Marketing Initiatives That Have Legs in the New Economy

Amy L. Knapp, Knapp MarketingOctober 23, 2009

Have Legs?

From Tradingmarkets.com

Gold Rally Has Legs: Mining Industry Leaders Agree

Some believe $1,000 will be the new base for the next major upside movement

Posted:  Tuesday , 22 Sep 2009

From CBS Moneywatch

This Bull Market Has LegsBy Bruce McCain | Jun 1, 2009In my view, the markets are in the early stages of a significant

rally that could last for several months…

Presentation Overview

1. Being Client Centric2. Focusing on Business Development and ROI3. Recycle, Reuse, Repurpose4. Web Innovations

#1 Be Client Centric

• Realize and be empathetic to client pressures• Get and stay up-to-speed on their industry/challenges• Convey your support: Listen, Visit, Help• Proactively provide advice and solutions (non-billable)• Consider free advice an investment in your future

relationship• Client service interviews – conducted by someone

other than relationship partner

Case Study 1.1

AMLAW 200 firm whose big client was Lehman Brothers– First the law firm took a huge hit– MP made firm-wide mandate that helping individuals feel supported

land on their feet was a top priority.– Subsequently, many former Lehman employees landed elsewhere

and brought business to the firm.

Case Study 1.2

Thompson Hine in the late 1920s– Serving the financial industry, MP foresaw crisis and stockpiled

money– After ’29 crash and the deepening recession in ’31, the made the

commitment to work for clients for free and in some cases to lend them money.

– Built great loyalty and upon recovery, the firm retained those clients and gained strength until it is now on the AMLAW 200

#2 Business Development and ROI

• Create Business Development Plans• Coaching and support (mind highly-valued lawyers and

support under-producers)• Scrutinize/Be prepared with ROI on all activities• Cross-Sell

Case Study 2.1

• Mid-sized Midwest firm had solid client base but declining new matters/clients in late ’08, ’09– implemented a training and coaching program for 20

partners and soon to be partners;

– Two-day training and individual coaching– By 4th coaching session, 3 major opportunities closed

(not just individual matters)

Case Study 2.2

The same firm also identified and pursued low-hanging fruit:– Client base study to identify top clients (by volume, length of

relationship, company size and/or marquee value).– Survey relationship attorneys: Could this client use practice areas

other than those they are using now?– ID top 10 cross-selling opportunities and devise tailored strategies

for approaching them.– Add clients with cross-sell opportunities (the appropriate contact) to

receive alerts, newsletters and invitations for the new potential practice areas.

– Realized first success (regional contract) within 4 months.

#3 Recycle, Reuse, Repurpose

• Get the most mileage out of every business development effort

• Support this effort with marketing or staff • Create a repurposing “plan” that spells out the details and

assigns duties to a team of people

Examples You Can Use

Web reprint options for wider distribution:• DRI and bar publications; • JDSupra.com• ABA website e-zines• FindLaw• MyCorporateResource.com• Litilaw.lexbe.com• IP Frontline• Traditionallaborlaw.blogspot.com• Workinglife.org• Calaborlaw.com• Laborandemploymentlawblog.com

Further Repurposing Options

• Client Newsletters & Publications• Client blogs• Blogs that cover your practice area, geographic area,

industry niche• Your own blog (!)• Local business/trade publications (if they print previously

published material)

Case Studies 3.1 & 3.2

Make the most of a presentation

Amy Knapp & this ALA presentation

An on-going ‘expert’ strategy

Attorney Kevin Houchin

(more on this tomorrow morning!)

Amy’s ALA Presentation

1. Post PP on LinkedIn Page and website

2. Publish as article.

3. Post article on my website.

4. Link to the article on email signature

5. Post/link on Linked In Page.

6. Do one blog post per each section (4)

7. Post it on JD Supra and Legal OnRamp

8. Twitter/FB links to the article

9. Offer to guest blog

#4 Web Innovations

• Using available hours to maximize “free” web tools• Social Networking to drive visibility and create relationships• Podcasting, Webinars

Blogs

Facebook

LinkedIn Groups

Twitter

JD Supra

Legal OnRamp

#4 Web Innovations

Free:• Educate thyself• Create Listening Posts for clients, competitors, industry commentators• Beef up what you have: your LinkedIn Page & Contacts• Good profiles: Jeremy Epstein http://bit.ly/l15Nw• Eric Litman http://bit.ly/3eNW00• Go for it: Blog, Tweet, Legal OnRamp, Martindale Online, Facebook • Drive it: Twitter, Facebook, comments, blogger outreach/crosslinking

Not Free:• Podcasts• Webinars

LinkedIn Profile: Jeremy Epstein

Case Studies 4.1, 4.2, 4.3

Tomorrow morning at 8:30 a.m.!