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