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2007 Leigh Dance
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Local & Regional Marketing in a Global Firm
Asia Challenges & Opportunities
E. Leigh Dance, November 2006
Marketing at the Individual, Office,
Practice & Firm Levels
Five questions:
 Who are our target clients – specific buyers?
 What do they want?
 Who else has what they want?
 What do we need to build to deliver what they want?
 What are the best ways to prove to them that we have what
they want?
[email protected] – [insert date]
Platform: Marketing & communications
[email protected] – [insert date]
Business development: actively
competing for client work
Marketing and communications
[email protected] – [insert date]
Client retains you
Business development
Marketing and communications
[email protected] – [insert date]
Teamwork for effective business
development
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One-firm firm, one marketing team
Agree on a plan and follow it
Communicate consistently and in timely fashion
Involve Core managers
BD liaisons/champions
Operations
Leadership - management is a contact sport
[email protected] – [insert date]
Developing rainmakers
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Draw on headquarters support and build your own
Data, materials, precedent, sizzle
As much on desktop as possible
Make it easy for lawyers to market
Educate
Build brand awareness within the organization
What do we sell and to whom
[email protected] – [insert date]
Visibility in Your Local Market
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Building the brand: targets need to know who you are
Public relations – media visibility
Client outreach programs
Community involvement
Gather market intelligence and benchmark
Understand client needs on a market by market basis
[email protected] – [insert date]
Fundamentals of law firm marketing
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Build reputation
Define and repeat core firm messages
Define and repeat core messages in priority areas
Usually rely on central management, local execution
Prioritize and be selective
Lawyers must be the drivers of any significant push
[email protected] – [insert date]
LOCAL ISSUES
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Lots of noise in the market: differentiate
Buyers may not always be clear: build data
Language issues are complex
Very little remote understanding of local market and
opportunities
 In-house law departments rapidly changing
[email protected] – [insert date]
Opportunities
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In-house lawyers want help with regulatory understanding
In-house lawyers want help with running a better dept
… help with compliance
… help with processes for risk management
… help with consistent reporting and budgeting
How can you organize your client development and your service
delivery to respond to these needs?
[email protected] – [insert date]
Local & Regional Marketing in a Global Firm
Asia Challenges & Opportunities
E. Leigh Dance, November 2006
[email protected] – [insert date]