By Nancy Roberts Linder of Nancy Roberts Linder Consulting
Marketing 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) involve...