(Almost) Invisible Marketing III.
(Almost) Invisible Marketing III.
This third in a series of Invisible Marketing tactics presents two approaches which are not quite “invisible” but are often overlooked by attorneys. The first is:
During speeches, have other firm members in the audience working the crowd.
Make sure you introduce your colleagues from the podium and indicate that they and you are available to answer questions, send featured articles, discuss opportunities, etc. You are there to do more than “educate”, you are also there to “generate.”
One of the most frequent mistakes so often observable at dinners, receptions, etc. is that instead of mingling, attorneys from the same firm congregate together.
At parties, dinners, hosted events - do not talk to your own firm’s attorneys.
Recently, I attended a law firm hosted/sponsored workshop at which over 125 clients and potential clients had breakfast and then listened to a 1 hour CLE presentation. Of the 10 firm attorneys present, 9 sat at the same table. By adding their non-billable hours, advertising, promotion, powerpoints, handouts, facility and food cost, etc., $12,500.00 was thrown out the window.
Once we reviewed this waste, a new approach has been implemented. Each attorney is now assigned 2 non-clients to meet and greet. Each attorney is assigned to a table. And each attorney is introduced from the podium by their speaker/colleague. And of course, if a client is present, invite them to sit with you. They could become your marketing supporter in talking with non-clients seated at your table.
