Derek Maine with Teague Campbell Dennis & Gorham, LLP was this year's Annual Conference Scholarship recipient. Derek has been in the industry just a few months and this was his first LMA conference! Derek shares some of his takeaways from the conference:
I have been a Legal Marketer since July, 2013. While I've worked at law firms for my entire career, I only wistfully looked at the Marketing Department in the firms I worked at. The 2014 Legal Marketing Association Annual Conference in Orlando, FL was an amazing introduction to my new field and although, much of the sessions were geared towards larger firms than the one I work for (International firms, cross-coastal firms, AmLaw 100 and AmLaw 250), I was proud and honored to be the recipient of the LMASE scholarship and be given the opportunity to attend the conference and learn from the very best. At the conference, I gained some great insight, was able to see cutting edge technology and make good connections. I also know more about the industry today than I did when I boarded my plane in North Carolina.
In fact, I have stories from three legal marketers to share that were impactful and touched on the overall theme presented at the conference.
Paul Webb, Director of Marketing at Young Conaway Stargatt & Taylor LLP, was the best panel speaker I saw at the conference. He had a tremendously interesting story on how his firm used an office move to build up an entire PR campaign in a very creative fashion.
Melanie Green, Chief Client Development Officer at Faegre Baker Daniels LLP, had a good problem to solve. Her firm had just merged. All of a sudden there were a lot more innovative, intelligent attorneys at their disposal. She needed them to talk to each other. At a firm retreat, catering to the competitive nature of attorneys, they set up tradeshow booths and offered incentives such as offering prizes to those attorneys who visited other practice groups in the firm and started conversations. Follow-ups were identified and tracked. There was some trouble with buy-in. Alcohol was served. It worked.
Dave Burns, Director of Client Services at Farella Braun + Martel LLP, had a story to tell. His firm is serious about diversity. As in, they don't have a diversity pamphlet or a document. They get out in the community and practice what they preach instead. And, it turns out, they were so good at it that their clients wanted in. They committed to something and benefited their community, and their clients noticed and wanted to get involved to help. This is the future of our industry. This is the success story. This is the theme. And it's not just our industry, it's everywhere. The "American Dream" as a shared experience and goal as opposed to an individualistic ideal.