|What's Working in Law Firm Marketing
Terri Pepper Gavulic of Hildebrandt International offered DVLFMG members her insight into what's working in legal marketing at our September 27 meeting.
- The better job you do at aligning services/marketing message with what clients want, the better job you do at being a change agent.
- The firm’s strategic plan should drive the marketing plan and the various marketing initiatives.
- Marketers need to maintain "a seat at the table," but they need factual information to do this. Don’t be afraid to ask the attorneys/firm management for information.
- Client trends:
- More conscious of the bottom line, especially for legal matters
- Companies are responding to an over-abundance of attorneys and many are engaging in consolidation programs. Legal service bidding programs and RFPs are here to stay.
- Companies are increasingly sophisticated about buying and tracking legal services and fees.
- Clients recognize that all legal matters aren’t "bet the company" matters, and as a result, they’re segmenting their legal services and the values they place on those services.
- The single greatest disconnect is in pricing. As marketers, need to offer creative pricing strategies.
- Push for marketing training for all attorneys in the firm
- Pay attention to significant in-house changes at top clients. It is better to get out and meet the new people sooner rather than later.
- Strategies for success:
- Have a good system in place for responding to new business competitions
- Have a mechanism for getting input from clients. Terri recommends a three-pronged approach to client surveys, in which surveys are conducted by firm leadership, the relationship partner and a third party.
- Develop a good list of appropriate business development targets
- Segment your marketing staff smartly. More emphasis is being placed on business development/client service professionals, as opposed to promotions people.
- The top marketing people in firms aren’t doing marketing, but are focusing instead on being change agents and team builders. Leadership skills are a must.
- How to demonstrate creditability to attorneys, or that you "get it"
- Suggest different strategies or approaches
- Challenge the attorneys; don’t be a "yes person"
- Be a thought leader; use consulting techniques; do lunch programs
- Spend face time with the lawyers
- Develop one minute marketing tips
- Develop and send out case studies, scorecards and success stories
- Track and follow up on projects
Written by Martha J. Hess
|Business Development Manager (Hybrid)
This position can be located in Atlanta, Baltimore, Minneapolis, Philadelphia, Phoenix, Salt Lake City, or Washington, DC and will be a hybrid work arrangement with 3 days in the office per week.
Ballard Spahr LLP