Marketing Attorney Blog

Published on: March 30, 2005

ASK THE MAM–MARKETING CONFERENCES

Dear MAM: I get something in the mail almost every day for one law marketing conference or another. Which do you attend?

Thanks for any light you can shed. Sincerely yours, D.G., Orlando, FL

Dear DG: We are obviously on the same mailing lists. I can tell you that I’ve pocketed my cash and do not even consider “conferences” like the Marketing Partner Forum (nothing more than a boondoggle and sponsor-fest) or the LMA National Conference (you would think that it might improve one year; it does not). To be a full LMA member requires a heartbeat and a dues payment, following an ill-conceived plan to self-destruct last year. There seem to be about a dozen other for-profit seminars that rarely look much better.

Published on: January 10, 2005

ASK THE MAM — LEGIT LAW DIRECTORIES

by Micah Buchdahl

Dear MAM: I recently received the following e-mail from a law directory that I had never heard of. Is it legit? Do you suggest trying it out? It read as follows:

#1 Search Result on Google

January 10, 2005 – The Law Firm Directory at http://www.MegaFirms.com is now featured as the #1 search result for “law firms” at Google.com. Since its launch in early 2004, Megafirms.com has attracted nearly 10% of all searches for “LAW FIRMS” on Google by consumers and corporate counsel searching the web for qualified representation.

Published on: November 9, 2004

All-New IMA Feature on Law Firm Web Sites in October LAW PRACTICE MAGAZINE

by Micah Buchdahl

If you are looking for the latest and greatest in law firm web site use, along with a road map to planning/spending, and a synopsis of the IMAs, visit the ARTICLE on Internethttps://www.marketingattorney.com.

Published on: November 9, 2004

Florida Pit Bull Case “Discussed” in Gorilla Marketing Article

by Micah Buchdahl

I’ve studied Florida’s Pit Bull case for a number of years, and just prior to its recent court victory over the state bar, authored a piece about the ethics of animals in law firm marketing for ALM’s Small Firm Business. Read the ARTICLE at Internethttps://www.marketingattorney.com.

Published on: October 4, 2004

Ask The MAM — CLE Ethics Programs

by Micah Buchdahl

Dear MAM: I recently caught your marketing ethics program in Pittsburgh. And it was excellent. Do you have a list of where your programs take place? Sincerely yours, H.L., Pittsburgh, PA

Dear HL: Obviously, I was going to answer this totally self-serving letter. You are correct. My programs are excellent, and I’m often a delight. In recent years, I’ve cut back on my “shows” (as I call them at home) and usually provide most programs to private audiences (i.e. in-house at law firms). However, I am active and participate in most of the ABA Law Practice Management meetings and programs-which include Annual (recently completed in Atlanta), Mid-Year (in Salt Lake City), and the section’s outstanding Fall (upcoming in Colorado Springs) and Spring (May in Orlando) meetings. I am also a regular on the Pennsylvania Bar Institute circuit (in Philadelphia and Pittsburgh), where I will present an all-new internet marketing ethics program this December. You can also catch the old version of the internet program (and get an ethics CLE credit) online from PBI Online. Thanks for the nice note. Sincerely yours, THE MARKETING ATTORNEY

Published on: October 1, 2004

Pennsylvania “Ethics 2000” Adoption Takes Effect January 1

by Micah Buchdahl

Pennsylvania’s adoption of the ABA Model Rules Ethics 2000 initiative will take effect January 1, 2005. Changes to those tricky 7.– rules regarding advertising and marketing, as well as solicitation are included. Contact the Marketing Attorney if you wish to obtain an article reviewing the changes, as they effect business development. The new rules are available to the public at the PA Bar web site.

Published on: September 13, 2004

Ask The MAM — Budgets

by Micah Buchdahl

Dear MAM: It is budget time at our firm. How do you go and ask for more marketing money? Sincerely yours, Cynthia L., San Francisco, CA

Dear Cynthia: First, make sure you ask about your salary increase. Worry about the firm budget later. The most important thing is to provide a concise overview of the previous year(s) spending and how it impacted the firm. I’m not talking about pure ROI, but simply showing what you spent and what you got. I also always assume that I will not get everything I need. So, break down and prioritize-showing everything you must have, would love to have, and in a perfect world would have. Let them see the menu and choose. If you do it right, they should give your budget a bump. Sincerely yours, THE MARKETING ATTORNEY

Published on: August 30, 2004

Ask The MAM — Logo Design

by Micah Buchdahl

Dear MAM: We are a small firm. How much should we spend on getting a logo designed? Sincerely yours, Ellen M., San Diego, CA

Dear Ellen: I’ve worked with firms on logo/brand development budgets that range from $199 to tens of thousands of dollars. You need to keep a few things in mind – this is your identity (so if it looks cheap or chintzy, so do you); it should last forever, or close to it (Sears just changed its logo for the third time in about 120 years); keep in mind when and where you will use it, and how much it will cost to replicate; have outside forces help you (you are too close to the action); and make sure the decision-making process includes multiple people within the firm, possibly clients, your marketing team, and the logo design people (who generally know design, not how it incorporates into your business model and strategies). Also keep in mind that most law firms do limited advertising, meaning that the chances of a symbol or too-clever graphic being truly branded is slim and usually none. During a recent logo exercise, I asked a senior partner which law firm logo-anywhere in the world-was his favorite. He said that absolutely none came to mind. I told him his answer was correct. Sincerely yours, THE MARKETING ATTORNEY

Published on: August 23, 2004

Buchdahl Featured in NLJ Article on Ad Rules

by Micah Buchdahl

In case you missed it, today’s edition of the National Law Journal features a front page article on “State bars revamping ad rules” by Leigh Jones. The article includes opinions from Micah, along with examples from his ABA Annual Meeting CLE on advertising ethics, and colleague Tom Spahn, the McGuireWoods and Virginia state ethics guru.

Published on: August 16, 2004

Ask The MAM — PUBLIC RELATIONS EFFORTS FOR LAW FIRMS

by Micah Buchdahl

Dear MAM: We are putting together a marketing plan and budget for next year. How important is public relations in the overall scheme of things? Sincerely, Monica S., Arlington, VA

Dear Monica: I have preached for many years that PR is one of the most underutilized and valuable components in any business development arsenal. Now, I have a slight bias in that I started my professional career as a public relations person–long before law school came calling. However, I’ve always argued that a strong PR effort will have a greater impact than any advertising or promotion–be it print, electronic, speaking or otherwise.

While good PR still ends up costing some coin, in the long-term it allows for some level of ROI (i.e. is our firm getting play? Did a press matter generate a lead?) for evaluating whether your effort is successful. The flip side is that truly good PR takes some time. The company that offers quick hits is usually more “fly by night” than those that put training, strategy, preparation and proper placement into play.