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LMA Tech Conference 2012 Integrated Marketing

Tel: 1-847.HEADLINE ross@fishmanmarketing.com © 2012 Fishman Marketing, Inc.

“The Panacea Problem”

�� Pan-a-ce-a (n) a single solution for all problems –�When all you have

is a hammer� �� “You know what would

solve your marketing problem?” –� “Whatever product

my company sells.”

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“{This} is going to change everything!”

�� 1978 – AZ vs. Bates –� Advertising

�� Which begat� –� Business cards –� Public relations –� Brochures –� Newsletters –� Seminars –� Speeches –� RFPs

�� New online tools –� Websites –� Blogs –� LinkedIn –� Facebook –� Twitter –� Quora –� AVVO –� JD Supra –� SEO –� PPC –� Etc.

A Consultant for every tool and technique

�� Sales –� Strategy –� Training –� Coaching –� Research –� RFPs, proposals –� Technology –� CRM –� Competitive intelligence –� Client interviews

�� Marketing –� Strategy –� Training –� Websites –� Blogs, microsites –� Social Media –� SEO, AdWords, PPC –� Branding –� Advertising –� Public relations –� Design –� Brochures –� Promo items –� Etc.

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“Should we advertise?”

Q: “We have a complex litigation practice. Should we advertise?” A: _____________ I don’t know! �� What type of litigation? �� Who’s your target? �� What’s your budget? �� What else are you doing? �� What’s already working?

Do one thing

�� Do one thing –�Do it great –�Make sure it works –�Move to the next tool

�� What do you do if you only have enough money to do one thing well? –�Do just one thing!

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“Work Backwards from the Budget”

�� What tool(s) should we use? –�What’s your budget? –�What are your revenue goals?

�� Who are your targets? –�Demographics? –�Local, national, or international? –�Traditional or online? –�Old or young?

How big is your audience?

�� What’s the SIZE of your audience? �� How many total people? –�Do you have their contact info?

�� What do they do / read? –�Small, focused publication? –�Advertise or direct mail? –�Crain’s or flowers?

�� Where do they go? –�Narrow trade association?

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Nothing works. Everything works.

�� They’re just tools. –�Do brochures still work? �� They can.... �� Glossy or just-in-time via website? �� Is it the best way to convey your message?

�� It’s not about any particular tool –� It’s the synergy you can generate –�How many ways / times can we hit them? �� How effectively will we be able to do it?

Start with Strategy

�� Then message �� Then create the PR hook –�Manufacture impact inexpensively –�Create proactive PR

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Think “Cheap and Impactful”

�� Inexpensive, easy additions �� Online tools, e.g. SEO –�Use LinkedIn strategically –�Edit individual profiles for Google

More creative is cheaper

�� Every dollar counts. �� How can you tell your story better?

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Divorce

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Text here.

www.bcfamilylaw.caMACLEAN Estate Litigation

Is this:a family petthe beneficiary of your father’s entire estate

Text here.

www.bcfamilylaw.caMACLEAN Estate Litigation

Is this:a family petthe beneficiary of your father’s entire estate

Estate Litigation

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Tools

�� Firm website –�Plus five microsites �� Family, PI, Estate, Criminal�

–� Four languages each �� SEO

–�Print ads �� Industry, ethnic pubs

–�Direct mailers –�Public relations –�PSA’s –�Billboards –�Articles

Available for license.

$350 including production.

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Available for license.

$350 including production.

Available for license.

$350 including production.

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Big firms

�� Focus your strategy and targets –�Big brand AND small / focused campaigns –�Big-budget items and cheaper items �� Advertise if it’s the right tool �� Big impact quickly

Small firms

�� Own one thing �� Select: –� Industry –�Audience –�Trade assoc. –�Style –�Referrals

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Small firms

Buzz building

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Lawyer trade shows, banners

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The Three-Month Shock-and-Awe Action Plan

The plan:

�� Four phases –�Start-up �� Develop strategy, message

–�Aggressive launch �� Growth

–�Achieve critical mass –�Maintenance

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The three-month plan:

�� How do you become a guru? –� Web site –� Blog –� E-newsletter –� Aggressive PR campaign –� SEO and PPC –� Produce information products –� Write articles –� Write a brochure –� Speeches, seminars –� Advertise –� Directories

Aggressive front-loaded roll-out

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55

1100

JJaann MMaarr MMaayy JJuull SSeepptt NNoovv

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00

55

1100

JJaann MMaarr MMaayy JJuull SSeepptt NNoovv

Aggressive front-loaded roll-out

Conclusion

�� Identify your message �� Develop integrated plan �� Stand out, be as bold as you can be �� Select tools strategically �� Execute aggressively, repetition –�Creative is better –� Include laterals, legal community

�� Watch the revenue increase

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Good luck!

Tel: 1-847.HEADLINE ross@fishmanmarketing.com © 2012 Fishman Marketing, Inc.

Fishman Marketing, Inc. 1356 St. Johns Ave Highland Park, IL 60035 USA Tel: 847.432.3546 (847-HEADLINE) ross@fishmanmarketing.com www.fishmanmarketing.com

Called “one of the country’s leading experts on law !rm marketing” by Lawyers Weekly USA, Ross is known as one of the legal profession’s most innovative marketers and strategists. As CEO of Fishman Marketing, Inc.,

he helps law !rms dominate their chosen markets and generate signi!cant revenue. Often hired to overhaul a !rm’s message, brand, or website, he is best known for strategic marketing plans, di"erentiation and positioning; and the development of the profession’s most cutting-edge marketing materials. Even in today’s recessionary economy, Fishman Mar-keting’s clients continue to grow, in size and pro!ts.

Ross was a commercial litigator from 1985-90 before moving to Winston & Strawn to practice marketing full-time, later becoming Marketing Partner of Unga-retti & Harris. Called “the creative mind behind a host of law !rm campaigns that have rede!ned the !eld” (San Jose Business Journal), Fishman Marketing has launched e"ective campaigns for nearly 100 !rms from Istanbul to Iceland. FM campaigns have received dozens of international marketing awards, including the LMA’s grand prize, the Best of Show award, !ve of the ten times ever presented. FM campaigns also received one of Inc. magazine’s ten Marketing Masters awards for “brilliant and successful” marketing campaigns. Recipient of a peer-selected LMA

1998 Lifetime Achievement Award, Ross was the !rst legal marketer inducted into the LMA’s Hall of Fame. Known for his “educational and entertaining” presenta-tion style, he has conducted more than 250 !rm retreats and training programs on !ve continents, from Toba-go to #ailand — including once presenting on three continents within 24 hours. A Fellow of the College of Law Practice Management, Ross has written over 250 bylined articles, including !ve monthly columns, and has sat on the editorial board of !ve national magazines.

An active LMA member since 1990, Ross has been the Vice President, a member of both the Strategic Plan-ning and Best Practice Task Forces, and chairman and moderator of seven consecutive QuickStart conferences, later creating and hosting “Just JDs,” LMA’s !rst full-day program exclusively for lawyers. He has been hired as the marketing expert witness in two precedent-setting branding- and social media-related lawsuits.

A 1986 member of the federal Trial Bar (N.D. Ill), he received a B.A. in Speech Communications, cum laude, from the University of Illinois, and his J.D. from Emory Law School.

ROSS FISHMAN, J.D.

“Ross has a stronger sense of what will create ‘buzz’ than anyone else in the market.”

Rick Klau, Google, Inc.

“Ross was going to win in so many categories that LMA created the ‘Best in Show’ so he’d win one grand prize

instead of nearly all the trophies”LMA’s “In The Loop,” Fall 2009

“Ross is a litigator-turned-marketer whose company offers branding services IVL�QLMI[�\W�TI_�ÅZU[�º