Make a Statement via Speeches and Seminars
It usually take a good three weeks to develop a good impromptu speech—Mark Twain
An opportune way to allow newer attorneys to cut their teeth in an industry is to develop opportunities for them to participate in speaking engagements. Under the guidance of more senior members of the firm, they can receive good exposure with current and potential clients. Use the law firm marketing department to research professional conferences in which to sponsor or participate one to two years in advance. Here’s why it is essential to the marketing mix: The more speaking engagements and seminars you conduct and participate in, the more opportunities your attorneys have to make contact with new targets and new possibilities to enter the Red Zone.
Turn Seminars into ‘Web’inars
Don’t just record the events on camera for prosperity. Arrange in advance for the rights to use the footage from the seminar, trade show or association event for future use on the firm’s website to broadcast the helpful information worldwide. Doing so will enhance the richness of content and credibility of your corporate site. Opportunities for exposure abound on the Internet, both from a client relations and potential media relations opportunities, as reporters covering a particular area of law increasingly use the net to find sources on the subjects they cover. As an extra measure of exposure, email a link to the seminar to existing and potential targets along with a brief note.
