Most people eagerly anticipate March's arrival. The days get warmer, the cherry trees begin to bloom, the sun still shines in the late afternoon when the workday is over and you can hear birds chirping for the first time in months. For me, however, I associate March with the basketball court, the swish of a three point shot gliding through a net and the frenzied atmosphere of sports bars. It's March Madness time!
GUEST BLOGGER: Debra Baker, Principal - Legal Vertical Strategies
My first job in legal marketing was as a “writer” for Heller Ehrman. They wanted someone with a law degree who could work with the attorneys to strengthen their messaging. At the time I was a senior writer for the ABA Journal and was doing pro bono work on the side. The fit seemed perfect.
GUEST BLOGGER: Kimberly Alford Rice, President - KLA Marketing Associates
How wise would it be to leave on a road trip without programming your GPS first with the “end location” or without Google driving directions? Not very wise, but that is essentially what law firms do when they spend on marketing without a written plan and annual budget.
We hear it all the time in blogs, white papers, newspaper articles and from industry experts. “….marketing budgets continue to be slashed, programs are being dropped and marketing staff are being laid-off.” This creates the challenge of strategically choosing the marketing tactics that make the most sense for your firm and your brand.
I was playing Scrabble the other day and it dawned on me that the same strategies I used while playing are applicable to the development of a marketing strategy for a client. In Scrabble, you have to create words with letters selected at random. You have to manage them carefully and decide which placement gives you the best competitive advantage. You might not always start out with the letters you want, and sometimes realize you are short one letter needed for the perfect word, but, in the end, your goal is to earn the most points with the tiles you have.
Would you build a white picket fence around your beautiful new home without knowing the dimensions? Let me answer the question for you – “most likely, no”. You would never cut corners building a home. Having a sound structure that is functional and keeps your family safe is essential, right?
GUEST BLOGGER: David Grenham, Director of Client Services & Marketing - The Ferguson Group
We all get busy with a multitude of marketing tasks, but it’s important to find ways to step back from all the deadlines and think about bigger picture issues that affect our businesses. For me one of those issues is trying to remember the important role that client service plays (or should play) in most every major marketing decision I make during a work day. Ideally I try to always ask myself: