Toni Bianco, The Daily Record Newswire
I recently attended the Legal Marketing Association’s Annual Conference — always a great learning experience, and especially nice because it allows me to spend time with people who do what I do. Of the many informative seminars I attended, there was one that I thought was really worth sharing.
As marketers, we all understand the importance of hearing which of our efforts are worthwhile and which are not, as well as how important it is that our business development efforts are geared toward the highest return on investment.
So who better to hear it from than a panel of general counsel from Fortune 500 companies?
The session focused on learning about general counsel’s criteria for selecting outside law firms and ways that firms can stand out in today’s increasingly competitive market. The following is a list of several of the tools marketing professionals rely on daily, along with general counsel’s comments:
•Firm website — “It won’t WIN you our business but it can make you LOSE our business.”
The panel members said they don’t make decisions based on a firm’s website, especially in the era of social media, but a website that is user-friendly and includes the work and key players — and most importantly, the firm’s approach to solving their problems — is a big plus.
Alternatively, a website that is not user-friendly and is difficult in any way to navigate or poorly organized will send them directly to another firm’s site.
•Firm brochures — “Confession: We throw most brochures in the trash.”
If they have to receive a firm brochure, panelists said they prefer it to be in digital format, but added that receiving an email highlighting a recent win is much more effective.
•Holiday cards — “Don’t send holiday cards! Especially if you are just an acquaintance.”
Send a personalized email instead. Or better yet, food.
•Client alerts and/or blogs — “We actually read both.”
Alerts and blogs are highly read because they reveal expertise in a specific area. When hiring, counsel will remember the writer who has shown thought leadership and has provided them with timely information relating to their industry.
•Speaking engagements/ webinars — “We’ve hired lawyers just from seeing/hearing them speak.”
Panelists said they prefer webinars because their busy schedules don’t always allow them time to attend a speaking engagement out of the office; however, if you offer to host the seminar at their office during lunch time, that is most welcomed. Make sure that the topic is compelling, is the right fit for them, and is no more than one hour long. Right Speaker + Right Topic + Right Audience = A Sell.
•Directory listings — “We have never hired a lawyer based on a directory listing.”
Directories such as Super Lawyers, Best Lawyers, Chambers and Partners — or even a rating in Martindale Hubbell — hold no weight on the decision-making process for choosing outside counsel, according to the panelists.
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Toni Bianco is the marketing manager at Adler, Pollock & Sheehan, which has offices in Boston and Providence. She serves on the firm’s Marketing Committee and its Diversity Committee.
