lawyers Association

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Houston Young Lawyers Association

  1. 1. Presented By MaryJane Mudd www.fulltiltcommunications.com February 4, 2009
  2. 2. <ul><li>The state of affairs </li></ul><ul><li>What is marketing? </li></ul><ul><li>Defining, planning, implementing </li></ul><ul><li>Corporate concepts that work </li></ul><ul><li>Building an online profile </li></ul><ul><li>Simple actions that reap rewards </li></ul><ul><li>Next steps </li></ul>
  3. 3. The State of Affairs
  4. 4. Law Firms and Attorney Layoffs <ul><li>Ballard Spahr Andrews & Ingersoll </li></ul><ul><li>Bell Boyd & Lloyd </li></ul><ul><li>Bingham Mccutchen </li></ul><ul><li>Blank Rome </li></ul><ul><li>Brown Rudnick Berlack Israels </li></ul><ul><li>Buchanan Ingersoll & Rooney </li></ul><ul><li>Cadwalader, Wickersham & Taft </li></ul><ul><li>Cahill Gordon </li></ul><ul><li>Clifford Chance </li></ul><ul><li>Dechert </li></ul><ul><li>Dewey & Leboeuf </li></ul><ul><li>Dickstein Shapiro </li></ul><ul><li>DLA Piper </li></ul><ul><li>Drinker Biddle & Reath </li></ul><ul><li>Duane Morris </li></ul><ul><li>Foley Hoag </li></ul><ul><li>Fragomen, Del Rey, Bernsen & Loewy </li></ul><ul><li>Freshfields Bruckhaus Deringer </li></ul><ul><li>Fried, Frank, Harris, Shriver & Jacobson   </li></ul><ul><li>Heller Ehrman </li></ul><ul><li>Holland & Knight </li></ul><ul><li>Howrey </li></ul><ul><li>Hunton & Williams </li></ul><ul><li>Jenner & Block </li></ul><ul><li>Katten Muchin Rosenman </li></ul><ul><li>Kaye Scholer </li></ul><ul><li>Kirkland & Ellis </li></ul>
  5. 5. More… <ul><li>Sonnenschein Nath & Rosenthal </li></ul><ul><li>Squire, Sanders & Dempsey </li></ul><ul><li>Sutherland Asbill & Brennan </li></ul><ul><li>Synnestvedt & Lechner </li></ul><ul><li>Taylor Wessing </li></ul><ul><li>Thelen Reid Brown Raysman & Steiner </li></ul><ul><li>White & Case </li></ul><ul><li>Winstead </li></ul><ul><li>Wolf Block </li></ul>
  6. 6. There Are Still Opportunities According to BTI: Demand for counseling and advisory work is surging …The bailout bill is generating $5.2 billion in fees…Proven strategies and tactics can help you take advantage of immediate opportunities in a challenging economy – practice by practice
  7. 7. What Is Marketing?
  8. 8. What Is Marketing? <ul><li>“ Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” </li></ul><ul><ul><li>-The American Marketing Association, October 2007 </li></ul></ul>
  9. 9. Marketing Relationships More and Better Business Generates Prospects Trust, Service Public Relations Advertising Events Newsletters Internet Social Media White papers, articles Rankings
  10. 11. Differentiate Yourself
  11. 12. <ul><li>What do I do? </li></ul><ul><li>How am I different than others who do the same thing? </li></ul><ul><li>Can I say what I do in 15 seconds or less? </li></ul><ul><li>Who/what is my target audience for these services? </li></ul>Fido rehearsing his elevator speech
  12. 13. <ul><li>Who you are—positioning </li></ul><ul><li>Measurable goals—revenue, other </li></ul><ul><li>Tactics—how you plan to achieve goals </li></ul><ul><li>Timeline </li></ul><ul><li>Accountability </li></ul><ul><li>Budget </li></ul><ul><li>Performance against goals </li></ul>
  13. 14. <ul><li>Advertising </li></ul><ul><li>Legal blog </li></ul><ul><li>Web site </li></ul><ul><li>Social media </li></ul><ul><li>Articles/publishing </li></ul><ul><li>Media relations: press releases, media comments </li></ul><ul><li>Public speaking </li></ul><ul><li>Rankings </li></ul><ul><li>Cause-related marketing </li></ul><ul><li>Event marketing </li></ul><ul><li>Networking: Bar and industry events, breakfast clubs, boards </li></ul>
  14. 15. <ul><li>Individual attorney business development </li></ul><ul><li>Overall marketing </li></ul><ul><li>Legal marketing </li></ul>
  15. 16. Implement Your Plan
  16. 20. Client Testimonial
  17. 26. Corporate Concepts That Work
  18. 27. Customer Relationship Management (CRM)
  19. 28. The Case for CRM <ul><li>Develops better communication channels </li></ul><ul><li>Collects vital data, like customer details and order histories </li></ul><ul><li>Creates detailed profiles such as client preferences </li></ul><ul><li>Delivers instant, firm-wide access to customer histories </li></ul><ul><li>Tracks referrals </li></ul>
  20. 29. The Sales Cycle <ul><li>Understanding of sales cycle: </li></ul><ul><ul><li>Prospecting </li></ul></ul><ul><ul><li>Original contact </li></ul></ul><ul><ul><li>Qualification </li></ul></ul><ul><ul><li>Presentation </li></ul></ul><ul><ul><li>Addressing concerns </li></ul></ul><ul><ul><li>Closing the sale (ABC) </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Sometimes takes 5 – 7 hits </li></ul></ul>
  21. 30. <ul><li>The 6 P’s: </li></ul><ul><li>Publishing </li></ul><ul><li>Posting </li></ul><ul><li>Publicizing </li></ul><ul><li>Pontificating </li></ul><ul><li>Partnering </li></ul><ul><li>Profiling </li></ul><ul><li>Kirsten Dixon: www.reachcc.com </li></ul>
  22. 32. <ul><li>According to Nielsen Online, top sites: </li></ul><ul><li>MySpace.com: 100 million audience members </li></ul><ul><li>Facebook: 90 million </li></ul><ul><li>Classmates Online: 40 million </li></ul><ul><li>LinkedIn: 14 million </li></ul><ul><li>Twitter: 5 million and growing </li></ul>
  23. 33. <ul><li>Increases your visibility </li></ul><ul><li>Improves your connectability </li></ul><ul><li>Improves your Google Page Rank </li></ul><ul><li>Enhances your search engine results </li></ul><ul><li>Increases the relevancy of your job search </li></ul><ul><li>Makes interviews and meetings go more smoothly </li></ul><ul><li>Gauges the health of companies and industries </li></ul><ul><li>Gives options to ask for advice </li></ul><ul><li>www.linkedintelligence.com </li></ul>
  24. 34. <ul><li>90 million users </li></ul><ul><li>An average of 250,000 new registrations per day since Jan. 2007 </li></ul><ul><li>Active users doubling every 6 months </li></ul><ul><li>Create a polished profile </li></ul><ul><li>Join networks and groups </li></ul><ul><li>Create groups </li></ul><ul><li>Post links to your work </li></ul><ul><li>Interact with others </li></ul><ul><li>Extend relationships outside of Facebook </li></ul>
  25. 36. How Twitter Can Help Lawyers <ul><li>Follow leaders in the legal field </li></ul><ul><li>Do your own research </li></ul><ul><li>Get breaking news </li></ul><ul><li>Follow legal industry trends </li></ul><ul><li>Get noticed </li></ul><ul><li>Use as an RSS reader </li></ul><ul><li>Water cooler </li></ul><ul><li>Grant Griffith: www.blogforprofit.com </li></ul><ul><li>Also: www.nylawblog.typepad.com/Legal_Tweets </li></ul>
  26. 37. <ul><li>User-generated video captured 22 billion page views in 2007 </li></ul><ul><li>Over seven out of 10 adult US Internet users surveyed in recent survey view online videos </li></ul><ul><li>14% of visitors are age 30-49 </li></ul><ul><li>35% had a household income of $50,000 or greater </li></ul><ul><li>Good client testimonial venue </li></ul><ul><li>Must be professionally done </li></ul>
  27. 38. <ul><li>RSS: Really Simple Syndication </li></ul><ul><li>Think “Associated Press” </li></ul><ul><li>Subscribe to content </li></ul><ul><li>Receive updates </li></ul>
  28. 39. <ul><li>Blog = web log </li></ul><ul><li>Type of web site </li></ul><ul><li>Simple to add content </li></ul><ul><li>Chronological entries </li></ul><ul><li>Search engine powerhouse </li></ul><ul><li>www.typepad.com </li></ul><ul><li>www.blawg.com </li></ul>
  29. 42. <ul><li>Events </li></ul><ul><li>CLEs </li></ul><ul><li>Web Seminars </li></ul><ul><li>Podcasts </li></ul><ul><li>More </li></ul><ul><li>Prioritize based on your business goals, target audience and time available </li></ul>
  30. 43. <ul><li>The handwritten note </li></ul><ul><li>The follow-up email of information </li></ul><ul><li>The unsolicited bit of help </li></ul><ul><li>REAL networking </li></ul><ul><ul><li>(connecting people for their mutual benefit) </li></ul></ul><ul><li>Staying connected : Marketing is a contact sport! </li></ul>
  31. 44. Remember to Measure Success
  32. 45. <ul><li>Craft a plan </li></ul><ul><li>Set your goals </li></ul><ul><li>Choose tactics based on goals, time and budget </li></ul><ul><li>Use a timeline </li></ul><ul><li>Be accountable for implementation </li></ul><ul><li>Stay up on technology </li></ul><ul><li>Measure success </li></ul><ul><li>Remember it’s about RELATIONSHIPS! </li></ul>
  33. 46. www.marketingprofs.com www.webmarketcentral.blogspot.com www.marketingtoday.blogspot.com www.ama.org Laura Gibson [email_address] Advertising Review Committee www.texasbar.com/adreview
  34. 47. <ul><li>MaryJane Mudd </li></ul><ul><li>[email_address] </li></ul><ul><li>www.fulltiltcommunications.com </li></ul><ul><li>www.twitter.com/MJMudd </li></ul><ul><li>www.linkedin.com/in/fulltilt </li></ul><ul><li>Work: (281) 589-2256 </li></ul><ul><li>Cell: (713) 562-2954 </li></ul>

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