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