(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance Leigh Dance The reproduction, modification, or distribution by whatever means of the whole or any part of this presentation (including, without limitation, all images, logos, graphs, charts and quotes) is strictly forbidden without specific written permission from the author.

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Cutting Edge Marketing Strategies of US Firms Whats Hot & Whats Not Leigh Dance ELD Project Marketing Intl, Inc. PSMG London - 10 Nov. 1999

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Todays Talk Branding Sales Training Sales Coaching Client Competitions Proposal Prep Collateral Electronic media Targeting Database marketing Advertising

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Elements of Success Today: More creative and aggressive marketing Client feedback and client research More direct/intimate messages and delivery methods Measurement of results 2-step focus: marketing then sales Find something unique. Clue: it has nothing to do with how smart the professionals are

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Todays Buzzword: Everyone talks, few do it well Need help from experts Start by branding the firm Taglines - help identify what you stand for Examples: Womble Carlyle; Fenwick & West; Goodman & Carr ; Crosslin, Slaten & OConnor

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Todays Buzzword: WOMBLE CARLYLE: A bulldog named Winston - huge hit Winston playing Twister, eating ice cream - Winston wanders around barking Brochure: Come. Stay. Photos of lawyers with their friends-- their real dogs. Puns abound Lawyers look like real people, fun. All communications draw attention.

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Todays Buzzword: FENWICK & WEST: Carefully targeted advertising & industry sponsorships as well as internet marketing: firm gained rep as nations leading Internet firm 240 lawyers, 59 partners - #171 among firms, #132 in revenues, #32 in profits per partner Bring more value because we get in in a very deep way -- you can hardly tell lawyers apart from clients -- Clients pay a premium to use them

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Todays Buzzword: FENWICK & WEST: Only law firm ever in Fortune as 100 Best Places to Work Print advertising has generated cold calls: Will you take me public? Regular media stories about their wins for clients: Smart Money story - Autoweb

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Todays Buzzword: GOODMAN & CARR: Sassy, for US audience - HARD WORKING LAW You got a problem with that? Launched brand at ABA meeting in Toronto Limos to meetings, hats and give-aways Award-winning advertising that shows results Research showed same campaign did NOT fly in Canada

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Todays Buzzword: Crosslin, Slaten & OConnor: Unique niche representing pest control industry Bug Law: We are the Bug Lawyers brochure Ads: Some lawyers dont know their ants from a hole in the ground. - fantastic client response - termite crawling around opening screen lawyers write industry articles, give speeches, seek positions in state and natl pest control industry

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Branding - Terrible Taglines: A Business Law Firm We represent people and companies A global law firm for the 21st century New Yorks Business Law Firm Good examples: Fish & Neave: Leaders in the Law of Ideas Shaw Pittman: Where Law, Business and Technology converge

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Sales Training, Sales Coaching Not just once in a career, once a year Consultative selling skills, listening skills, non-verbal and verbal communications Ongoing sales coaching Sales training often outsourced Paul Hastings - Flannery-fueled training combined with targeted presentation efforts

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Client Competitions Client loyalty interviews - in person or by phone Double or triple success rate with training and technology-driven proposal centers designed to respond quickly and effectively Rehearse, rehearse, rehearse Ann Lee Gibson: 97% record for getting firms on short list - up to $40,000 for largest, toughest proposal responses Follow-up post proposal

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Collateral Materials Less fancy brochures, more targeted industry communications and programs Less newsletters, particularly broad topic ones Our firm is very old. Were as good as the big firms only more cost effective… Our firm represents everyone, from individuals to Fortune 500 companies, in virtually every practice area (long list)… We do all of them really, really well. Recent informal survey showed that over 80% of lawyers in a firm hadnt read their own brochure.

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Collateral Materials Pillsbury Madison Sutro - map of the technology corridor in Northern Va. - clever, memorable, serves a function Tower Club is handing it out to tekkie co. clientele Haynes & Boone - huge poster to roll out branding campaign. Are You Changing? on back is firms 10Q report. Fresh and original cant throw it away, its too cool

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Electronic Media Websites: glossy brochures of the 90s, now recognized as secondary reference vehicle, recruiting Possible trend to put less on web - proprietary info to competitors (attorney bios to headhunters, etc.) Extranets: front end to service integration vehicles Client listservs: particularly for industry groups Brobeck & Latham: through Intranet, decentralize marketing materials and firm resources

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Targeting/Database Marketing Industry-focus, trade group alliances, effective sponsorships and joint programs Better manage, measure and track marketing dollars key client efforts: focus on top clients, most productive for tailored initiatives relational marketing databases are widespread, most have web access

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Whats Hot Positioning, Logos, Branding initiatives Technology applications that change service delivery and add client value Client satisfaction surveys - not written Paranoia about how the world is changing and reordering, including MDPs and Big 5 (pushed) client alerts Display advertising-- airports and train stations Client research before presentations

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Whats Hot Better AV at seminars and presentations Alumni programs Shorter, more frequent client communications More collaboration with other service organizations Highly targeted, substantive briefings or seminars Marketing leading clients and prospects back to websites Technology rules. Lawyers need to demonstrate comfort and conversancy with it, and need to market using it.

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Whats Not So Hot Glossy brochures Purposeless global firm newsletters - puff Seminars My dads got a barn, my mother makes costumes Law firm infomercials Less advertising in charity programs-- higher expectation of pay-off Quick-copy-shop approach to marketing function

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Advertising Far more widely used in US than in UK Focus on reach and frequency Research shows very effective if message communicates and ad is targeted properly Often used to communicate Brand … communicate region … communicate core practice capability Examples

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Best Consultants - Marketing Ross Fishman - Chicago Ann Lee Gibson - Southwest Deborah McMurray - Texas Norm Rubenstein - Washington, DC *** Greenfield Belser, Washington, DC Levick Strategic Communications

(c)1999, ELD Project Marketing Int'l, Inc. - Leigh Dance - 0 Cutting Edge Marketing Strategies of US Firms QUESTIONS? Leigh Dance, ELD International 391 Cobb Road, New York USA tel: , fax: