Mid-sized law firm marketers tend to face a unique set of opportunities and challenges. However, one aspect of marketing that remains crucial for all law firms, regardless of size, is the ability to effectively define the firm’s brand and message. As legal demand continues to grow, it’s more important than ever for mid-sized firms to define a narrow brand identity and their stance in the market. Without it, they may not be able to compete on the same level as large law firms.
In Hubbard One’s latest Insight episode, Tiffany Truffo, Director of Marketing at Haight, Brown & Bonesteel LLP discusses some of the organizational and branding challenges that exist within mid-sized firms, as well as the opportunities they present.
“Without a solid foundation – that is marketing, that is the firm’s brand, the firm’s identity, who that firm is in the marketplace – you’re just not going to be as successful with your business development efforts,” Truffo says. “I think a lot of firms are realizing that.”
Watch Marketing for Mid-Sized Law Firms or check out some of the other episodes from Hubbard One’s Insight video series.
Posted by Callie Hodge in:
In Business | Industry trends |
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This morning I had the opportunity to sit in on the session titled Talking Technology to Attorneys at ILTA 2011. The session was very well attended, indicating how top of mind this topic is for today’s legal technology leaders.
The panelists were Judith Flournoy from Loeb & Loeb LLP, Martin Metz from Pillsbury Winthrop Shaw Pittman LLP, and Curtis Meltzer from Orrick, Herrington & Sutcliffe LLP, and the panel was moderated by Angel Garcia-Manso from Hubbard One.
The focus for the session was how to communicate with lawyers about technology strategy. The panelists shared some insightful information about how best to talk technology strategy with attorneys and build consensus for new technology initiatives.
Metz highlighted that the most important aspect in communicating with attorneys about technology is to have a strategic plan in place. By having a strategy and a framework in place, law firm leaders can establish creditability with attorneys. Metz suggested five questions that should guide a strategic plan:
1) What’s the current situation?
2) What kind of firm do you want to be?
3) What’s our guiding philosophy?
4) What are the IT costs?
5) What projects do we want to tackle next year?
The panelists also highlighted building relationships and rapport as another important factor in successfully discussing technology with attorneys. Flournoy suggested seeking out targeted groups of attorneys to use as sounding boards for new technology initiatives and projects. Building rapport with attorneys and making them part of the process helps build consensus and support for new initiatives. However, Flournoy reminded the audience that law firm leaders can only build their reputation and relationships by delivering on their commitments.
Posted by Callie Hodge in:
Technology and innovation |
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The U.S. Constitution is one of the most powerful and impactful documents in existence. It literally touches every American’s life, and has since its creation in 1787. Recently, I had the opportunity to view the document first-hand as part of a new exhibit, “We the People: The First Official Printing of the U.S. Constitution,” sponsored [...]
Earlier this week, we released our 2011 Annual Report in an interactive format available online at thomsonreuters.com. Along with information on the company’s financial performance as well as business unit overviews, this year’s annual report contains a variety of dynamic content including interviews with our new business leaders as well as stories of how we [...]
We’ve got a great episode for you this month, kicking off with our “Chaos in the Courts” segment that, believe it or not, is yet another story about the Heart Attack Grill in Las Vegas. Since our March podcast, another person has fallen victim to the establishment’s trademark bypass burger.
Then in our “On the Blawgs” [...]
