– [insert date] The reproduction, modification, or distribution by whatever means of the whole or any part of this presentation (including, without limitation, all images, logos, graphs, charts and quotes) is strictly forbidden without specific written permission from the author Leigh Dance

Local & Regional Marketing in a Global Firm Asia Challenges & Opportunities E. Leigh Dance, November 2006

– [insert date] 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?

– [insert date] Platform: Marketing & communications

– [insert date] Marketing and communications Business development: actively competing for client work

– [insert date] Marketing and communications Business development Client retains you

– [insert date] Teamwork for effective business development 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

– [insert date] Developing rainmakers 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

– [insert date] Visibility in Your Local Market 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

– [insert date] Fundamentals of law firm marketing 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

– [insert date] LOCAL ISSUES 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

– [insert date] Opportunities 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?

– [insert date] Local & Regional Marketing in a Global Firm Asia Challenges & Opportunities E. Leigh Dance, November 2006