Know-How Exchange : Student Questions

I'd think who/how to build strategic alliances with firms/people who can build you a referral base. Its the way engineering, docs and other professions market. You don't state the type of law this firm specializes in. But the guy who just got a divorce needs to do some estate planning with the new gal he wants to marry. The firm that specializes in divorce doesn't do that-- the guy needs a referral-- if your firm does that and you have a relationship with the divorce firm-- you'd be the referral.

I'd also work on delivering non commercial seminars to the local chamber, etc. Everyone in that room will need a lawyer someday. Being a resource to the community will make your firm the "go to" person.

Laurie, check out Grow My Law Firm's blog at https://growmyco.typepad.com/lawfirm/.

This addresses issues particular to marketing a law firm. You should be able to pick up some specifics to make you sound more like an industry insider.

Good luck!

Christine Pilch
Grow My Law Firm, A Division of Grow My Company

Laurie.. Mr. Dahut's article should be of great assistance. i wish you best of luck in the interview!
https://www.hgexperts.com/article.asp?id=4831

Nicole

well not to scare you but maybe you had better read this little diatribe first
https://www.law.com/jsp/article.jsp?id=1078368956651

The article discusses the orientation of law firms being fundamentally different than corporate america. In law firms, all the partners are essentially equal so if you "dismay" one, you'll likely create a long term difficulty for yourself.

With respect to the outside world, most people fear and mistrust lawyers and the legal profession so were I looking to market the skills and services of this group, I would look for ways to humanize what they do every day.

I watched an old episode of "the practice" the other day where one of the guys was shooting a commercial. He was the down and dirty member of the firm and he wanted to reach out to the little guys and explain that they could get good legal representation too.

I think some knowledge of the practice areas of the firm is important going in and perhaps you can call, google or otherwise find out prior to the 2nd round what the firm specializes in.

The marketing challenges of law firms are or should be similar to those we all face. Putting the right version of our story if front of the right customers using the right mix of materials.

The XO is likely to be interested in assessing your fit with himself as much as with the rest of the firm. Lawyers tend to be somewhat thoughtful and highly opinionated. (don't we all). Listen and take a breath before your responses. I would not appear stumped but not "glib" either. You say you are studying psychology so that should really help you and may actually be a plus for the firm that you are not just another marketeer. That is one message that always sells. and works for the law firm as well.

"All law firms are not created equal"

best of luck on the interview
Phil

A few more resources:

https://www.lawmarketing.com/
https://www.marketingattorney.com/
https://www.ilawyermarketing.com/
https://www.legalmarketingblog.com/
https://www.treyryder.com/
https://www.netlawtools.com/marketing/index.html

I've been a marketing director at two law firms. Check out the Legal Marketing Association website (https://www.legalmarketing.org/). This org has local chapters across the country and is a great place to learn more about legal marketing.

Amy Campbell has some great blogs on law firm marketing. This one is good for a review(https://blogs.law.harvard.edu/amy/2007/10/23/summary-of-law-firm-marketing-...). Here's more....https://blogs.law.harvard.edu/amy/feed/

Also check out the American Bar Association (and the state bar association(s) websites.

From experience, working with lawyers is like "herding cats." Ask questions about the culture, the support you will be provided from the exec director, the staff, the president's attitude toward marketing and business development, what CRM system they have in place, who their top clients are, are lawyers accountable for marketing (billable hours are very important and distract from marketing time) and if so, how.

Each partner is an owner of the firm and many take this seriously. If you have the support of a strong executive director, you will have a more enjoyable experience.

Hi,

Thanks for the above mention of my weblog, Amy Campbell's Law Firm Marketing Web Log.

I have another great information source for law firm marketers, or soon-to-be marketers... It is Legal Marketing Reader, and it is really unique in that it is a collection of the top bloggers and news sources narrowly defined in the niche of law firm marketing. It also has exclusive content and collects the best articles on law marketing from around the web.

Please give it a look and if you have any articles you think are worthy of inclusion, please e-mail me at editor@legalmarketingreader.com.

Thanks and good luck!