1. STRATEGIC MARKETINGFOR LAW FIRMS A case study for success

2. STRATEGIC COMMUNICATIONS ABOUT VILLAGE MARKETING AND PUBLIC RELATIONSReports* out of the US show are consistent in reporting that the legalmarket, globally, has fundamentally changed.1)Less demand for external legal representation more and more takingtheir legal functions in-house** CitiPrivate Banks Law Firm Report 2012Georgetown University 2013Thomson Reuters Peer Monitor Report 2012 -13 3. ABOUT VILLAGE MARKETING AND PUBLIC STRATEGIC COMMUNICATIONS RELATIONSReports* out of the US show are consistent in reporting that the legalmarket, globally, has fundamentally changed.1)Less demand for external legal representation more and more takingtheir legal functions in-house2)Too many lawyers chasing too little work the market is tightening evenfurther** CitiPrivate Banks Law Firm Report 2012Georgetown University 2013Thomson Reuters Peer Monitor Report 2012 -13 4. ABOUT VILLAGE MARKETING AND PUBLIC STRATEGIC COMMUNICATIONS RELATIONSReports* out of the US show are consistent in reporting that the legalmarket, globally, has fundamentally changed.1)Less demand for external legal representation more and more takingtheir legal functions in-house2)Too many lawyers chasing too little work the market is tightening evenfurther3)Slower increase in billing rates** CitiPrivate Banks Law Firm Report 2012Georgetown University 2013Thomson Reuters Peer Monitor Report 2012 -13 5. ABOUT VILLAGE MARKETING AND PUBLIC STRATEGIC COMMUNICATIONS RELATIONSReports* out of the US show are consistent in reporting that the legalmarket, globally, has fundamentally changed.1)Less demand for external legal representation more and more takingtheir legal functions in-house2)Too many lawyers chasing too little work the market is tightening evenfurther3)Slower increase in billing rates4)Clients pressure for discounts and alternative fee structures increasing** CitiPrivate Banks Law Firm Report 2012Georgetown University 2013Thomson Reuters Peer Monitor Report 2012 -13 6. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSAs we enter 2013, the legal market continues in the fifth year of anunprecedented economic downturn that began in the third quarter of2008. At this point, it is becoming increasingly apparent that themarket for legal services in the United States and throughout theworld has changed in fundamental ways and that, even as we workour way out of the economic doldrums, the practice of law going forwardis likely to be starkly different than in the pre-2008 period.To an unfortunate extent, many lawyers and law firms seem stuck inold models traditional ways of thinking about law firm economics andstructure, legal work processes, talent management, and clientrelationships that are no longer well suited to the market environmentin which they compete.- Georgetown University/Thomson Peer Monitor report, 2013. 7. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSSTRATEGIC MARKETING COMMUNICATIONS : Apathway to stronger, more successful brands. 8. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONS STRATEGIC MARKETING COMMUNICATIONS : A pathway to stronger, more successful brands 9. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSOVERVIEW1) Qualitative Research; know your audience2) Building strong brands2) Strategic Planning; why, how, when3) CRM; keeping clients in a competitive marketplace4) Public Relations; thought leadership, media relations a matter of perception5) Websites; your shop window front6) Marketing Online; social media, search7) Internal and Client Communications8) Other Ingredients 10. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSQUALITATIVE RESEARCH creating strong foundationsBenefits:- Provides a starting point or review point for your brand andcommunications- Always uncovers some gems and helps you prioritise- Recognise strengths, weaknesses opportunities and threats- Target your activities better- Saves you $$ in the long run- Your clients like to know that you care enough to ask 11. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSRESEARCH IMPLEMENTATIONConduct Market Research Understand PerceptionsDefine Desired Brand Position Build Brand Platform (Marketing Comms Plan) Deliver the Brand (Execute the plan) 12. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSBRAND A BASIC FOR BUSINESS SUCCESSYour brand is second only to your people and the delivery of their expertisein terms of importanceYour brand needs to have a strong identity that communicates more thanjust your name to customersWeak brands are forgettable, lacklustre, bland and melt into a sea ofsameness 13. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONS 14. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSPLANNINGPlan the work, work the planLeverage tactics throughout the year a plan allows you to spot theseopportunities and maximise their potentialImportance of objectives, clearly defined and measurement. Only 10%of companies actually measure their marketing ROI. 15. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSCRM TO BENEFIT BUSINESSIn a service industry, like the legal industry, the emphasis and real valueof your business is commonly the customer relationship.Developing a successful customer relationship can spawn a lifetime ofcommitted buying.You can have the best marketing in the world, but if your CRM isbad, no amount of positive publicity etc can shift perception. 16. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSPUBLIC RELATIONSIf advertising is what you say about yourself, publicrelations is what others say about you. 17. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSPUBLIC RELATIONS 18. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSPUBLIC RELATIONS FOR LAW FIRMSTheres a wealth of opportunity:-Commentary on industry happenings 19. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONS 20. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSPUBLIC RELATIONS FOR LAW FIRMSTheres a wealth of opportunity:-Commentary on industry happenings-Speaking opportunities-Media relations; by-lined articles in relevant media-New appointments, new offerings etc 21. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONS 22. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSMARKETING ONLINE: WEBSITEYour website is the most important tool you have at your disposal. Ifnothing else is done right, get your website right. Heres why:Face to face meetings are happening less especially with new business.People will go to your website as a first port of call so your messages needto be strong 23. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSMARKETING ONLINE: WEBSITEYour website is the most important tool you have at your disposal. Ifnothing else is done right, get your website right. Heres why:Face to face meetings are happening less especially with new business.People will go to your website as a first port of call so your messages needto be strongTechnology has made geography inconsequential your clients areeverywhere and the only marketing medium that overcomes geography isa website 24. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSMARKETING ONLINE: WEBSITEYour website is the most important tool you have at your disposal. Ifnothing else is done right, get your website right. Heres why:Face to face meetings are happening less especially with new business.People will go to your website as a first port of call so your messages needto be strongTechnology has made geography inconsequential your clients areeverywhere and the only marketing medium that overcomes geography isa websiteNew staff will also check out your website an engaging and up-to-datewebsite will help attract the right calibre staff 25. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSMARKETING ONLINE: WEBSITEYour website is the most important tool you have at your disposal. Ifnothing else is done right, get your website right. Heres why:Face to face meetings are happening less especially with new business.People will go to your website as a first port of call so your messages needto be strongTechnology has made geography inconsequential your clients areeverywhere and the only marketing medium that overcomes geography isa websiteNew staff will also check out your website an engaging and up-to-datewebsite will help attract the right calibre staffIts another place to market your business; blogs, new services, expertise,white papers 26. ABOUT VILLAGE MARKETING AND PUBLIC STRATEGIC COMMUNICATIONS RELATIONSOld Thinking: Law firm website = onlinebrochureNew Thinking: Law firm website = publishingplatform for attorney-generated content 27. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONSMARKETING ONLINE: WEBSITEWays to improve your website:- People pages grow your profiles, become more niche, not generalist consider micro pages-SEO keyword integration, research local searches using free tools- Content create lots of it. Good content that is in consumer speak- Advertising support with low-level advertising- Analyse subscribe to google analytics and make improvements basedon insights 28. ABOUT VILLAGE MARKETING AND PUBLICSTRATEGIC COMMUNICATIONSRELATIONS 29. STRATEGIC COMMUNICATIONSFACEBOOK 30. STRATEGIC COMMUNICATIONSFACEBOOK: FOR YOUR BUSINESS? It is the fastest-growing community in the world where your targetaudience go to meet with friends, be entertained and interact withbrands like yours. 2, 269,160 New Zealanders use Facebook (53.36% of ourpopulation) 25-44 year olds make up almost half of NZs Facebook users The average user spends more than 700 minutes on Facebook everymonth 56% of consumers say they are more likely to recommend a brandafter becoming a fan on Facebook 31. STRATEGIC COMMUNICATIONSTIPS TO ESTABLISHING AND MAINTAINING AN EFFECTIVEFACEBOOK PAGE: Write a company strategy. This should include: WHO is responsible for the medium HOW often you post HOW you deal with negative feedback/comments/posts WHAT your objectives/aims are WHAT your measures of success are WHO/WHAT other pages you are going to link in with (likes etc) HOW you will support the page (advertising, links from yourwebsite etc) 32. STRATEGIC COMMUNICATIONSTIPS TO ESTABLISHING AND MAINTAINING AN EFFECTIVEFACEBOOK PAGE: Decide on the tone of your content: how do you want yourcompany/brand to come across? Do not think of your business page only as a place to talk about yourproduct. Keep your posts short and sweet. Use pictures. 33. STRATEGIC COMMUNICATIONS 34. STRATEGIC COMMUNICATIONS BLOGS its all about perception 35. STRATEGIC COMMUNICATIONSWHAT IS A BLOG?By definition, a blog is:A website on which an individual or group of users recordopinions, information, etc. on a regular basis. 36. STRATEGIC COMMUNICATIONSTIPS FOR CREATING AND MAINTAINING AN EFFECTIVEBLOG Be original Promote your blog Include images Allow comments. People who have engaged with your posts viacomments on the blog are more likely to share it with their friendsand contacts 37. STRATEGIC COMMUNICATIONSCLIENT COMMUNICATIONSRichard Susskind writes: "Clients rarely complain about the quality of legal work or the level ofknowledge of the lawyers advising them; but they frequently expressconcern about the mechanics of the working relationship betweenclient and firm. More particularly, it is often said that there is a poorlevel of communication.This is easily remedied. 38. STRATEGIC COMMUNICATIONSCLIENT COMMUNICATIONSPlanned, regularcommunications areeasy with the likes ofSmartmail, Mail Chimpetc. 39. STRATEGIC COMMUNICATIONSOTHER INGREDIENTS- Sponsorship- Crisis communications- Events- Advertising 40. QuestionsBridgette Paton-Tapsell & Tim Paton-TapsellPrincipalsp: +64 7 572 1608w: villagenz.coma: 333 Maunganui Rd, Mt Maunganui 3114, New Zealand