WEDNESDAY, SEPT 26
1:00 - 1:10 PM: Introductions
1:10 - 2:15 PM: Session 1
2:15 - 2:25 PM: Break
2:25 - 3:25 PM: Session 2
3:25 - 3:35 PM: Break
3:25 - 4:35 PM: Session 3
4:35 - 4:45 PM: Wrap Up
6:00 PM: Welcome Reception
1:10 - 2:15 PM
Client Service – Inside and Out
Levitica Lee Watts, Chief Marketing Officer, Smith, Gambrell & Russell, LLP
"Everything rises and falls on leadership..." — John Maxwell
Providing excellent client service is critical in our world today. In the legal industry, it is often one of the only ways to differentiate our firm and legal services. Not only is client service valuable and necessary externally for our clients and referrals, it is also necessary internally. Often excellent client service is not being implemented and valued because there is a lack of focus on amazing client service internally. Attorneys are not viewing and considering each other as potential sources of new business and potential clients.
Our firm has devoted time, energy and strategy to raising the level of client service internally and externally. I will share why client service is both important externally and internally, as well as, five ways to help your firm move toward providing better client service internally and externally. Internal client service helps with cross-selling, as well as helping junior associates grow professionally, brand themselves and gain more work from senior partners. I will emphasize why client service in the legal industry is so important. In addition I will provide five ways firms can create and promote excellent client service, both externally and internally. I will share some of the challenges, lessons and successes our firm has faced as we continue on this journey.
Mark Beese, President, Leadership for Lawyers LLC
What skills do leaders in marketing, business development and management need to have to initiate and sustain change in a law firm environment? How do people deal with change differently? What are some proven strategies for bring people on board with a new idea, program or way of delivering legal services? We'll look both the psychology of change and practical tips for moving change along in law firms. The old adage, "If it moves, it's marketing!" applies to change too.
Humanity isn’t a Trend: It's the Key to Digital Marketing and Branding Success
Terry Isner, CEO/Owner, Marketing and Branding, Jaffe PR
Emotion is the next big thing in digital marketing and it’s time to share your lawyer’s human side of genius. We need to humanize our marketing and branding efforts, people want to hear from people, connect with people, collaborate and share with other like-minded people. An emotional connection is where brand loyalty begins. We have to always remember that no matter what form of technology we use that there is always a person on the other end looking for something… most likely your help.
This program will look at how the technology revolution moved us from slogans and selling to stories and self-expression and why it’s forcing us to empathize and humanize legal marketing. Discuss how technology not only changed the branding and marketing game, but how it improved it by fostering an emotional connection with audiences and communities. Rethink and reimagine the use of email, blogs, your website and social media with a human first, always, approach.
- Understand how human nature and an emotional connection are driving the way we market.
- Identify the human characteristic that we need to apply to our content and digital marketing campaigns.
- Review and rethink the different forms of technology and digital tools and how we should use them in a human first marketing strategy.
- How technology creates a brand culture of sharing and engaging.
2:25 - 3:25 PM
How Your EQ Could Outweigh Your IQ: Leveraging Emotional Intelligence for Optimum Leadership
Richard Bracken, Business Development Manager, Stinson Leonard Street LLP
A concept that routinely is brought up in leadership and performance discussions, emotional intelligence is a key to unlocking your personal growth and the direction your company could go. Rich will define and discuss the implications of conscious improvement in the four main elements of emotional intelligence: Self-Awareness, Self-Management, Social Awareness and Relationship Management. In this presentation, he will discuss several real scenario examples of how certain behaviors might have you patting yourself on the back calling yourself "#1 Boss" while the effect may have great employees opening up job searches. Rich will provide critical strategies to get the best out of your company and your individual happiness by getting the best out of yourself.
- What is Emotional Intelligence (EQ)?
- What are the daily benefits of a high EQ?
- How will a high EQ improve my career?
Artificial Intelligence: Innovation through Implementation
Adam Severson, Chief Marketing & Business Development Officer, Baker, Donelson, Bearman, Caldwell & Berkowitz, PC
Meredith Williams-Range, Chief Knowledge and Client Value Officer, Shearman & Sterling LLP
Best Practices for Filming Video Content Using a Mobile Phone
Christina Hammond, Founder and Director of Business Development, Producify
Joe Hammond, Founder and Creative Director, Producify
- The audience will be able to film their own videos on their smartphone before walking out the door. They will also have our assistance in determining the best social channels to use to reach their target audience.
- We will provide links to the following infographics: 7 Tips for Filming on your Smartphone, the Types of Videos to Create for Your Target Audience, and the Top 8 Questions to ask during an Interview.
- The session will be interactive by taking the audience step by step into creating their own videos. We will discuss their audiences and how to find them on social media. We will also provide tips that can instantly be implemented on their YouTube channels.
- We will provide links to infographics as stated above and links to videos with more tips for using videos for business development and marketing their firm. We will also provide a worksheet to support their analysis of their current video usage and content.
3:25 - 4:35 PM
Pathways to Your Best Career
Toni Wells, Principal, Bespoke Marketing Partners LLC
Ashley Tenney, Manager, Corporate Practice and Business Development, Dentons US LLP
Stephanie Hinrichs, Director of Client Service, Womble Bond Dickinson (US) LLP
Legal marketing is a field that is ever evolving and offering new opportunities at every turn. The profession has grown and given way to opportunities, not only in traditional marketing and business development, but also communications, public relations, events, and technology. Legal marketers have also gone on to forge new career paths in practice management, pricing, sales and client account management. This interactive panel, is comprised of individuals with experience working in firms of varying sizes, who have followed diverse career paths, and will help audience members gain a better understanding of how to advance their careers and the many paths available to them by having a great foundation in legal marketing. Panelists will share views on the following topics:
- Leadership characteristics
- Project management/managing up
- Sharing feedback
- Handling difficult/stressful situations
- Varying roles in the legal world
Law Firm Differentiation and the Signature Client Experience
Michael White, Principal, Edge International
Law firm differentiation through client experience innovation has been the subject of massive law firm investment and energy over the years. "Differentiation" touches upon the related disciplines of marketing, business development, and branding, but it also implicates strategy. Law firm efforts to achieve real differentiation in the market by and large have resulted in more "better sameness"- e.g., "we're client focused," "we insist on excellence," "we understand your business," etc. Being different from other law firms only matters if it benefits clients. Clients don’t consume "branding" and slogans; rather, they consume processes, expectations, methods, professional development, deliverables, applied wisdom, etc. Great professional services firms like McKinsey and Goldman Sachs are able to explain why they are different and better by pointing to their processes, expectations, methods, training, incentives, structure/alignment (i.e., inputs), as well as their deliverables (i.e., outputs) to support a "signature client experience" that is different in kind. In this session you will learn how law firms can create and apply a concrete inventory of differentiating assets that can position your firm both in the marketplace and to deliver an innovative client experience.
- Learn to help your firm achieve market place differentiation resulting in a signature client experience
- Learn to create your own firm's "playbook" of innovation and differentiation that will be put into operation by your lawyers
- Learn to endow your firm's differentiated positioning with reality rather than vaporware through concrete methods, processes, and objective features
- Learn to educate your firm's lawyers on the kind of innovation and differentiation clients want to see
- As marketing & business development professionals, learn to become part of and help lead a strategic initiative of your firm
The Future of Communications: Immersive Technologies and What they Mean for Your Firm
Helen Julie Bertelli, Vice President, Infinite Global
Brandon Huffman, Attorney, Odin Law
From the dawn of language and art, stories have transported the imagination and have become a central part of what it means to be an effective marketer. But now, for the first time, technology enables a storyteller to do much more than just transport an imagination. Developments in virtual and augmented reality are allowing storytellers to transport the senses so story recipients are no longer “others,” but become an active part of the adventure. The story of what this means for marketers and PR practitioners is still unfolding. But we do know that this technology elicits more empathy than other mediums, leading to infinitely more powerful storytelling. We also know the technology holds attention for longer than other mediums. As a result, users tend to engage far longer than they do with other mediums and for marketers, more time with your audience translates to more opportunity to sell, for PR practitioners, more opportunity to explain and convince. By 2020, immersive technologies like VR and AR are expected to generate more than a hundred billion dollars of revenue. Dubbed “the new internet” for its potential to touch and change everything from e-commerce to medicine, it has incredible potential for communicators.
Led by longtime marketer and Infinite Global VP Helen Bertelli and attorney and attorney Brandon Huffman, this session will explain this technology, outline options and ideas as well as legalities surrounding its use, and provide a roadmap for firms and marketers who wish to learn more.