Date post: | 21-Jun-2015 |
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Who Knows What the Clients Want?Who Knows What the Clients Want?The Lawyers or the Marketers?The Lawyers or the Marketers?
Who Knows What the Clients Want?Who Knows What the Clients Want?The Lawyers or the Marketers?The Lawyers or the Marketers?
Dona Stohler
Melissa Proffitt Reese
Dona Stohler
Melissa Proffitt Reese
Dona StohlerDona StohlerDona StohlerDona Stohler
Been with Ice Miller 6 years. 17 years of experience in service marketing 10
of which were in health care marketing. Undergraduate degree in business administration
and MBA.
Where We StartWhere We StartWhere We StartWhere We Start Marketing Person
Tends to be an extrovert Big picture Can party all night Understands colors, images
and sounds Prefers to never be in the
office Casual dress means jeans, flip
flops, and a t-shirt
Lawyer Tends to be an introvert Loves the details Frequently works all night Understands words no one
else can pronounce Is often stuck in the office Casual dress means no tie for
a man and a tailored pant suit for a woman
In The Big Divide
The Work That Needs To Be Done:
Keeping the Client Happy and
Bringing in New Clients
Layer on ThisLayer on ThisLayer on ThisLayer on This
Clients
CEO
GC CFO
V.P. HR
Who Knows What the Client Wants?Who Knows What the Client Wants?Who Knows What the Client Wants?Who Knows What the Client Wants?
Our Mantra Ask the clients!
How We Got ThereHow We Got ThereHow We Got ThereHow We Got There
September 2001
Attorney: We don’t need to askour clients what they want.They don’t know what they want.
December 2001Advisory Board
Attorney: Who said that!!??
January 2002Presentation onPositioning
Attorney:That’s the first timeI’ve been comparedto a hamburger. But Iknow now that I want to be a steakburger.
How We Got ThereHow We Got ThereHow We Got ThereHow We Got There
February 2002First time focus groupsused to test ad concepts
Attorney: I liked the one with the cartoons, but the clients likedthe other one better, so I guessthat is O.K. with me.
June 2002First in-houseclient panel
Attorney:We need to dothis more often.
November 2002Web site re-design
Attorney:I think of you as the“pain lady.”
How We Got ThereHow We Got ThereHow We Got ThereHow We Got There
September 2003Client interviewpilot begins
Attorney:How did you findout about all this?
Process entrenched
Attorney:Did we ask the client?What research did we do?Can we get a group of clientstogether and talk about this?
Repeat it all again and again.
How We Work TogetherHow We Work TogetherHow We Work TogetherHow We Work Together
Marketing/Bus. Dev. Know how to talk about
it Know how to focus on
the clients perceptions Know what is “news
worthy” Can spin it to make it
unique Loads the gun and fires
Attorneys Know the legal work Know the clients’
personalities and organization
Know what is “new” Can speak the truth Identifies targets
Melissa Proffitt ReeseMelissa Proffitt ReeseMelissa Proffitt ReeseMelissa Proffitt Reese
Served as the firm’s managing partner from 2004 to 2006.
Chair of practice development and a member of the firm’s strategic planning committee and personnel committee.
Co-chair and partner in the firm’s employee benefit practice area.
Examples of Collaboration Between Attorneys and Examples of Collaboration Between Attorneys and Marketing/Business Development ProfessionalsMarketing/Business Development ProfessionalsExamples of Collaboration Between Attorneys and Examples of Collaboration Between Attorneys and Marketing/Business Development ProfessionalsMarketing/Business Development Professionals
MarketingCommunicationsAnd Branding
Business ExpansionAnd Prospecting
Client Service
DiversityAttorneys can speak the truth. Marketing can spin It to make it interesting.
Industry RoundtablesAttorneys identify the targets.Business Development loadsand fires the gun.
Client InterviewsAttorneys know the client’sorganization. ClientService focuses on client perceptions.
Client Interviews (Client Service)Client Interviews (Client Service)Client Interviews (Client Service)Client Interviews (Client Service)
Collaborative Work Meet as an internal team to review relationship and
identify issues Business Development: Does the interviews with
the clients Reports back – Action plan developed
DiversityDiversity (Marketing/Public Relations)(Marketing/Public Relations)DiversityDiversity (Marketing/Public Relations)(Marketing/Public Relations)
Collaborative Work What do we have in place? What will make this news? Where and how can we communicate it?
Strategic PlacementsStrategic PlacementsStrategic PlacementsStrategic Placements
Article on commitment to diversity Working Mother: Best Places for Women Minority Law Journal Scorecard Diversity Ad Diversity information on Web site along with
video Included in RFPs and marketing materials for
prospects
Roundtables (Business Development)Roundtables (Business Development)Roundtables (Business Development)Roundtables (Business Development)
Collaborative Work What are the industries where we want to grow? What is the right mix of clients and prospects? What do we hope to learn? What are the follow up items? What are the next steps? Did we get additional new work?
Advice From the JourneyAdvice From the JourneyAdvice From the JourneyAdvice From the Journey
Hope is not a strategy. This takes work, commitment, and mutual respect.
It doesn’t happen quickly. Start with small pilots and gradually move into the firm mainstream.
Supportive firm leadership can never hurt, but also no one will argue with success if you can prove it. Get someone to support something and get going!
Dona’s Best AnalogyDona’s Best AnalogyFrom a USLFG ColleagueFrom a USLFG ColleagueDona’s Best AnalogyDona’s Best AnalogyFrom a USLFG ColleagueFrom a USLFG Colleague
“We must all be people who have an unusual desirefor a challenge, or we all come from dysfunctional familiesand we think this is normal.”
QuestionsQuestionsQuestionsQuestions