TIPS FROM THE TRENCHES How to Build and Sustain a Marketing Culture at Your Law Firm

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TIPS FROM THE TRENCHESHow to Build and Sustain
a Marketing Culture at Your Law Firm

• presented by
• John Remsen, Jr.
• President - TheRemsenGroup

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About TheRemsenGroup

• Work exclusively with law firms
• Consulted with over 150 firms since 1997
• Marketing Plans, Firm Retreats
• Client Feedback Programs, Recruiting Staff
• In-house at two large commercial firms
• Frequent speaker and author
• LMA Chapter President, National Board
• ABA Practice Management Section

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FIRST, LETS SET THE STAGE
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LAWYERS REALLY ARE LIKE CATS

• Hate Change
• Hate Risk
• Highly Skeptical
• Love Autonomy
• High Sense of Urgency

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LAW FIRMS TEND TO RUN LIKE FRATERNITIES

• Value history and culture
• Long-term friendships
• Very democratic governance

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CHANGE IS SLOW AND GRADUAL

• Keep it simple
• Stay focused
• Pilot programs
• Communicate success

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TEN TIPS TO BUILD A MARKETING AND SALES
CULTURE
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COMMITMENT FROM THE TOP

• Committed Leadership
• Vision
• Investment in future
• Passionate marketing czar

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MAKE IT MATTER (I mean, really matter)

• Clear Expectations
• 200 hours/year for partners
• 100 hours/year for associates
• Criteria for partnership
• Internal communication

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MAKE IT MATTER (I mean, really matter)

• Marketing plans
• Firm
• Practice group
• Individual attorney
• Monitor, establish accountability
• Reward desired behavior

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PUT IT IN WRITING

• Marketing plans and budgets
• Firm
• Practice group
• Individual attorney

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PUT IT IN WRITING

• Proactive approach
• Avoid random, one-time acts
• Eliminate pet projects
• Simple and realistic
• Sharing of information

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APPLY SOME STRUCTURE

• Marketing plans
• Marketing meetings
• Monitor activity
• Establish accountability

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PROVIDE TRAINING AND RESOURCES

• Sales training for lawyers
• Build your marketing library
• Meetings and conferences
• Marketing Partner Forum
• LMA Annual Conference
• LawMarketing listserv

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TALK ABOUT IT

• Marketing meetings
• Retreats
• Reports and new client memos
• Internal newsletter, intranet
• Recognition and rewards
• Media relations

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CONDUCT PRODUCTIVE MEETINGS
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PRODUCTIVE MEETINGS

• Meeting agenda
• Meeting notes
• Share information
• Coordinate activities
• Set time and location
• Track attendance

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INVEST THE TIME AND MONEY

• Lawyer time
• 200 hours/year for partners
• Staff
• One marketer for every 30 lawyers
• Money
• 3 of gross revenue

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ITS ALL ABOUT THE CLIENT

• 80-90 of next years revenue
• They already know you
• Special attention to frequent flyers
• Bar rules and regulations

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WAYS TO GET CLOSER

• Solicit feedback and act on findings
• Show them that you really do care
• Client events and seminars
• Wine em and dine em
• Invite them into the firm
• Hang out where they do

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LETS GET VISUAL

• Branding / firm identity
• Shortened firm name
• Logo and tagline
• Sharp website
• Strong collateral material
• Promotional items
• Templated outbound e-mail

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Whats Wrong with These Pictures?
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How Clients See Themselves
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SET UP INDUSTRY PRACTICE GROUPS

• Clients want industry expertise
• Focuses resources on target audiences
• Promotes cross-selling within the firm
• Start with a review of your client list
• Set up a pilot project

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HIRE PEOPLE PEOPLE

• Acquisitions and lateral hires
• Recruiting program
• Use a personality profile
• Staff
• Some people hate their jobs
• The receptionist

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MANAGE LAWYER EXPECTATIONS

• Limited numbers of goals
• Stick to the plan
• Invest adequate resources
• Meaningful results take time

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IN REVIEW

• Commitment from the top
• Make it really matter
• Written marketing plans
• Structure
• Training and resources
• Internal communication

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IN REVIEW

• Firm identity
• Get closer to clients
• Invest the time and money
• Industry practice groups
• Hire friendly, outgoing people
• Limited goals, stay the course

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TIPS FROM THE TRENCHESHow to Build and Sustain
a Marketing Culture at Your Law Firm

• presented by
• John Remsen, Jr.
• President - TheRemsenGroup