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Law Firm Marketing Brief
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- Leading Your Horse to Water. The ABA Journal has an interesting story this weekabout a start-up law firm's attempt to get off the ground with a subscription pricing model designed for business clients. The firm founders thought a subscription model would appeal to their target market of tech companies since they would likely already be familiar with subscription pricing from other key vendor relationships. Even so, the lawyers discovered their target clients were initially resistant to the idea, and preferred to start with hourly or project based billing. The key takeaway from their experience seems to be that establishing trust comes first before you can get clients interested in trying something new and different, although once that trust is established, subscription pricing becomes an attractive way to forge a strong long-term relationship.
- Not Just Lip Service. The initial data shows pretty convincingly that law firms can dramatically increase the diversity of their management teams by adopting and adhering to the Mansfield Rules, as promoted by the Diversity Lab. From 2017 to 2019, the first cohort of large firms to adopt the Mansfield Rules apparently made 30 times more progress in achieving their diversity goals than non-adopting firms. Registration is now open for firms interested in signing up for the Diversity Lab's Mansfield Rules certification program.
- Opportunity in Crisis. This article by Jennifer Carr caught my attention this week. She highlights the efforts of a dozen law firm marketing professionals who found ways to significantly improve client service during the lockdown. For the most part, these efforts involve doing a better job on basic blocking and tackling, as opposed to big ticket, tech driven initiatives. In any case, it's a great source of ideas to help spark creative brainstorming in your marketing department.
- Faster, Cheaper ... Better.
A new alternative dispute resolution platform has just launched called New Era ADR, hoping to build on the growing interest in virtual adjudication thanks to our year in lockdown. Bob Ambrogi considers the long history of online ADR and suggests the time may finally be ripe for this idea. You can see similar efforts at streamlining the delivery of legal services everywhere you look these including this initiative out of the UK to move the legal market towards adoption of a standardized form of NDA agreement. You really have to wonder what will keep all the first year associates busy without the endless bickering over NDAs?
 - Better Call Saul or Whomever. On the consumer side of the market, there's a number of initiatives underway to lower the cost and provide new channels for access to legal services. One of the first fruits of regulatory reform in Utah is the launch of Law on Call service which allows consumers to have their basic questions answered by a lawyer for a monthly subscription fee of $9. Meanwhile, in the UK there's a new app called Law 365 (which has already signed up 160 law firm clients) that provides consumers and businesses with a free 30 minute consultation with a lawyer who is matched up to their needs. It seems as if the confluence of regulatory reform and proliferating technology may at last be ushering us into a period of active market experimentation. With California getting closer to its own regulatory reform, the pace of experimentation may soon quicken.
- Sprucing Up Your Next Multi State Survey. Here's a new tool that might help put you legal team on the map by creating livelier presentations. It's an easy way to incorporate maps into a slide deck for purposes of summarizing multi-jurisdictional legislation or legal trends.
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PinHawk Microsites
- Your Clients Are Not Stupid; Stop Rate-Hiking as if You Think They Are, Yvonne Nath - LawVision
- Culture as a Competitive Advantage, Silvia Coulter - LawVision
Legal Business in Brief
- NFL-based rule sees law firms boost leadership diversity at a faster pace than peers, Global Legal Post: Big Stories, April 19, 2021
- Law firms still struggling on gender equality, according to US study, Global Legal Post: Big Stories, April 14, 2021
- How one firm is trying to convince technology clients to embrace subscription pricing, ABA Journal - Legal Rebels, April 15, 2021
Innovation
- Litera Acquires Clocktimizer, Rounding Out Its Firm Intelligence Business, Robert Ambrogi's LawSites, April 14, 2021
- New video: How to create a culture of innovation within a law firm, Legal Executive Institute: Blog, April 20, 2021
- 160 firms sign up to consumer app aiming to transform access to lawyers, Legal Futures, April 14, 2021
Tips, pointers and presentations
- Map Engine Visually Charts the Legal World, Artificial Lawyer, April 21, 2021
- Boutique Law Firms: What They Are and Why You Should Run One, Clio Blog, April 14, 2021
- Best Email Marketing Software for Lawyers, Clio Blog, April 16, 2021
Portable Business
- Ashurst targets Australia's 'powerhouse' renewables sector with trio of senior Baker McKenzie hires, Global Legal Post: Big Stories, April 14, 2021
- Linklaters hires private equity partner from Freshfields to boost Paris M&A team, Global Legal Post: Big Stories, April 15, 2021
- Weil Adds Tax Partner Hillel Jacobson in New York, Weil Gotshal, April 14, 2021
Law Firm Memos
- Proskauer Releases 2020 Analysis of Private Credit Deal Terms, Proskauer Rose, April 15, 2021
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Legal Marketing
- Opportunity in Crisis: Innovative Ways Law Firms Are Stepping Up Client Relationships, Attorney at Work, April 19, 2021
- Relationships Creating Commerce: How to Get the Most Out of Professional Networking and Referral Groups, Jaffe PR Blog, April 20, 2021
- No One Listens Anymore — But Who Really Cares?, The Mad Clientist: BTI's Blog, April 14, 2021
Digital Marketing
- 5 Ways To Create Lasting Connections in Your Virtual Event, Marketing Insider Group, April 19, 2021
- 7 Tips to Improve Your Content Strategy, Business 2 Community, April 18, 2021
- Numbers and Facts You Need to Know About Audio Content in 2021, Business 2 Community, April 16, 2021
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Companies and Products in the News
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General Counsel Moves
- LVMH Names New General Counsel in Legal Leadership Refresh - Law.com, (General Counsel), April 16, 2021
- Silk Road Medical Appoints William Hill as General Counsel - Yahoo Finance, (General Counsel), April 16, 2021
- Silk Road Medical Appoints William Hill as General Counsel - GlobeNewswire, (General Counsel), April 15, 2021
Podcasts and Webinars
- World of Marketing 87: How One Lawyer Automates His Whole Business, Law Firm and Attorney SEO and Internet Marketing, April 16, 2021
- On LawNext: Digital Contracting and the Future of CLM, with Ironclad CEO Jason Boehmig, Robert Ambrogi's LawSites, April 19, 2021
Marketing and Editorial Jobs
- Recruiting Coordinator, For the Miami Office of a Growing National Firm, April 15, 2021
- Human Resources Manager, For the New York Office of a Boutique Litigation Firm, April 15, 2021
- Lawyer's Website, Pasedena, AZ - Content-Creator (classification up to writer, $18 p/h), Law and More, April 19, 2021
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_____________ The Law Firm Marketing Brief is the newest addition to the Pinhawk family of newsletters for the legal market. As the pace of competition and innovation in the legal market continues to accelerate, marketing issues are now front and center in shaping the future of the profession. This newsletter is designed to serve the needs of marketing professionals in law firms of all sizes, as well as practicing lawyers who are actively involved in marketing and business development initiatives, by providing a weekly briefing on the marketing ideas and trends that are driving the transformation of the legal industry. Joe Lamport, Editor.
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Joe is a former practicing lawyer who has been a pioneer in the field of digital marketing for lawyers. He is the founder of the marketing consultancy, The Practice Platform. Free Subscription
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