Ross Fishman litigation and trial lawyer association presentations brochure

Copyright © 2012 Fishman Marketing, Inc. All rights reserved.

Ross Fishman, CEO | Fishman Marketing, Inc. | +1 847.432.3546 | [email protected]: RossFishman.com • LinkedIn.com/in/rossfishman • Google.com/profiles/rossfishman123 • Twitter.com/rossfishman

www.fishmanmarketing.com

MARKETING TRAINING

FOR LITIGATORS, BY A LITIGATOR.

Marketing TrainingKeynotes

CLERetreats

Ross Fishman, JD

INTEGRATED MARKETINGFOR LITIGATORS

In this tough economy, it’s not a question of which marketing tool works best, it’s how to blend them all together to achieve specific, mea-surable revenue goals.

Fishman Marketing’s unique methodology ensures the success-ful creation and implementation of dedicated marketing campaigns, business-development strategies, and branding initiatives for litigators. Through this rigorous approach, digital/online and social-marketing strategies are tightly in-tegrated with traditional marketing and PR to achieve specific business objectives.

This cutting-edge presentation will show how traditional and new-media platforms can work together to deliver solid, measurable, and cost-effective results, quickly.

FROM LINKEDIN TO LINK-BUILDING:

It’s the hottest subject in law marketing, but few seem to know what it all means or how the pieces fit together.

Do law firms need Facebook pages? Is SEO smoke-and-mirrors or a powerful new-economy strategy? Does “traffic” really lead to revenue? What types of firms should care about Google searches? In this hot presentation, Ross discusses these topics and more, from SEO link-building to eye-tracking website research. Built off of ac-tual law firm case studies, and the latest B2C and B2B research, Ross will identify which components are necessary, and how to use the latest tools and technology to market a litiga-tion boutique or practice.

MARKETING ETHICS INAN ONLINE WORLD (CLE)

Do CEOs really need protection from a law firm’s Facebook page? Is a blog ethically different than a website? What’s the problem with

“Friending” a prospect or seeking a LinkedIn “Recommendation?” Can you bid on your competitor’s name in Google AdWords? What types of texts or Tweets are trouble?

What is the ONE question you must ask to de-termine whether your communication is sub-ject to the ethics rules?

The rules change as quickly as the technol-ogy. When the rules are vague and the risks are high, how can firms comply as new marketing tools evolve and subjective interpretations vary by state? This fast-paced presentation will help attendees understand the rules, to ensure your marketing efforts are both effective and ethical.

SOCIAL, DIGITAL & ONLINE MARKETING

DYNAMIC PROGRAMS FOR TRIAL LAWYERS


LITIGATORS MUST BE THE BRAND Lawyers invented Social Marketing it’s simply developing trusted, personal relationships, and social platforms are additional tools to accelerate and extend your reach. However, new rules of engagement apply, and when appropriately executed yield impressive, sustain-able results.

Before becoming “social” you must first become user-friendly, and this presentation will give you the Top 10 Dos and Don’ts. Social marketing is not about having a Facebook page, it’s about developing and managing your brand.

If you are confused about social strategies, this fun and fast-paced presentation will show you how best to use online tools to leapfrog your competition.

CREATIVE DIFFERENTIATION FOR LITIGATORSA marketing program should help you stand out, and create or enhance the relationships that bring in business. It must execute a dynamic strategy. Sadly, too many firms proclaim the same message: “We’re really smart!” In a fun, fast-paced, and visually stunning hour, Ross will show attendees how to develop their own unique message and strategy, blasting through dozens of differentiated messages and over 100 real-life examples of the best (and worst) professional-services firm and automotive marketing. You will leave energized, educated, and entertained, with a clear understanding of exactly how to differentiate your litigation firm or trial practice.

This entertaining and educational program has repeatedly been referred to as “the best marketing program ever,” by managing and marketing partners worldwide. You won’t want to miss this.

YOUR MARKETING GOAL SHOULD BE “DOMINATE A TARGET MARKET” How much more money would you earn if you were known as the most knowledgeable litigator in a particular industry? How much more revenue would your firm generate if you thoroughly dominated a specific practice area or industry?

Great marketing can help a litigator, practice, office, or firm dominate its chosen market(s), and quickly. It’s easier than you think, but it requires a clear strategy, aggressive marketing, thorough training, and ongoing coaching and support.

There’s a simple formula for radical success that few firms follow. But it’s one any firm can do, once they’re ready to be great. This proven technique works for firms of any size and prac-tice mix. This entertaining and educational presentation will show how, using 100 powerful visuals and examples of a wide range of firms.

POPULAR PROGRAMS

THE HISTORY OF LAW MARKETING ETHICS (CLE) Ethics programs don’t have to be boring. Here’s the 250-year history of the best (and worst) examples of law firm marketing. In the 1700s, lawyers who wanted to broadcast their trial victories minted their own money. Everyone knows Abe Lincoln advertised, but did you know he also gave marketing seminars and charged a quarter?

Since then, the pace of change has accelerated as new tools have evolved and aggressive lawyers have pushed the envelope – until it occasionally ripped. Business cards attached to funeral wreaths. Firms mailing prospects realistic hand grenades or using 1(800) PITBULL. Even lawyers in lingerie. This entertaining presentation will detail the history of marketing ethics, including discussing the most important Supreme Court cases.

Some of the world’s most potent forces are

also the most concentrated. While some say

there is safety in numbers, we say a small

but mighty force can move mountains.

And we prove it every day, on some of the

most sophisticated legal issues around. Get

to know Novack and Macey and see the

practice of law at its highest concentration.

Small but Mighty.SM

Sophisticated Business and Commercial Litigation

The pea-sized Tepín Pepper is the hottest

in the world.

100 N. Riverside Plaza

Chicago, IL 60606-1501

T: 312.419.6900

[email protected]

www.novackmacey.com

NovackMacey_LawDay2009.indd 2 4/6/09 3:03:19 PM

IT’S NOT “MARKETING VS. BUSINESS DEVELOPMENT” — IT’S ABOUT STRATEGYWhen the economy began declining, law firms frantically discarded Marketing in favor of sales-oriented activities, called “Business Development.”

Marketing should develop a strategy that directly supports the firm’s rainmakers. Marketing is the blueprint that shortens the sales cycle, gets everyone working together, and helps them bring in more business more quickly. Without it, it’s like giving everyone a hammer, but not a blueprint. You get lots of frantic activity, not a great building.

When Marketing and Business Development teams work together correctly, it’s an unstoppable combination. This visually powerful presentation will show precisely how litigators can accomplish that goal.

Advertising for Litigators, Tips & Techniques

Associate-Marketing Tools - By Year of Practice

Associate-Marketing Training - Developing a Plan

Blogs & Online Marketing Tools

Boutique or Specialty Law Firm Marketing

Branding, Positioning & Differentiation

Business-Development Skills for Litigators

Client Roundtables (organizer/moderator)

Client Service & Client Retention

Creativity & Innovation for Law Firms

Ethics & CLE

Facebook, LinkedIn & Google Tools

Generational Issues in Law Firms

History of Law Marketing & Ethics

Keynotes & After-Dinner Presentations

LinkedIn & Social Media for Lawyers

Litigators - Marketing a Litigation Practice

Marketing 101 - the Fundamentals

Marketing Audits:Is your firm doing the right things?

Marketing in a Recessionary Economy

Marketing Plans for Individuals or Practice Groups

Media Roundtable or Panel (Organizer & Moderator)

Networking Training with Hands-On Practice

Niche & Industry Marketing

Personal Injury Law Firm Marketing

Practice Group Marketing

Public Relations Basics - Tips & Techniques

Recruiting - Attracting Top Laterals & Law Students

Sales Training - Turning Contacts into Clients

SEO & Digital Marketing

Small-Firm Marketing

Social Media & Web 2.0 for Litigators

Strategic Marketing Plans

Websites - the Latest Tips, Trends & Techniques

Working a Room

CLIENT RETENTION AND CROSS-SELLING FOR LITIGATORS Cross-selling – selling additional services to existing clients – can be a powerful tool, leading to significantly increased additional revenue and client retention. However, most firms fail in the actual execution, finding that it’s much more difficult than they’d envi-sioned. There are a wide range of internal obstacles that must be overcome, including com-pensation structures, sharing, trust, inadequate information, portability, and others.

This presentation explores the strategies employed by the largest accounting and manage-ment-consulting firms, and shows how they can be adapted to the challenging law firm environment.


“That was the single best marketing presentation I’ve ever seen!”

Art Bernstein, Executive Director, Hopkins & CarleyMember, ALA National Conference Committee

ROSS FISHMAN, J.D.ADDITIONAL PRESENTATIONS



Ross Fishman, CEOFishman Marketing, Inc.+1 [email protected]

Called “one of the country’s leading experts on law firm marketing” by Lawyers Weekly USA, Ross is known as one of the legal profession’s most innovative marketers and strategists. As CEO of Fishman Marketing, Inc., he helps law firms in marketing planning; website development; branding

and differentiation; SEO and online marketing; and the development of cutting-edge ads and other marketing materials.

Ross was a commercial litigator before moving to 500-attorney Winston & Strawn to practice marketing full-time. He later became Marketing Partner of Ungaretti & Harris.

Known for his “educational and entertaining” presentation style, he has conducted more than 250 firm retreats and training programs on five continents, from Tobago to Thailand — including once presenting on three continents within 24 hours.

Ross has been quoted hundreds of times from the New Zealand Lawyer to National Public Radio’s “All Things Considered.” He keynoted a series of marketing programs at an Asian Productivity Organization conference in Bangkok to a group of United Nations government ministers.

An active LMA member since 1990, Ross was the 1998 Vice President, and chairman and moderator of seven consecutive

national day-long QuickStart programs, after which LMA leadership asked Ross to create and host its first full-day program exclusively for lawyers, called “Just JDs.” He has also been hired as the expert witness in two highly publicized branding- and Google-related lawsuits, and created a 20-part video series for West LegalEdCenter, entitled “Beyond the Bar.”

Called “the creative mind behind a host of law firm campaigns that have redefined the field” (San Jose Business Journal), Fishman Marketing has launched effective campaigns for over 100 firms from Indiana to Istanbul and has worked with many of the nation’s largest firms and global networks.

FM campaigns have received the 3,500-member LMA’s grand prize, the optional Best of Show award five of the nine times ever presented. FM campaigns also received one of Inc. magazine’s ten Marketing Masters awards for “brilliant and successful” marketing campaigns. Recipient of a peer-selected LMA 1998 Lifetime

Achievement Award, Ross was the first person inducted into the LMA’s Hall of Fame.

A Fellow of the College of Law Practice Management, Ross has written 250 bylined articles, including five monthly columns, and has sat on the editorial board of five national magazines.

A 1986 member of the federal Trial Bar (N.D. Ill), he received a B.A. in Speech Communications, cum laude, from the University of Illinois, and his J.D. from Emory Law School.

“Ross has a stronger sense of what will create ‘buzz’ than anyone else in the market.”

Rick Klau, Google, Inc.

ROSS FISHMAN, J.D.ROSS FISHMAN, J.D.

For more information:

Blog: RossFishman.comLinkedIn.com/in/rossfishmanGoogle.com/profiles/rossfishman123Twitter.com/rossfishman

ROSS FISHMAN, J.D.FOR MORE INFORMATION


Ross Fishman, CEO | Fishman Marketing, Inc. | +1 847.432.3546 | [email protected]: RossFishman.com • LinkedIn.com/in/rossfishman • Google.com/profiles/rossfishman123 • Twitter.com/rossfishman


Substantive and entertaining… the highest ratings ever!

Andrea Hodges, Director of Marketing Alschuler Grossman

Common-sense approach … rave reviews

from a tough audience… Extraordinary ability to connect with attorneys… a “perfect 10.”

Janis Nordstrom, Chief Marketing OfficerAkerman

The highlight of our retreat… entertaining, with solid, practical advice.

Dick Walleshauser, Marketing DirectorChamberlain Hrdlicka, Atlanta

A creative genius…

Funny, insightful, brutally honest. The best presentation I’ve ever seen…

Mark Beese, Chief Marketing OfficerHolland & Hart, Denver

Outstanding … gave all the answers… excellent.

Lynn Tellefsen, Director of Marketing Cahill Gordon, New York

A mind-opening speaker…

rousing applause... Do yourself a huge favor and hire Ross.

Ernest Svenson, Marketing PartnerGordon Arata, New Orleans

Practical information you can put into action immediately. The best and most useful

presentation of the 3-day conference.Attorneys excitedly engaged…

raised the bar… made the committee look good…

Amy Smith-Pike, Marketing DirectorDurretteBradshaw, Richmond, VA

Inspiring. The best program of the three-day conference.

Ève Laurier, ConseillèreMarketing et développement des affaires

RSM Richter CPAs, Montreal

Turned skeptics into believers… Amazing. Made a dry subject fun…

extremely positive feedback. The EC chair called it the “best program

he’d ever attended.”Pamela McCarthy, Marketing Director

Klehr Harrison, Philadelphia

Rich content, masterful timing and humor… a master storyteller and gifted marketer… Ross makes the complex simple, and gets

through to lawyers like few others can.Russell Lawson, CMO

Sands Anderson, Richmond, VA

A “Eureka” experience…When you stop laughing, you realize

how much Ross has enhanced your firm.Michael S. Meisel, Marketing Partner

Cole Schotz, New York

A great program… dynamic and energetic… filled with valuable information…

witty and insightful… a lasting impression.

George J. Harnett, Managing PartnerWhite and Williams, Philadelphia

One of my all-time favorite speakers…

A compelling message, delivered entertainingly and energetically… Makes marketing fun.

Nancy Villano, CMOChapman and Cutler, Chicago

The most rewarding part of our conference … a huge success.

Branville McCartney, Managing PartnerHalsbury Chambers, Nassau, Bahamas

SPEAKER TESTIMONIALS


Fantastic… Educational and had everyone rolling in the aisles… Nothing but favorable

comments. Propelled us forward…Thomas E. Kane, Director of Marketing

Carlton Fields, Tampa

A rousing success … everyone LOVED you! …

Great feedback, positive comments… Humor mixed with practical tips!

Robin Nolan, Marketing DirectorWhite and Williams, Philadelphia

One of the most interesting, enjoyable and applicable presentations I have ever

attended… Informative, funny and dynamic.Heather Thatcher, Marketing DirectorHart, King & Coldren, Costa Mesa, CA

… Energized and filled with new ideas… a great day - fun, yet practical and informative.

Diane D. Carty, Chief Operating OfficerMinden Gross, Toronto

Unique solutions… practical and driving results... Humor, creativity and real life

stories… Credible… speaks from experience. Tanna Moore, President and CEO, Meritas

Excellent… superb... insightful, direct, and practical…

balancing substance and good humor. Herbert Pinchuk, Senior Partner

Robinson Sheppard Shapiro, Montreal

Practical and motivating. Skeptical partners were glad

Ross ran the show.Cliff Goldstein, Managing Partner

Chartwell Law Offices, Philadelphia

Excellent … Concrete ideas…

nothing but positive comments. Laura Sandifer, Office Administrator

Carr Maloney, Washington DC

Wow! Great presentation… Pure genius…

We were blown away. Ross has a gift.

Gina Garapolo, Office ManagerStahl Cowen, Chicago

Smart, funny, a great presenter… Practical and focused on results…

firms can track success straight to the bottom line.

Lance Godard, 2010 Program Chair, LMA OhioThe Godard Group, Cleveland

*Job titles reflect the positions held when quoted.

SPEAKER TESTIMONIALS