TIPS FROM THE TRENCHES How to Build and Sustain a Marketing by theslasher

VIEWS: 17 PAGES: 45

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

          John Remsen, Jr.
       President - TheRemsenGroup
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
 FIRST, LET’S
SET THE STAGE
LAWYERS REALLY
 ARE LIKE CATS
 Hate Change
 Hate Risk
 Highly Skeptical
 Love Autonomy
 High Sense of Urgency
 LAW FIRMS TEND TO
RUN LIKE FRATERNITIES
  Value history and culture
  Long-term friendships
  Very democratic governance
CHANGE IS SLOW
 AND GRADUAL
 Keep it simple
 Stay focused
 Pilot programs
 Communicate success
       TEN TIPS
TO BUILD A MARKETING
 AND SALES CULTURE
   COMMITMENT
  FROM THE TOP
 Committed Leadership
 Vision
 Investment in future
 Passionate marketing czar
MAKE IT MATTER
  (I mean, really matter)

 Clear Expectations
    200 hours/year for partners

    100 hours/year for associates

 Criteria for partnership
 Internal communication
MAKE IT MATTER
   (I mean, really matter)
 Marketing plans
    Firm

    Practice group

    Individual attorney

 Monitor, establish accountability
 Reward desired behavior
PUT IT IN WRITING
 Marketing plans and budgets
   Firm

   Practice group

   Individual attorney
 PUT IT IN WRITING
 Proactive approach
 Avoid random, one-time acts
 Eliminate pet projects
 Simple and realistic
 Sharing of information
APPLY SOME STRUCTURE
    Marketing plans
    Marketing meetings
    Monitor activity
    Establish accountability
PROVIDE TRAINING
 AND RESOURCES
 Sales training for lawyers
 Build your marketing library
 Meetings and conferences
    Marketing Partner Forum

    LMA Annual Conference

 LawMarketing listserv
   TALK ABOUT IT
 Marketing meetings
 Retreats
 Reports and new client memos
 Internal newsletter, intranet
 Recognition and rewards
 Media relations
CONDUCT
PRODUCTIVE MEETINGS
PRODUCTIVE MEETINGS
    Meeting agenda
    Meeting notes
    Share information
    Coordinate activities
    Set time and location
    Track attendance
      INVEST THE
   TIME AND MONEY
 Lawyer time
    200 hours/year for partners

 Staff
    One marketer for every 30 lawyers

 Money
    3% of gross revenue
        IT’S ALL
    ABOUT THE CLIENT
 80-90% of next year’s revenue
 They already know you
 Special attention to frequent flyers
 Bar rules and regulations
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
LET’S GET VISUAL
 Branding / firm identity
    Shortened firm name

    Logo and tagline

 Sharp website
 Strong collateral material
 Promotional items
 Templated outbound e-mail
   What’s Wrong
with These Pictures?
How Clients See
  Themselves
    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
HIRE “PEOPLE PEOPLE”
  Acquisitions and lateral hires
  Recruiting program
     Use a personality profile

  Staff
     Some people hate their jobs

     The receptionist
MANAGE LAWYER
 EXPECTATIONS
 Limited numbers of goals
 Stick to the plan
 Invest adequate resources
 Meaningful results take time
     IN REVIEW
 Commitment from the top
 Make it really matter
 Written marketing plans
 Structure
 Training and resources
 Internal communication
        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
TIPS FROM THE TRENCHES
     How to Build and Sustain
a Marketing Culture at Your Law Firm
               presented by

          John Remsen, Jr.
       President - TheRemsenGroup

								
To top