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GENERATIO
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LMA MIDWEST CONFERENCEOCTOBER 23, 2014
H E AT H E R M O R S E | D I R E C T O R O F M A R K E T I N G | H I N S H AW & C U L B E RT S O N L L P
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G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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WHO AM I?
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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GENERATIONS TIMELINE
Silent• 1925-1942• Depression• Cautious
Boomer• 1946-1964• 79 million• Idealism• Experience
GenX• 1965-1982• 51 million• Culture• Entrepreneurial
Millennial• 1985-2000• 75 million• Mobile• Collaborative
Swipe• 2000-present
• Video• Accessible
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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Not retiring
Entitlement
Live for today; don’t have to worry about tomorrow
Individualistic
BOOMERS: WHAT MAKES THEM TICK?
C H A R A C T E R I S T I C B E H AV I O R
“Eat what you kill” mentality Not client-team oriented No sharing of originationShort-term mentality Little-to-no planning
All attorneys treated the same Lock step pay and promotion Resentment between service partners and rainmakers
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
Hoarding business they should be passing down
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Peer-focused
Tolerance for risk
Self-reliant
Independent
GENX: WHAT MAKES THEM TICK?
C H A R A C T E R I S T I C B E H A V I O R
Entrepreneurial Do it themselves Do not ask for assistance
Not necessarily concerned with making partner Prefer candor and honestyAmbitious and willing to try new/different things
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
Collaborative (group pitches, client teams, shared originations)
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BOOMER BACKLOG – AMLAW 100
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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LAWYER DEMOGRAPHICS – AMLAW 200
3 14 88 899
6410
12720
17337
32576
17541
0
5000
10000
15000
20000
25000
30000
35000
20's 40's 50's 60's 70's 80's 90's 00's 10's
Total
Total
ALM Legal Intelligence
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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AMLAW 100 V. CEO V. GC
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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AmLaw 100 Fortune 100 CEO Fortune 100 GC Nasdaq CEO Nasdaq GC
Silent
Leading-Edge Boomer
Trailing-Edge Boomer
GenX
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IN THE WORKPLACE
Ernst & Young Generations Survey
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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PREFERENCES
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
B O O M E R S G E N X
How they process information
• Prefer face-time• Phone• Structured
networking
• Prefer email, voice mail, some social
Purchasing influencers
• Ratings and reviews • Personal referrals• Peer
recommendations
Tailor your message by
• Testimonials• Link messages to
visions, mission, values
• Direct, casual messages
• Utilize multiple platforms
Delivery devices • Smart phones• Tablets
• Smart phones• Tablets• Short videos
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REWARD, RECOGNIZE & ENGAGE
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
S I L E N T
B O O M E R
• Seniority
• “Experience”• Give them opportunities to lead• Rankings matter
G E N X
M I L L E N N I A L S
• Merit vs. seniority• Don’t defer technology• Be flexible in scheduling• Emphasize results over process
• Contribution
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CONCLUSIONS & KEY TAKEAWAYS
• Generations defined not by age but by markers
• Know your firm’s attorneys
• Know your firm’s clients
• Multi-platform communication is key
• Prepare for the change
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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RESOURCES & REFERENCES• Engaging a Multi-Generational Workforce: Practical Advice for Government
Managers, IBM Center for the Business of Government, 2011
• Generational Marketing, Jeanniey Mullen, Founder, YellowBean LLC, former-CMO, Zinio – LMA-LA Continuing Marketing Education Conference, September 2013.
• Generations at Work: A War of Talents, Steelcase Knowledge Paper, January 2009.
• I Would Die 4 U: Why Prince Became an Icon, Touré.
• Rocking the Ages: The Yankelovich Report on Generational Marketing, Ann S. Clurman, J. Walker Smith.
• Talking About Whose Generation? Why Western generational models can’t account for a global workforce, Deloitte.
• The O'Shea Report: Generations at Work- The difference between Baby Boomers and Gen Y (Youtube video)
• Younger managers rise in the ranks, Members of each generation: perceived characteristics, Ernst & Young, 2013.
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
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QUESTIONS?
G E N E RAT I O N A L M A R K E T I N GH E AT H E R M O R S E & J O N AT H A N F I T Z G A R RA L D
Heather MorseDirector of Marketing, Hinshaw & Culbertson LLP213.614.7382HMorse@mail.hinshawlaw.comLegalWaterCoolerBlog.com
Jonathan FitzgarraldChief Marketing Officer, Greenberg Glusker LLP310.785.6864JFitzgarrald@GreenbergGlusker.comBADfortheBRAND.com
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