Presented ByMaryJane Muddwww.fulltiltcommunications.comFebruary 4, 2009

The state of affairs What is marketing? Defining, planning, implementing Corporate concepts that work Building an online profile Simple actions that reap rewards Next steps

The State of Affairs

Law Firms and Attorney Layoffs

Ballard Spahr Andrews & Ingersoll Bell Boyd & Lloyd Bingham Mccutchen Blank Rome Brown Rudnick Berlack Israels Buchanan Ingersoll & Rooney Cadwalader, Wickersham & Taft Cahill Gordon Clifford Chance Dechert Dewey & Leboeuf Dickstein Shapiro DLA Piper Drinker Biddle & Reath

Duane Morris Foley Hoag Fragomen, Del Rey, Bernsen & Loewy Freshfields Bruckhaus Deringer Fried, Frank, Harris, Shriver & Jacobson   Heller Ehrman Holland & Knight Howrey Hunton & Williams Jenner & Block Katten Muchin Rosenman Kaye Scholer Kirkland & Ellis

More… Sonnenschein Nath & Rosenthal Squire, Sanders & Dempsey Sutherland Asbill & Brennan Synnestvedt & Lechner Taylor Wessing Thelen Reid Brown Raysman & Stein

er

White & Case Winstead Wolf Block

There Are Still Opportunities

According to BTI:

Demand for counseling and advisory work is surging …The bailout bill is generating $5.2 billion in fees…Proven strategies and tactics can help you take advantage of immediate opportunities in a challenging economy – practice by practice

What Is Marketing?

What Is Marketing?

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”

-The American Marketing Association, October 2007

Marketing

RelationshipsRelationships

More and Better BusinessMore and Better Business

Generates Prospects

Trust, ServiceTrust, Service

Public Relations

Advertising Events

Newsletters Internet

Social MediaWhite papers, artic

les

Rankings

Differentiate Yourself

What do I do? How am I different

than others who do the same thing?

Can I say what I do in 15 seconds or less?

Who/what is my target audience for these services?Fido rehearsing his elevator speech

Who you are—positioning Measurable goals—revenue,

other Tactics—how you plan to

achieve goals Timeline Accountability Budget Performance against goals

Advertising Legal blog Web site Social media Articles/publishing Media relations: press

releases, media comments Public speaking Rankings Cause-related marketing Event marketing Networking: Bar and

industry events, breakfast clubs, boards

Individual attorney business development

Overall marketing

Legal marketing

Implement Your Plan

Client Testimonial

Corporate Concepts That Work

Customer Relationship Management (CRM)

The Case for CRM

Develops better communication channels Collects vital data, like customer details and order

histories Creates detailed profiles such as client preferences Delivers instant, firm-wide access to customer

histories Tracks referrals

The Sales Cycle

Understanding of sales cycle:• Prospecting• Original contact• Qualification• Presentation• Addressing concerns• Closing the sale (ABC)• Referrals• Sometimes takes 5 – 7 hits

The 6 P’s: Publishing Posting Publicizing Pontificating Partnering ProfilingKirsten Dixon: www.reachcc.com

According to Nielsen Online, top sites: MySpace.com: 100 million audience members Facebook: 90 million Classmates Online: 40 million LinkedIn: 14 million Twitter: 5 million and growing

Increases your visibility Improves your

connectability Improves your Google

Page Rank Enhances your search

engine results Increases the relevancy

of your job search

Makes interviews and meetings go more smoothly

Gauges the health of companies and industries

Gives options to ask for advice

www.linkedintelligence.com

90 million users An average of 250,000

new registrations per day since Jan. 2007

Active users doubling every 6 months

Create a polished profile Join networks and

groups Create groups Post links to your work Interact with others Extend relationships

outside of Facebook

How Twitter Can Help Lawyers Follow leaders in the legal field Do your own research Get breaking news Follow legal industry trends Get noticed Use as an RSS reader Water cooler

Grant Griffith: www.blogforprofit.com

Also: www.nylawblog.typepad.com/Legal_Tweets

User-generated video captured 22 billion page views in 2007

Over seven out of 10 adult US Internet users surveyed in recent survey view online videos

14% of visitors are age 30-49 35% had a household income of $50,000 or

greater Good client testimonial venue Must be professionally done

RSS: Really Simple Syndication Think “Associated Press” Subscribe to content Receive updates

Blog = web log Type of web site Simple to add content Chronological entries Search engine powerhouse www.typepad.com www.blawg.com

•Events•CLEs•Web Seminars•Podcasts•More

Prioritize based on your business goals, target audience and time available

The handwritten note

The follow-up email of information

The unsolicited bit of help

REAL networking (connecting people for their mutual benefit)

Staying connected: Marketing is a contact sport!

Remember to Measure Success

Craft a plan Set your goals Choose tactics based on goals, time and budget Use a timeline Be accountable for implementation Stay up on technology Measure success Remember it’s about RELATIONSHIPS!

www.marketingprofs.com

www.webmarketcentral.blogspot.com

www.marketingtoday.blogspot.com

www.ama.org

Laura GibsonLaura Gibsonlgibson@ogwbl.comlgibson@ogwbl.com

Advertising Review CommitteeAdvertising Review Committeewww.texasbar.com/adreviewwww.texasbar.com/adreview

MaryJane MuddMaryJane Muddmjm@fulltiltcomm.commjm@fulltiltcomm.com

www.fulltiltcommunications.comwww.fulltiltcommunications.comwww.twitter.com/MJMuddwww.twitter.com/MJMudd

www.linkedin.com/in/fulltiltwww.linkedin.com/in/fulltilt

Work: (281) 589-2256Work: (281) 589-2256

Cell: (713) 562-2954Cell: (713) 562-2954