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The Legal Marketing Association provides guidance on marketing, business development and communications within the legal profession.  This article summarizes a presentation by Betsi Roach, executive director of the LMA, on important themes that emerged at the 25th annual LMA Conference held last month.  This except covers recebt developments in LMA policy and operations.  It is part six of a six-part article.  For a link to the entire article, see below.

Roach also updated members and guests on recent developments in LMA policy and operations:

Membership:  The initiation fee for new members has been dropped, dues payment has been switched from joining-date to calendar-year date, and group rates will be available for organizations with multiple members.

Online learning:  The popular “QuickStart” program for new legal marketers, offered as a pre-conference program, will now be offered online as well to benefit younger members with limited travel budgets.  In addition, member participation in LMA educational programs can be tracked via a new online learning portal.

Chapter partnership:  To facilitate chapter operations, LMA will offer a centralized clearing-house for speakers.

Lawyer education:  The successful “Just JDs” program, a popular pre-conference attraction at the last two annual conferences, will be offered as an independent, day-long program for lawyers.  The Midwest Chapter will launch.

SIGS:  LMA has formed shared interest groups in the areas of competitive intelligence, service providers, social media and small firm/solo marketer.

For the entire article:  LMA conference and recent updates

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The Legal Marketing Association provides guidance on marketing, business development and communications within the legal profession.  This article summarizes a presentation by Betsi Roach, executive director of the LMA, on important themes that emerged at the 25th annual LMA Conference held last month, as well as recent LMA developments.  This excerpt covered the fourth of four conference tracks:  Honing your leadership skills.  This ia part five of a six-part article.  For a link to the entire article, see below.

“LMA created this track to focus on the personal leadership skills marketers need to succeed in the legal market,” said Roach.  “The first session discussed how legal marketers can use ongoing client and market research to drive strategy and deliver measurable results.  Research budgets are growing steadily.”

Also strengthening is the predatory character of the legal marketplace.  “Two out of every three law firm CMOs are taking steps to strategically target and actively hunt their competitor’s clients,” said Roach.  “Even high-profile law firms are cold-calling.  Smart firms are using client interviews to determine satisfaction and ‘bullet proof’ their clients.  The key question in this environment is whether your firm will be predator or prey.”

Other sessions discussed professional development paths for mid-level and top-tier marketing professionals, with a strong emphasis on the use of industry research to provide the kind of value that makes a practitioner indispensable.

In addition, a panel of managing and marketing partners pointed out the characteristics they most value in their marketing professionals.  A final session focused on the use of metrics and key performance indicators to demonstrate to firm leadership the return-on-investment of a law firm’s marketing efforts.

“To see how these trends continue to play out,” said Roach, “plan to join us next spring for the 2012 annual conference in Dallas.”

For the full article:  LMA conference, updates

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The Legal Marketing Association provides guidance on marketing, business development and communications within the legal profession.  This article summarizes a presentation by Betsi Roach, executive director of the LMA, on important themes that emerged at the 25th annual LMA Conference held last month, as well as recent LMA developments.  This excerpt covered the third of four conference tracks:  Improving visibility.  This ia part four of a six-part article.  For a link to the entire article, see below.

“As professional marketers, we devote much of our time to improving the visibility of a lawyer, an industry or practice group, or a law firm within a targeted market,” said Roach

“The first session in this track focused on social media – and how to use these robust yet cost-effective tools to distribute content, raise visibility and build a network of new leads.  Also covered were social media policies and ethical concerns,” said Roach.

Winners of the 2011 LMA Your Honor awards participated in a panel to discuss the strategy and tactics of their cutting-edge campaigns.  Other sessions discussed the processes and value of various legal directories, rankings and “pay to play” opportunities; ways in which law firm professionals can assist the firm’s clients manage negative publicity and maximize positive publicity; and how small and mid-sized law firms can “do more with less” in their marketing budgets.

For the full article:  LMA Conference Synopsis: Improving Visibility

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The Legal Marketing Association provides guidance on marketing, business development and communications within the legal profession.  This article summarizes a presentation by Betsi Roach, executive director of the LMA, on important themes that emerged at the 25th annual LMA Conference held last month, as well as recent LMA developments.  This excerpt covers the second of four conference tracks:  Maximizing client retention and value.  This is part three of a six-part article.  For a link to the entire article, see below.

“During the economic downturn, corporate counsel were under unprecedented pressure to control the cost of legal services and provide budgetary certainty,” said Roach, “and they passed that pressure along to law firms.  These demands will persist into any recovery.”

The first session in the client-retention track discussed alternative fee arrangements.  “Although most clients still prefer the billable hour, they want firms to offer and to discuss potential AFAs,” said Roach.  “Because the movement towards AFAs is so new, finding a profitable model can be challenging – although some law firms have figured it out.  Profitability will improve with experience.”

Client feedback programs are a tested way to maximize value and client retention, and are currently being used by half of law firms surveyed by BTI Consulting.  Key elements of a successful program include planning and logistics, conducting the interviews, following-up on the results and managing the time commitment.

“Panelists at this session also suggested creation of a ‘co-development expectation brief’ at the start of each matter,” said Roach, “to determine the client’s wants and needs regarding communication, delivery, reports and check points throughout the project.”

Other sessions in this track covered the use of CRM and ERM systems to gather intelligence and put this knowledge to work; the use of “client lifetime value” as a marketing metric; and the role of the marketing department in the development and implementation of professional development programs for attorneys.

For the full article:  LMA Conference and updates

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The Legal Marketing Association provides guidance on marketing, business development and communications within the legal profession.  This article summarizes a presentation by Betsi Roach, executive director of the LMA, on important themes that emerged at the 25th annual LMA Conference held last month, as well as recent LMA developments.  This excerpt covers the first of four conference tracks:  Driving growth and profitability.  This is part two of a six-part article.  For a link to the entire article, see below.

“One major theme of the conference was the continuing evolution of law firms from a purely marketing culture to a sales culture,” said Roach.  “This involves a reallocation of personnel and resources, an emphasis on niche marketing, the creation of industry and client-focused teams, the development of sophisticated and customized proposals, and the gathering and use of competitive market intelligence.”

As part of this process, successful firms are providing business development training and coaching to help select lawyers grow their books of business.  “After all, lawyers are not only the ‘product,’ but also the ones who have to close the actual ‘sale,’” said Roach.

Another session covered the strategy and tactics behind successful written and face-to-face client pitches, including pitch team composition and leadership, elements of the process (strategy, staffing, pricing, submissions and presentations), debriefing, and using what was learned to improve future effectiveness.

A session on law firm economics devoted considerable attention to the delivery of legal services less expensively in a highly competitive environment – especially through better pricing and better processes. “Increasingly, law firms across the country understand the need to operate like businesses,” said Roach.   Finally, technology was discussed as a robust way to deliver premium content to high-value targets throughout the sales cycle.

For the full article:  LMA Conference Synopsis and Update

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The Legal Marketing Association provides guidance on marketing, business development and communications within the legal profession.  This article summarizes a presentation by Betsi Roach, executive director of the LMA, on important themes that emerged at the 25th annual LMA Conference held last month, as well as recent LMA developments.  This is part one of a six-part article.  A link to the full article follows.

The Legal Marketing Association serves the women and men involved in marketing, business development and communications within the legal profession.  LMA membership currently stands at 2,500 members working at law firms within the United States and 12 foreign countries.

The organization’s highly successful 25^th annual conference was held last April at Disney Yacht & Beach Club Resort in Orlando, Fla.  More than 1,000 people attended.

The conference was keynoted by Jeff Williford of The Disney Institute, who set the tone with a spirited presentation on the Disney Approach to Business Excellence – including creativity, leadership excellence, people management, quality service and brand loyalty.

“Together, these elements forge a strong bond among inspired leaders, motivated employees and satisfied clients – driving solid financial results and loyal repeat business,” said Betsi Roach.

LMA Executive Director Roach presented a recap of the conference and an update of LMA developments at the monthly educational program of the Rocky Mountain Chapter.  The event was held May 10 at the Marriott City Center in downtown Denver.

In her presentation, Roach summarized notable points from sessions in each of the conference’s four tracks – driving growth and profitability, maximizing client retention and value, improving visibility and honing leadership skills.

For the full article:  LMA annual conference synopsis and update

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The recent economic crisis has had a significant impact on everyone -- including most law firms.  The following article summarizes a presentation made Nov. 10 by Kristin Stark of Hildebrandt International to the Rocky Mountain Chapter of the Legal Marketing Association.  In this presentation, Stark presents and interprets  third-quarter 2009 Hildebrant Peer Monitor index results.  She also specifically addresses the impact that the economy has had on the marketing function at most law firms.

Hildebrandt interprets impact of economic crisis on legal industry (download)

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One way to satisfy your precedent-hungry lawyers is to provide them with a copy of Marketing Success Stories:  Conversations with Leading Lawyers -- written by Hollis Hatfield Weishar and Joyce K. Smiley.  This 2005 book review appreared on Larry Bodine's Web site.

Marketing Success Stories:  Conversations with Leading Lawyers

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Passion and accounting.  These are two words that, until recently, you'd rarely find in the same neighborhood.  At Grant Thornton, these two seemingly contradictory concepts have been paired to create a memorable marketing campaign.  The article, which appeared in the September 2005 issue of Professional Marketing magazine, is based on an interview with Edmond Russ -- who was named Marketer of the Year by the Association for Accounting Marketing.

A passion for accounting -- and marketing!  "Marketer of the Year" discusses his approach

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In this September 2008 article, legal consultant Merrilyn Tarlton moderates a panel of Denver-based law firm marketing veterans who discuss how they "beat the odds" to achieve a sustainable career in this volatile field -- each by a different path.  Panelists include Sara Kraeski, Connie Proulx and Lorri Salyards.

Legal marketing "survivors" share their best practices

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Legal marketers cannot just demand a "seat at the table" in law firm management and expect to get one.  They have to earn it -- through careful collaboration with colleagues across the firm and through creation and implementation of successful initiatives.  They will be invited to the table only when they bring value.  In this October 2007 article, a panel of managing partners and senior marketing professionals discusses what it takes to earn a seat at the table.

Law firm marketers:  Is there a seat for you at the table?

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In order to make professional careers for themselves in the legal industry -- and support lawyer/clients in their work -- people who work with lawyers must have a basic understanding of how the legal system operates.  This June 2006 article summarizes a half-day seminar on this subject.

The ABC's of the legal world:  Key concepts for people who work with lawyers

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Authority and leadership are different qualities.  A markeeting director or lawyer can have a position of authority within a law firm, but be an unskilled leader.  Conversely, and individual with no formal management authority can be an outstanding leader.  In this July 2005 article, consultant Robert Fortunato discusses how law firms can increase revenues and profits through a systematic approach to leadership, strategy and client development.

True leadership can be cultivated:  Four ways to lead in your law firm

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A group representing the next generation of eager young law firm marketers converged on Denver to participate int he Legal Marketing Association Boot Camp 2004 -- "Roadmap to Your Destination -- Legal Marketing."  In these September 2004 articles, speakers discuss a wide range of topics.

Boot Camp 2004:  Getting in shape for a career in legal marketing

Turn your firm's marketing budget into a strategic planning tool

Success breeds success: Coaching your lawyers in business development

Learn to understand, appreciate, and work with the legal personality

Harvest those golden eggs:  Habits that lead to more work from current clients

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