On April 24, the LMANE Philadelphia Local Steering Committee hosted a lunch and learn program attended by legal marketing professionals from the Philadelphia, Pittsburgh and Wilmington markets.
Led by Andrew Laver (McCarter & English LLP), Jason Lisi (Legal Internet Solutions Incorporated) and Jacob Dietz (Fox Rothschild LLP), each of whom attended the conference from the Philly area, the program provided attendees with a high-level recap of the Legal Marketing Association’s 2018 Annual Conference, held this year in New Orleans.
In addition, the program provided core highlights and lessons learned from the LMA Annual Conference, which was particularly interesting to our LMA members who were unable to attend the conference in person.
Some key lessons learned and takeaways included:
Never Stop Learning. Regardless of your specific legal marketing role within your firm, position yourself as an “internal go-to” for the attorneys to which you are assigned. Become an expert on your firm, know the competitive landscape within your firm’s market, and educate yourself on your attorneys’ practices and target base. Providing helpful institutional and industry knowledge is an invaluable resource for your lawyers – and you, as you grow your career in the legal market. In addition, practice the business development activities that you preach to your attorneys – network and be thought leaders – in order to advance your own professional development initiatives.
- Marketing on a Budget. In today’s economy, many firm marketing budgets are strapped, particularly for small- and mid-size firms. Proactive and impactful marketing however, does not always have to come with a high price tag. Legal marketing professionals should adopt practices in which they can obtain maximum exposure for each marketing/business development activity. For example, attorneys and marketing professionals alike should practice C.O.P.E. = Create Once, Publish E In practice, C.O.P.E. is a technique of establishing strong, foundational thought leadership pieces that can be distributed through different forms and easily adapted for use on multiple content channels (blogs, articles, social media, etc.).
- Communication and Your Personal Brand. Be warned: your communication skills can have a significant impact (both bad and good) on your personal brand. You must remember, communications is not just verbal, as it extends to your appearance, posture, personality and email/online etiquette. You need to adapt and position your communications techniques to compliment the personal brand you are building for yourself professionally.
- The General Counsel Panel – Main Takeaways. As we have heard from general counsel before, in-house legal departments: (1) want thought leadership (alerts, newsletters , etc.) but they want them to be timely, concise and written in a “what does this mean for me” manner; (2) continuously monitor invoices and billing reports to ensure that outside counsel adheres to the staffing commitments (diversity and otherwise) agreed upon at the start of a particular engagement; are open to and encourage post-mortem meetings after a matter closes and client satisfaction interviews throughout the life of a client/firm relationship.