You’ve Landed a New Lateral – Now What?

© 2008 Hellerman Baretz Communications

You’ve Landed a New Lateral – Now What?John Hellerman

Legal Marketing Association

March 13, 2008

Los Angeles


The FIGHT is Over Talent Red-Hot Lateral Market (2423 moves in 2007) $600K to integrate lateral w/$1.5 – $2MM Book MPs Spending 60%+ Time On Talent Issues Rankings Growth Slowing Economy Makes Top Talent Valuable

“In a recession you may not hire the junior level person… but you’re certainly going to hire the top-level

person.”

To the Victor…Will Come the Clients


Clients Buy Lawyers

A firm becomes branded by the reputation and performance of its partners over time.

Lawyersare the Product

Law Firms are the Product

Marketers


Lawyers Buy Law Firms

The strong institutional brand you’ve been building???

Use it to attract talent with large portable books of business.

MARKETING

Lawyers

Clients

This is what it’s for!!


“Lateral” Should Mean Up Not SidewaysWHAT DO THEY WANT? Leverage the Platform (You’re the Platform) “More Support” (MORE EVERYTHING) (Everything you have to offer!!)

WHAT DO YOU WANT?Programs that are: Effective at achieving a goal Relevant to ExCom Easy to Manage Easy to Measure


You’ve Landed a New Lateral – Now What?

MARKET THE @#&%! OUT OF THEM!!

Strategic Easy to Measure & Manage Relevant to ExCom Creates Goodwill Attracts Clients Attracts More Laterals


Lateral Integration: The Next Check BoxCreate a bold communications campaign that quickly leverage and impact the 2 Critical, Credentialing R’s:

Reputation & Relationships

BASICS Speaking Bylines Features (Q&A, Profile, Issue) Thought Leader Quotes Best of Lists/Rankings

ADVANCED Super Bios/Q&A Releases Blogs/Custom Publishing Consolidated Marketing

Surveys Roundtables


Lateral Marketing: Sample Timeline

Months 1-3 Months 4-8

Months 9-10 Month 11 Month 12

Finalize PlanningAnnouncement Ad & MediaSuper Bio producedQ&A release distributedTrainingThought Leader Quotes

Byline articles publishedSpeaking gigsFeature Q&AThought Leader Quotes

Roundtable or Survey& Promotion

Transition to next campaign or general marketing

Evaluation and recommendation

Before the Move

IntroductionPreliminary research &Initial planning


Lateral Integration: Reporting Value

A. Measurement Systems• Dollars

• Relationships

B. Marketing the Results• Internal Consumers

• Legal

• Industry


Lateral Integration: Benefits

Winning the war on talent will make you indispensable to Your ExCom

The Results of a Successful Campaign: More Clients More Willing Laterals Happy Partners (!)

You’ve Landed a New Lateral – Now What?

Business

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