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

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

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Title: Reaching New Markets With Industry Practice Groups Author: John Remsen Last modified by: chad_s Created Date: 2/1/2004 8:42:57 PM Document presentation format – PowerPoint PPT presentation

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


1
TIPS FROM THE TRENCHESHow to Build and Sustain
a Marketing Culture at Your Law Firm
  • presented by
  • John Remsen, Jr.
  • President - TheRemsenGroup

2
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

3
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4
FIRST, LETS SET THE STAGE
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6
LAWYERS REALLY ARE LIKE CATS
  • Hate Change
  • Hate Risk
  • Highly Skeptical
  • Love Autonomy
  • High Sense of Urgency

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8
LAW FIRMS TEND TO RUN LIKE FRATERNITIES
  • Value history and culture
  • Long-term friendships
  • Very democratic governance

9
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10
CHANGE IS SLOW AND GRADUAL
  • Keep it simple
  • Stay focused
  • Pilot programs
  • Communicate success

11
TEN TIPS TO BUILD A MARKETING AND SALES
CULTURE
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13
COMMITMENT FROM THE TOP
  • Committed Leadership
  • Vision
  • Investment in future
  • Passionate marketing czar

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15
MAKE IT MATTER (I mean, really matter)
  • Clear Expectations
  • 200 hours/year for partners
  • 100 hours/year for associates
  • Criteria for partnership
  • Internal communication

16
MAKE IT MATTER (I mean, really matter)
  • Marketing plans
  • Firm
  • Practice group
  • Individual attorney
  • Monitor, establish accountability
  • Reward desired behavior

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18
PUT IT IN WRITING
  • Marketing plans and budgets
  • Firm
  • Practice group
  • Individual attorney

19
PUT IT IN WRITING
  • Proactive approach
  • Avoid random, one-time acts
  • Eliminate pet projects
  • Simple and realistic
  • Sharing of information

20
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21
APPLY SOME STRUCTURE
  • Marketing plans
  • Marketing meetings
  • Monitor activity
  • Establish accountability

22

23
PROVIDE TRAINING AND RESOURCES
  • Sales training for lawyers
  • Build your marketing library
  • Meetings and conferences
  • Marketing Partner Forum
  • LMA Annual Conference
  • LawMarketing listserv

24
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25
TALK ABOUT IT
  • Marketing meetings
  • Retreats
  • Reports and new client memos
  • Internal newsletter, intranet
  • Recognition and rewards
  • Media relations

26
CONDUCT PRODUCTIVE MEETINGS
27
PRODUCTIVE MEETINGS
  • Meeting agenda
  • Meeting notes
  • Share information
  • Coordinate activities
  • Set time and location
  • Track attendance

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29
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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31
ITS ALL ABOUT THE CLIENT
  • 80-90 of next years revenue
  • They already know you
  • Special attention to frequent flyers
  • Bar rules and regulations

32
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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35
LETS GET VISUAL
  • Branding / firm identity
  • Shortened firm name
  • Logo and tagline
  • Sharp website
  • Strong collateral material
  • Promotional items
  • Templated outbound e-mail

36
Whats Wrong with These Pictures?
37
How Clients See Themselves
38
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

39
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40
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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42
MANAGE LAWYER EXPECTATIONS
  • Limited numbers of goals
  • Stick to the plan
  • Invest adequate resources
  • Meaningful results take time

43
IN REVIEW
  • Commitment from the top
  • Make it really matter
  • Written marketing plans
  • Structure
  • Training and resources
  • Internal communication

44
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

45
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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