News
Marketing
Jun. 20, 2002
Keep Those Marketing Balloons in the Air
Dicta Column - By Barbara Lewis and Dan Otto - Attorneys use a variety of methods for business development, which include relationship and reputation marketing. Relationship marketing is developing a rapport with your clients, referral sources and potential clients. Reputation marketing consists of activities that may increase your profile in the business community such as articles, speeches, seminars and other public relations events.
Dicta Column
By Barbara Lewis and Dan Otto
Attorneys use a variety of methods for business development, which include relationship and reputation marketing. Relationship marketing is developing a rapport with your clients, referral sources and potential clients. Reputation marketing consists of activities that may increase your profile in the business community such as articles, speeches, seminars and other public relations events. Both of these types of marketing can be used better by lawyers on a day-to-day basis.
Many attorneys mistakenly believe that their marketing ends with the conclusion of a marketing event. However, to optimize business development, attorneys need to complete additional steps to obtain the full return on their marketing dollar and time investment.
Here are ways in which attorneys can capitalize on their marketing activities.
• Articles. Lawyers always should obtain reprint permission and send the article to clients, prospective clients and referral sources. Reprints also should be included in reception-area portfolios and on their Web site. They should try to get permission to link their Web site to the publication's Web site and be sure to include a copy of the article in firm handout and other marketing materials.
• Speeches. Lawyers giving speeches should be sure to invite clients, prospective clients and referral sources. Don't forget to include your contact information in all handout materials.
Offer additional information for audience members who give the attorney their contact information and send them follow-up information such as newsletters, seminar invitations or other announcements which include your contact information.
• Receiving an award? Invite interested clients and others to the event, and send out a news release to relevant publications. Take photos at the event, and send the photo and a news release to publications. Include award description in the firm newsletter.
• Going to lunch with a prospective client? Don't go without thoroughly researching the prospect's business and asking your colleagues whether they know anything about the prospect. Prepare an agenda beforehand, and at the lunch, find personal areas in common, and ask questions about the prospect's business. Back at the office, add his or her contact information to your database for future mailings. Follow up periodically.
• Analyze effectiveness of marketing events. Most attorneys don't know who refers clients or what marketing events culminated in clients. Yet this information is critical in developing future marketing efforts.
Suppose an attorney reviews the data twice a year and realizes that speaking at a specific conference generates several prospects each year and at least one client. This conference has a good return on the marketing dollar. On the other hand, attorneys may determine that other speaking engagements never yields clients even after many years. Seriously reconsider attending the latter events.
Barbara Lewis and Dan Otto are co-founders of Centurion Consulting Group in Los Angeles, which assists firms with business planning, finance, operations and marketing. They can be reached at www.centurionconsultinglaw.com.
By Barbara Lewis and Dan Otto
Attorneys use a variety of methods for business development, which include relationship and reputation marketing. Relationship marketing is developing a rapport with your clients, referral sources and potential clients. Reputation marketing consists of activities that may increase your profile in the business community such as articles, speeches, seminars and other public relations events. Both of these types of marketing can be used better by lawyers on a day-to-day basis.
Many attorneys mistakenly believe that their marketing ends with the conclusion of a marketing event. However, to optimize business development, attorneys need to complete additional steps to obtain the full return on their marketing dollar and time investment.
Here are ways in which attorneys can capitalize on their marketing activities.
• Articles. Lawyers always should obtain reprint permission and send the article to clients, prospective clients and referral sources. Reprints also should be included in reception-area portfolios and on their Web site. They should try to get permission to link their Web site to the publication's Web site and be sure to include a copy of the article in firm handout and other marketing materials.
• Speeches. Lawyers giving speeches should be sure to invite clients, prospective clients and referral sources. Don't forget to include your contact information in all handout materials.
Offer additional information for audience members who give the attorney their contact information and send them follow-up information such as newsletters, seminar invitations or other announcements which include your contact information.
• Receiving an award? Invite interested clients and others to the event, and send out a news release to relevant publications. Take photos at the event, and send the photo and a news release to publications. Include award description in the firm newsletter.
• Going to lunch with a prospective client? Don't go without thoroughly researching the prospect's business and asking your colleagues whether they know anything about the prospect. Prepare an agenda beforehand, and at the lunch, find personal areas in common, and ask questions about the prospect's business. Back at the office, add his or her contact information to your database for future mailings. Follow up periodically.
• Analyze effectiveness of marketing events. Most attorneys don't know who refers clients or what marketing events culminated in clients. Yet this information is critical in developing future marketing efforts.
Suppose an attorney reviews the data twice a year and realizes that speaking at a specific conference generates several prospects each year and at least one client. This conference has a good return on the marketing dollar. On the other hand, attorneys may determine that other speaking engagements never yields clients even after many years. Seriously reconsider attending the latter events.
Barbara Lewis and Dan Otto are co-founders of Centurion Consulting Group in Los Angeles, which assists firms with business planning, finance, operations and marketing. They can be reached at www.centurionconsultinglaw.com.
#337305
Columnist
Daily Journal Staff Writer
For reprint rights or to order a copy of your photo:
Email
Jeremy_Ellis@dailyjournal.com
for prices.
Direct dial: 213-229-5424
Send a letter to the editor:
Email: letters@dailyjournal.com