By Nancy Roberts Linder of Nancy Roberts Linder ConsultingMarketing an intellectual property and patent practice is all about focusing time and
resources on initiatives that work -- meaning those activities that have proven visibility building, client
development and client relationship management components. Lawyers have a variety of
choices when it comes to effective marketing activity -- the most popular of which are highlighted
below.
Activities That Really Work
#1 Client Feedback Programs. Feedback programs are
used to manage existing client relationships by allowing you to measure and evaluate client
expectations as they compare to yours. In addition, by asking your clients for feedback, you
have an opportunity to nip problems or misperceptions in the bud before it is too late and the business
goes elsewhere. It takes much less effort, time and dollar investment to ask your clients for
constructive feedback, than to lose the business and develop a new client (or two) to fill the
void. This is a "must have" component to any IP practice marketing plan.
#2 Organizational Involvement. An ideal networking tool,
organizational involvement really works to develop business and build credibility and exposure for your
practice. The keys to being successful in this activity are (1) selecting the right group, which
should be comprised of clients, potential clients and/or referral sources, and (2) involvement in the
group, whether it be on a committee, board or task force level. The two most visible committee
positions in any organization are membership and programs -- and although these positions can be a
lot of work, they offer the best opportunities for networking and cultivating contacts.
#3 Presentation Making. Speaking at a firm or
professional organization seminar offers excellent opportunities to develop business and maintain client
relationships by allowing you to demonstrate your knowledge on a particular subject and
"connect" with an audience of potential clients or referral sources. If you enjoy
having an audience (and you have learned and practiced effective presentation skills), this is one of my
favorite activities for bringing business in the door.
#4 Internet Presence. The Internet provides two forums
for client development, relationship management and visibility enhancement -- law firm websites
and other legal oriented sites that offer paid listings. Websites have revolutionized the way
practitioners in firms of all sizes market and communicate their services. A law firm website
offers unparalleled flexibility in communicating and demonstrating experience and knowledge -- and
has in many cases replaced printed brochures. Portals and other legal content websites offer
visibility for firms that do not want to support their own website, as well as for those that do.
#5 Article Writing. Writing articles is an excellent medium
to position yourself as an “expert” on any subject on which you write. There are
countless places to publish your articles including trade magazines, association publications,
newsletters, journals, local newspapers, as well as your firm’s website. Always remember
to obtain reprints of your articles (if published by a third party) and use them as another way to
communicate with your clients and contacts.
#6 Newsletters. The best newsletters, and the ones that
are read by the recipients, are those that are short (1-4 pages) and describe the effect specific laws or
legal issues have on the reader’s practice and/or business. You can also use newsletters
as a way to communicate the things that are going on within your firm or practice, such as events at
which you are speaking, appointments to boards and the like.
#7 Notes and Cards. The simple act of sending a note or
card is a great way to keep in touch with your clients and contacts on an annual basis. Notes and
cards should be signed by hand (no rubber stamps please) and include a short personal
message. Any opportunity to personalize greetings goes a long way to keeping contacts thinking
of you, as opposed to your competitors.
#8 Advertising. For an established or newly formed
practice, advertising is the primary way to build "brand" visibility and get known for a
particular practice scope or "expertise." But for advertising to be truly effective, it
has to be positioned in the right type of publication (those read by your clients, potential clients and/or
referrals sources) and has to be frequent. Due to these parameters, advertising is one of the
least used effective activities because of the expense involved.
Ineffective Activities
There are really two ineffective marketing activities that are worth mentioning:
Direct Mail. The practice of law is the only professional
service industry today that has rules on how a client can be developed. While rules of
professional conduct in each state have been designed to protect consumers of legal services, these
rules restrict specific activity by all lawyers, regardless of the type of clients they are pursuing.
Additionally, direct mail typically has a low response rate because it is hard to predict the exact
time a legal need will occur. Thus, direct mail for most lawyers, including IP practices, is one of
the least effective client development tools.
Directories. There seems to be a new directory targeted
to law firms being published every year. Many of these directories offer free initial listings, but
beware of future costs that can range into the hundreds or even thousands of dollars. While
directories do provide exposure opportunities in specific target markets, they typically are a low return
promotional tool. The Internet provides more cost-effective solutions. A good rule of
thumb for deciding on what directory to participate in is to ask your clients and contacts what
directories they find valuable and use on a consistent basis.
Nancy is the Principal of Nancy Roberts Linder Consulting, a law firm business development
and client relationship management consulting practice, located in suburban Chicago. She can be
reached at (708) 482-0760 or via e-mail at nrl@nrlinder.com.
