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Welcome to the Delaware Valley Law Firm Marketing Group. Planning is underway for our 2018-19 program year. Please let us know if you have suggestions for program topics and speakers. Contact a member of our Steering Committee with your ideas. Our website features job listings from local firms. Check it regularly for new job opportunities. If your firm would like to host a program, please contact Stacy West Clark. Are you a vendor to the legal community? Want to sponsor one of our our meetings and get your message to 400+ members of the legal marketing community? If so, please contact Stacy West Clark. Thank you for your support!
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What's Working in Law Firm Marketing
09-27-2005

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

Resources

Fueling Performance and Potential Using Talent Analytics
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Technology Across the Law Firm: New ways to expand your reach
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New ABA Model Ethics Rules: What Legal Marketers Need to Know About the Changes to the ABA Model Rules
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Client Feedback: What you don’t know can hurt you!
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Are Your Lawyers Introverts or Extroverts? Marketing Success with Both Types
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Available Jobs
Marketing Director

Business Development Managers - Litigation and Real Estate
Ballard Spahr LLP

Writer/Social Media Strategist
Any Ballard location
Ballard Spahr LLP

Marketing Manager
Philadelphia, PA
Volpe and Koenig, P.C

Regional Events Specialist
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Director of Marketing
Philadelphia, PA
Stradley Ronon LLP

Marketing Coordinator at LISI
work-from-anywhere
Legal Internet Solutions Incorporated (LISI)

Digital Programs Coordinator
Philadelphia, PA
Ballard Spahr LLP

       
 
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