WEBINAR: The Need for Radical Changes in Legal Marketing

Law firms have traditionally approached the “Four Ps of marketing” – price, product, promotion, and place – by focusing almost exclusively on promotion. In today’s economic environment, where law firms under increasing pressure from clients to provide more value – this is a mistake, and must change.

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Details

  • Publication date: May, 2016

Description

Why Law Firms Must Change Their Marketing Priorities
How today’s competitive marketplace is changing the relative importance of “the four Ps of marketing”

This one-hour web-based panel will discuss how law firms have traditionally approached the “Four Ps of marketing” – price, product, promotion, and place – by focusing almost exclusively
on promotion, and why that can be a mistake in today’s economic environment.

The panel will expand on the discussion started by the influential Bloomberg BNA article “Why Law Firms Must Change Their Marketing Priorities” (http://www.legalbizdev.com/files/BloombergLawFirmMarketing2015.pdf).

Panelists will make the case that law firm marketing departments should increase their emphasis on improving the legal product through project management and pricing, and discuss how to
balance that need against the resources required for traditional promotional activities such as events, advertising, websites, and brochures.

The three panelists head marketing groups that are beginning to make this change – Jennifer Manton at Kramer Levin, Geoff Goldberg at McCarter & English, and Andréa Danziger at Loeb
& Loeb – and were quoted in the Bloomberg article. The moderator of the panel discussion will be Jim Hassett, the founder of LegalBizDev and the primary author of the article.

PLEASE NOTE: This is a pre-recorded webinar
 

Contents

Authors

Jim Hassett
Jim Hassett is an author and the founder of LegalBizDev. Before he started working with lawyers, Jim had 20 years of experience as a sales trainer and consultant to companies from American Express to Zurich Financial Services. He is the author of nine books, including The LegalBizDev Survey of Alternative Fees and Legal Business Development: A Step by Step Guide. He has also published more than 80 articles in the New York Times Magazine, Of Counsel, Legal Management, Strategies: The Journal of Legal Marketing and other publications. Jim is a frequent speaker at law firms and bar associations (including the New York City Bar, the New York State Bar, and the Massachusetts Bar), Harvard Law School, the Association of Corporate Counsel, the Defense Research Institute, Ark Group, and at Legal Marketing Association meetings in Boston, New York, Philadelphia, Washington, Savannah, and Vancouver. He has conducted webinars through West LegalEdcenter, the National Law Journal, the Center for Competitive Management, the International Lawyers Network, TAG Academy, and the Legal Marketing Association. Jim also writes the blog Legal Business Development which was featured at the ABA TECHSHOW in 2009 and again in 2010 (in its list of ‘60 Sites: Latest and Greatest Internet Hits’) and by TechnoLawyer (in its list of ‘the most influential legal blogs’ in BlawgWorld). He has a Ph.D. from Harvard and is an Adjunct Associate Professor at Boston University.
Andréa Danziger
Andréa Danziger, Director, Business Development and Practice Management, Loeb & Loeb Andréa Danziger is the director of business development and practice management at Loeb & Loeb LLP, a multiservice law firm with more than 300 attorneys and offices in Los Angeles, New York, Chicago, Nashville, Washington DC, and Beijing, as well as an affiliate office in Hong Kong. Andréa joined Loeb & Loeb in 2010 following more than 10 years at Thomson Reuters where she held various sales and account management roles, including national education and training manager for Westlaw’s large law firm market division. Earlier in her career, Andréa practiced law at NHL Enterprises and White & Case with an emphasis on intellectual property. As part of Loeb & Loeb’s marketing and business development department, Andréa works with department chairs and individual partners to increase the effectiveness of their business development efforts and plays a large role driving adoption and implementation of legal project management in conjunction with her finance counterparts. Her legal and sales background enable her to provide the firm’s attorneys with practical strategies to remain competitive in a changing legal landscape, including integrating LPM into their existing client relationships and new business opportunities. 3 Andréa received her JD from New York University School of Law and her undergraduate degree from Cornell University.
Geoff Goldberg
Geoff Goldberg, Chief Advancement Officer, McCarter & English Geoff helps McCarter & English advance its business in the northeast and, for some of its practices, nationally. He helps McCarter’s lawyers set strategy, devise plans to implement those strategies, and then marshal the firm’s business development and marketing resources to execute those plans. Geoff practiced law for three years before returning to his roots as a writer at a legal publishing company. He began his career in law firm business development as a writer at Davis, Polk & Wardwell, followed by three years as a business development manager at White & Case before becoming the marketing director at New York’s Herrick, Feinstein, and then chief marketing officer at Lowenstein Sandler. He has been at McCarter & English since 2012. Geoff earned his JD from Tulane Law School and his Bachelor of Science from Cornell University, with a double major in Journalism and Public Relations & Advertising.
Jennifer Manton
Chief Marketing and Business Development Officer, Kramer Levin Naftalis and Frankel LL P,

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