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2007 Leigh Dance
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(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Cutting Edge Marketing
Strategies of US Firms
What’s Hot & What’s Not
Leigh Dance
ELD Project Marketing Int’l, Inc.
PSMG London - 10 Nov. 1999
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Today’s Talk
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•
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Branding
Sales Training
Sales Coaching
Client
Competitions
• Proposal Prep
• Collateral
• Electronic
media
• Targeting
• Database
marketing
• Advertising
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Elements of Success Today:
• More creative and aggressive marketing
• Client feedback and client research
• More direct/intimate messages and
delivery methods
• Measurement of results
• 2-step focus: marketing then sales
• Find something unique. Clue: it has
nothing to do with how smart the
professionals(c)1999,
are ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Branding - Today’s Buzzword:
•
•
•
•
Everyone talks, few do it well
Need help from experts
Start by branding the firm
Taglines - help identify what you stand
for
• Examples:
Womble Carlyle; Fenwick & West;
Goodman &(c)1999,
Carr
; Crosslin, Slaten &
ELD Project Marketing Int'l,
Inc. - Leigh Dance O’Connor
Branding - Today’s Buzzword:
WOMBLE CARLYLE:
• A bulldog named Winston - huge hit
• Winston playing Twister, eating ice cream
• www.wcsr.com - Winston wanders around
barking
• Brochure: “Come. Stay.” Photos of lawyers
with their friends-- their real dogs. Puns
abound
• Lawyers look like real people, fun. All
(c)1999, ELD Project Marketing Int'l,
Inc. - Leighattention.
Dance communications draw
Branding - Today’s Buzzword:
FENWICK & WEST:
• Carefully targeted advertising & industry
sponsorships as well as internet marketing:
firm gained rep as nation’s leading Internet
firm
• 240 lawyers, 59 partners - #171 among firms,
#132 in revenues, #32 in profits per partner
• “Bring more value because we get in in a very
deep way” -- you can hardly tell lawyers apart
from clients --(c)1999,
Clients
pay a premium to use
ELD Project Marketing Int'l,
Inc. - Leigh Dance them
Branding - Today’s Buzzword:
FENWICK & WEST:
• Only law firm ever in Fortune as “100 Best
Places to Work”
• Print advertising has generated cold calls:
“Will you take me public?”
• Regular media stories about their wins for
clients: Smart Money story - Autoweb
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Branding - Today’s Buzzword:
GOODMAN & CARR:
• Sassy, for US audience - HARD WORKING
LAW
You got a problem with that?
• Launched brand at ABA meeting in Toronto
• Limos to meetings, hats and give-aways
• Award-winning advertising that shows results
• Research showed same campaign did NOT
fly in Canada
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Branding - Today’s Buzzword:
Crosslin, Slaten & O’Connor:
• Unique niche representing pest control
industry
• Bug Law: “We are the Bug Lawyers”
brochure
• Ads: “Some lawyers don’t know their ants
from a hole in the ground.” - fantastic client
response
• www.buglaw.com - termite crawling around
opening screen
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Branding - Terrible Taglines:
•
•
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A Business Law Firm
We represent people and companies
A global law firm for the 21st century
New York’s Business Law Firm
Good examples:
Fish & Neave: Leaders in the Law of
Ideas
Shaw Pittman: Where Law, Business and
ELD Project Marketing Int'l,
Technology (c)1999,
converge
Inc. - Leigh Dance -
Sales Training, Sales Coaching
• Not just once in a career, once a year
• Consultative selling skills, listening
skills, non-verbal and verbal
communications
• Ongoing sales coaching
• Sales training often outsourced
• Paul Hastings - Flannery-fueled training
combined with targeted presentation
(c)1999, ELD Project Marketing Int'l,
efforts
Inc. - Leigh Dance -
Client Competitions
• Client loyalty interviews - in person or by
phone
• Double or triple success rate with training and
technology-driven proposal centers designed
to respond quickly and effectively
• Rehearse, rehearse, rehearse
• Ann Lee Gibson: 97% record for getting firms
on short list - up to $40,000 for largest,
toughest proposal responses
• Follow-up post
proposal
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Collateral Materials
• Less fancy brochures, more targeted industry
communications and programs
• Less newsletters, particularly broad topic
ones
• “Our firm is very old. We’re as good as the big firms
only more cost effective… Our firm represents
everyone, from individuals to Fortune 500
companies, in virtually every practice area (long
list)… We do all of them really, really well.”
• Recent informal survey showed that over
80% of lawyers
in a firm hadn’t read their own
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance brochure.
Collateral Materials
• Pillsbury Madison Sutro - map of the
technology corridor in Northern Va. - clever,
memorable, serves a function
‘Tower Club is handing it out to tekkie co.
clientele’
• Haynes & Boone - huge poster to roll out
branding campaign. “Are You Changing?” on
back is firms 10Q report. Fresh and original
‘can’t throw it away, it’s too cool’
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Electronic Media
• Websites: glossy brochures of the 90’s, now
recognized as secondary reference vehicle,
recruiting
• Possible trend to put less on web proprietary info to competitors (attorney bios
to headhunters, etc.)
• Extranets: front end to service integration
vehicles
• Client listservs: particularly for industry
groups
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh
Dance • Brobeck & Latham:
through
Intranet,
Targeting/Database Marketing
• Industry-focus, trade group alliances,
effective sponsorships and joint programs
• Better manage, measure and track marketing
dollars
• key client efforts: focus on top clients, most
productive for tailored initiatives
• relational marketing databases are
widespread, most have web access
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
What’s Hot
• Positioning, Logos, Branding initiatives
• Technology applications that change service
delivery and add client value
• Client satisfaction surveys - not written
• Paranoia about how the world is changing
and reordering, including MDPs and Big 5
• E-mail (pushed) client alerts
• Display advertising-- airports and train
stations
• Client research
before presentations
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
What’s Hot
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•
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Better AV at seminars and presentations
Alumni programs
Shorter, more frequent client communications
More collaboration with other service organizations
Highly targeted, substantive briefings or seminars
Marketing leading clients and prospects back to
websites
“Technology rules. Lawyers need to
demonstrate comfort and conversancy with it,
and need to market using it.”
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
What’s Not So Hot
• Glossy brochures
• Purposeless global firm newsletters - puff
• Seminars “My dad’s got a barn, my mother
makes costumes”
• Law firm infomercials
• Less advertising in charity programs-- higher
expectation of pay-off
• “Quick-copy-shop” approach to marketing
function
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Advertising
• Far more widely used in US than in UK
• Focus on reach and frequency
• Research shows very effective if message
communicates and ad is targeted properly
• Often used to communicate Brand
• … communicate region
• … communicate core practice capability
• Examples
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Best Consultants - Marketing
Ross Fishman - Chicago
Ann Lee Gibson - Southwest
Deborah McMurray - Texas
Norm Rubenstein - Washington, DC
***
Greenfield Belser, Washington, DC
Levick Strategic Communications
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -
Cutting Edge Marketing
Strategies of US Firms
QUESTIONS?
Leigh Dance, ELD International
391 Cobb Road, New York 11976
USA
tel: 001.515.726.5430, fax: 726.5223
email:
[email protected]
(c)1999, ELD Project Marketing Int'l,
Inc. - Leigh Dance -