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Association of Legal
Administrators,
Valley of the Sun Chapter
October 25, 2016
Presented By:
Katie Bien &
Rachel Fitch with
Jones, Skelton & Hochuli
CLIENT FEEDBACK
-and-
BEST PRACTICES
1
TODAY’S ROADMAP:
1. Marketing vs Business Development
2. What do clients really want?
3. How do we get there? What is available?
4. Firm Resources
5. Bonus Section: Content Marketing
6. What’s Next?
7. Questions
WELCOME!
2
POP QUIZ!
Time to…
RAISE
YOUR
HANDS!
How many lawyers do How many lawyers do How many lawyers do How many lawyers do
you have in your firm?you have in your firm?you have in your firm?you have in your firm?
How many lawyers do How many lawyers do How many lawyers do How many lawyers do
you have in your firm?you have in your firm?you have in your firm?you have in your firm?
Under 10
11 – 30
31 – 75
76 - 125
125 +3
POP QUIZ!
Time to…
RAISE
YOUR
HANDS!
How many people are in your How many people are in your How many people are in your How many people are in your
marketing department?marketing department?marketing department?marketing department?
How many people are in your How many people are in your How many people are in your How many people are in your
marketing department?marketing department?marketing department?marketing department?
5 or more
2-4
1
.5Ha. What Marketing Department?!
4
!!MARKETING IS NOT A
FOUR-LETTER WORD
5
If the circus is coming to town and you paint a sign saying "Circus is coming to Fairgrounds Sunday“… 6
If you put the sign on the back of an elephant and walk him through town… 7
If the elephant walks through the Mayor's flower bed… 8
If you can get the Mayor to laugh about it that's… 9
If you hear Ringling Brothers and you think of elephants, trapeze artists, peanuts, and fun…
instead of carnies, pickpockets, whiny kids and overpriced toys intended to stop said whining… 10
If you planned the whole thing… 11
� MARKETING is about influencing and shaping opinions
and attitudes. Branding. Tactical.
� BUSINESS DEVELOPMENT is about influencing and
encouraging action. Making connections.
� CLIENT DEVELOPMENT is the retention and expansion
of existing clients. Relationships.
Marketing vs
Business Development vs
Client Development
Marketing sets the stage, provides exposure,
but it takes business development and client development
to win new engagements and grow revenue.12
??WHAT DO CLIENTS
REALLY WANT?
Recent Corporate Panel Counsel
(Recording Is On Southwest LMA Website)
Lovitt & Touche
Apol lo Education Group
Honeywel l
APS
13
EXPECT EXCELLENT LEGAL ADVICE� You client hired you because you are the expert
� Outside counsel needs to add value, expertise, and skil ls that are not currently found in house.
EXCELLENT CLIENT SERVICE� Good communication, be proactive
� Approachable, personable, and most important prepared
� One contact person for issues – no runaround
� Don’t forget about associates and staff…they talk to our clients all of the time!
*Most c l i ents…f ind out w hat eac h o f your c l i ents ex pec t !
WHAT CLIENTS* EXPECT
14
� Learn your client’s business
� Google alerts, read their website, subscribe to their
newsletters and blogs
� Send hand written notes, relevant articles
� CE/CLE/Client Visits
CLIENT SERVICE – Ideas!
15
VALUE ADDED BENEFITS AND PROGRAMSOffer something that your client didn’t know he/she need.
Make their l ives easier.
� Technology and software assistance
� Custom Programs (Extranet)
� Resources/documents/templates
� Gifted to them
� Client Surveys and Feedback Programs
*Most c l ients…f ind out what each of your c l ients want!
WHAT CLIENTS* WANT
16
� Diversity of Teams
� Metrics Reporting
� Client internal measurement
� Law firm measurement
� Strategic Partnering
� Legal Project Management
� Legal Lean (a Six Sigma process)
� Alternative Fee Arrangements
� Be open to discussions
WHAT CLIENTS* WANT
WISH LIST &
RANDOM TIDBITS
� Proactive (status letters,
reach out to your client
before they have to reach
out to you)
� Be concise and direct
� Help them make upper
management happy
� Small bil ls
� Short and summarized
conclusions
17
18
??HOW DO WE GET THERE?
WHAT IS AVAILABLE?
19
� Advert is ing /Media Buying
� Branding
� Event P lanning
� Headshots
� Publ ic Relat ions
� RFP Responses
� Pitch Packets
� Rate Proposals
� Budgets
� Business Development
� Market ing /BD P lans
� Coaching
� Press Releases
� Ranking /Awards/Submiss ions
� Newsletters
� Reference Mater ials
� Speaking Engagements/Seminars
� CE/CLE – Attorney Speaking Engagements
� Webinars
� Cl ient Vis i ts
� Cl ient Enterta inment (Sports T ickets , Pub Crawl , Etc)
� Law Al er ts
� Sponsorshi ps
� Cha r i tabl e Contr ibut i ons
� Ca s e A l er t s
� Soc i a l Medi a
� D atabase/CRM
� Webs i te
� SEO
� Content Ma r ket i ng
WHAT DO YOU
GUYS EVEN DO?
Is anyone overwhelmed yet??Is anyone overwhelmed yet??20
� Business Development
Consultant
� Write Marketing Plans
� Holding Lawyers Accountable,
Quarterly Meetings
� Lead Generation Development
And Connections
� Branding Campaigns
� Training Programs
� Matter Metrics
� Marketing Investment ROI and
Metrics
� CRM Selection and
Implementation
� Public Relations And Media
Relations
� Media Crisis Assistance
� Press Conferences
� Email Marketing
� Advertising Print and Design
� Website Design
� Client Extranet
� Search Engine Optimization
� Social Media
� Establish Online Presence And
Ongoing Management
BUILDING THE RIGHT TEAM:
WOULD YOU RATHER RENT OR BUY?
21
REPORTS/STATISTICS� L e ga l M a r ke t i n g A s s o c i a t i o n ( L M A )
� A L M L e ga l I n t e l l i g e n c e
� A l t m a n We i l
� L e x b l o g
� L e ga l B i z D e v
CLIENT/IHC DRIVEN� O f C o u n s e l M a ga z i n e
� A s s o c i a t i o n o f C o r p o rat e C o u n s e l
ARTICLES� L i n ke d I n
� L M A S t ra t e g i e s M a ga z i n e
� I LTA
� T h e M a r ke t i n g G u r u s
� A B A J o u r n a l
� N a t i o n a l L a w Re v i e w
� T h e R a i n m a ke r I n s t i t u t e
� L e x i s & We s t
BLOGS� B lawg 100 - A BA Jo urna l
� Atto rney At Wo rk (Da i l y D i s patch: var io us autho rs )
� The Lega l Waterco oler (Heather Mo rs e)
� Lega l Market ing B lo g (To m Kane)
� J Jo hns o n Execut ive S earch
� 3 Geeks and a Law B lo g (B ro wn, Lambert , S a lazar )
� The Career i s t - V iv ia Chen
� Rea l Law yers Have B lo gs (Kev in O'Keefe)
� A lyn-Weiss & A s s o c iates (B o b Weis s )
� F i s hman Market ing (Ro s s F i s hman)
� Lawer i st
� Lega l Pro fess ion B lo g
� S chmidt Market ing - S a l l y S chmidt
� James B l iwas (@ LeanerLaw)
� A bo ve the Law
LEGAL MARKETING
RESOURCES
22
FIRM RESOURCESAdministration
Accounting
Information Technology
Human Resources
Secretaries & Paralegals
Receptionist/Front Office Staff
Office Services/Hospitality
Intake/Docketing/Conflicts
Managing Partner
Firm Leadership
Rainmakers (Cheerleaders)
23
USING FIRM RESOURCES/
OTHER DEPARTMENTS
� Go-to Department…resourceful
� Interpersonal Relations
� Reporter
� Social Media
� Linked In –Set Up And Train On How To Use Profiles
� Response to Request for Proposal (RFP)
� All hands on deck!
� Technology Forward
� HR/Recruiting: Posting Open Positions
� Conference Room/Branding/Lobby
� Staff Client Service
� Answering Calls/Returning Calls, Typos, Grammar
� Database
24
DRILL DOWN:
CONTENT MARKETING
25
WHAT IS CONTENT
MARKETING, ANYWAY?
� Everyone can and should
be doing it
� Why is it important?
� Where to post
� What is engaging?
WHAT TO FOCUS ON
26
27
??WHAT’S NEXT
TRENDS FOR 2017…
28
What does the future
have in store for us?
� Increased va l ue
i n met r ics
� Hour ly rates &
AFA’s
� Infographi cs
(a v i s ua l s tor y)
� Increased on l i ne
a ct i v i t y a nd
ma ni pulat i on
� Emoj i s for
B us i ness
� Fa cet ime/Skype
meet i ngs
� Fo l low t he
a ccount i ng
i ndustr y
� Some t h i ngs
come fu l l c i rc l e
29
CO
NT
AC
T
INF
OR
MA
TIO
N
Katie B ienKatie B ienKatie B ienKatie B ien
Di r ec to r o f Bus iness Deve lopment & Mar ke t ingD i r ec to r o f Bus iness Deve lopment & Mar ke t ingD i r ec to r o f Bus iness Deve lopment & Mar ke t ingD i r ec to r o f Bus iness Deve lopment & Mar ke t ing
kbien@jshf i rm.comkbien@jshf i rm.comkbien@jshf i rm.comkbien@jshf i rm.com | 602.263.1769| 602.263.1769| 602.263.1769| 602.263.1769
Rachel F i tchRachel F i tchRachel F i tchRachel F i tch
Med ia & Mar ke t ing Spec ia l i s tMed ia & Mar ke t ing Spec ia l i s tMed ia & Mar ke t ing Spec ia l i s tMed ia & Mar ke t ing Spec ia l i s t
r f i tch@jshf irm.comrf i tch@jshf irm.comrf i tch@jshf irm.comrf i tch@jshf irm.com | 602.263.1798| 602.263.1798| 602.263.1798| 602.263.1798
QUESTIONS
30