Right Hat Placemat - PPT

1. Everything Old is
New Again
February 2018

2. 2
Elonide Semmes
President
About Right Hat
• Storytelling
• Adding Value
Right Hat

3. Then and Now
3
• What has changed in the way
we go to market?
- Clients
- Reshaping of the industry—what
clients buy, from whom, and why
- The impact of digital
communications

4. How Do We Know What Clients Want?
4
• Client satisfaction interviews
• Focus groups
• Panels
• RFP instructions
• Pre-pitch Conversations

5. What Don’t Clients Want?
5
• Remember to include everything when creating your budget
• Your website, printed and bound
• Long-form bios for the entire firm
• A “United Colors of Benetton” ad
• Senior bait and switch
• Collateral quantity, not quality
• Self-accolading

6. What Don’t Clients Want?
6
• Use a smartphone
• Hollow claims (“We know your industry . . . .”)
• Time-warped marketing
• An interminable deck
• Reading an interminable deck
• Telling the client what it already knows
• The “Santa Syndrome”

7. The Placemat
7
• Now evaluate the typical law firm pitch . . .
• What if law firms did what other industries and Magic Circle
firms do?
- Got to the point
- Gave the client insight into the working experience
• Remember the old formula for law firm engagement . . .
• The beauty of the placemat
- Why they work for clients and for us
- What constitutes an effective placemat?

8. Elements of an Effective Placemat
8
• Agenda developed with client in advance
• Bios with pictures, contact info, one-
sentence ID
• Relevant recent experience
• Infographics
• Process graphic
• Bespoke information based on nature of
pitch/ assignment

9. 9

10. 10

11. 11

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13. Thank you
righthat.com | @righthat
Elonide Semmes
esemmes@righthat.com
504 475 6030
@esemmes