Minnesota
Thoughts and news from the LMA-MN – Midwest Region – Minnesota Local Group

You’re Invited! #LMAMN March Program, Niche Marketing: Equip your Lawyers for the Future of Law

Legal Marketing Association Minnesota Chapter
LMA-MN March 2015 Program
When
Wednesday March 11, 2015 from 12:00 PM to 1:30 PM CDT
Where
Fredrikson & Byron, P.A.
200 South Sixth Street
Suite 4000
Minneapolis, MN 55402-1425

Wednesday, March 11, 2015

Registration: 11:30 AM

Program: 12:00 -1:30 PM

 

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Niche Marketing: Equip your Lawyers for the Future of Law
Today’s up-and-coming lawyers face unique challenges in building a sustaining practice to carry them through their career. A legal services market that isn’t growing, homogenization of giant “full-service” firms and a business environment marked by financial tumult and dramatic tech innovation make it hard to find a place to stand and a way to stand out.

In this interactive session, Amy Knapp shows how lawyers, led by their marketers, can become students of market trends to strategically place themselves and their content ahead of the curve and in position to capture business from developing practices.

Her practical steps and strategies are illustrated with real-life examples from small, mid-size and global firms. Short video clips will be used to bring attorney perspectives and insights into the room.

Finally, Amy – a respected author, speaker and commentator on social media – will illustrate how content marketing and social media are the perfect vehicles to establish and market a niche brand, no matter the firm size or practice area.

Takeaways:

  • Identify current market trends that provide opportunities to create new, viable practices.
  • Develop and market a niche practice.
  • Discuss how firm marketers can lead their attorneys through this process and support them along the way.
  • Build a niche practice through the use of content marketing and social media.

About the presenter:

Amy Knapp is a legal services business development and marketing consultant with over 20 years of experience. Amy’s projects include re-branding and business development campaigns for small, mid-size and AmLaw 200 law firms. Amy is the co-author of LinkedIn and Blogs for Lawyers. Knapp Marketing was named in Best of Legal Times 2013 for Business Development & Coaching, Social Media and Legal Marketing & Branding.

 


Balancing Act: What Legal Marketing and Blockbuster Filmmaking Have In Common (Updated)

Joss tweet 01 19 15 expanded and shoppedServing multiple constituencies isn’t easy, but we are paid to make it look that way.

As the tweet pictured at right suggests, Hollywood writer-director and Twitter savant Joss Whedon is going through an intensely difficult time right about now. He’s trying to finish putting together a little arthouse picture called Avengers: Age of Ultron. The reported budget is $250 million.

Meanwhile, the marketing starting gun has officially gone off. Perhaps you missed the Age of Ultron preview that set viewing records on YouTube (I know I did my part), but maybe you saw the Super Bowl ad for the film. Featuring erstwhile Avengers teammates Iron Man and the Hulk in a pitched battle, the ad was perfect bait for the NFL fan. Its 30 seconds of action-packed footage cost the studio an astonishing $4.5 million to broadcast during the big game.

As the hype builds to the May 1 release date, the clock is ticking down for Whedon and the rest of his post-production team to live up to Whedon’s previous success with Marvel’s The Avengers, which raked in $1.5 billion at the worldwide box office three years ago.

That Whedon is a lifelong fan of the original Marvel comic book epics (and thus knew what fellow fans wanted to see in an Avengers movie) played a crucial part in that earlier success. Repeat business is what makes blockbusters (and successful law firms). But as we all know, even if you’re the franchise’s number one fan it doesn’t mean the process is easy. There are a lot of moving parts and it’s easy to get your fingers pinched as you make adjustments to the big machine.

Regarding which aspects of his own particular balancing act Whedon was relating to the 1930s trick photo featured in his tweet, we can only speculate. But there are many precarious aspects from which to choose.

In addition to the external pressures of being accountable for the film’s enormous budget, managing an army of crew people, making a release date window, and living up to previous achievements in popcorn sales, there are the storytelling challenges involved. The film’s characters stand on the shoulders of Whedon’s screenplay, in which a balance of interwoven narratives must be struck. If the characters don’t ring true, the story won’t work, and ultimately, the movie as a whole won’t work, either.

In the case of the Avengers films, Whedon has to juggle the narrative arcs of an ensemble of franchise characters like Iron Man, Thor, Captain America (known as the team’s “Big Three”), and the Hulk (the world-famous wildcard and black sheep) with those of several other heroes both established (Hawkeye, the Black Widow) and newly introduced (Age of Ultron will feature at least three: Quicksilver, the Scarlet Witch, and the mysterious Vision). Not to mention the expository screen time required for setting up the world-threating Big Bad, in this case the title’s homicidal robot, Ultron.

Let’s more explicitly relate Whedon’s narrative challenges to our own. Law firms, like superhero teams, are made up of distinctively talented individuals with their own origin stories who have decided to join forces. We luckily don’t have any villains to worry about (not most of us, anyway!), but each of us do have to balance the individual narratives of our attorneys with the dynamic thrust we wish to relate regarding our firm as a collective entity.

My own firm just went through a rebranding effort. As a mid-sized IP boutique with a client-value focus, we did not have a big budget, but still, the consensus view held an update of the firm’s identity was needed. Previous marketing materials trended plain-to-generic IP law, as most of our attorneys specialize in patent work but we have strength in the trademark and IP litigation areas as well.

As we developed new marketing materials such as attorney bios, interviews revealed some common threads about an ethic of service we wanted to emphasize to potential clients. More and more, the support our attorneys provide to one another in the service of our clients’ goals became a theme. But without first honoring the narrative (career) arcs of the individual characters, if you will, we could not have established the animating identity of the team.

As marketers, we are tasked to tell the story of each attorney, each practice group, and their various adventures in law and business. Those narratives need to serve the business development interests of those players but also the larger narrative of what we want our firm to collectively represent to the world. At younger firms, the prestige of your own “Big Three” (or big five, etc. – i.e., name partners and other rainmakers) may be a powerful lure to potential clients, but how do you reflect their glory upon the firm’s service offerings more generally? At older firms, how can you reflect the glory of a storied history upon the attributes of your contemporary attorneys? The approach taken has to be seamless in its logic.

Joss Whedon has said as a writer he has “faith in the narrative” to see his entire effort through to a satisfying result, creatively and commercially. If you can likewise balance the various constituencies of your firm with a narrative worth believing in, you too can walk that ledge without falling.

Ian Carroll is Client Relations and Marketing Manager at Dicke, Billig & Czaja, PLLC. Find him on Twitter @iandeecarroll, and be sure to add #LMAMN to any communiques so he can find you!


LMA National Call for Presenters

 

The Legal Marketing Association is seeking experienced and dynamic presenters to deliver high-level educational programming to our international Chapters and City Groups.

 

Speaker submission deadline is December 1, 2014

 

Click here for more information! 


Reminder: Early Bird Registration Closes Oct. 9

Legal Marketing Midwest Conference
When
Thursday October 23, 2014 from 8:00 AM to 5:15 PM CDT
Add to Calendar
Where

Loews Minneapolis Hotel (Formerly Graves 601)
601 1st Ave N
Minneapolis, MN 55403

Driving Directions

As legal marketers, we work in an evolving and challenging industry. Recharge with your colleagues during a day of engaging speakers, interactive workshops, and networking. Gain new insights and ideas that will help you bring energy to your firm.
 
Strategic social marketing, legal marketing ethics, and law firm mergers and acquisitions are just a few hot topics we’ll discuss. And you won’t want to miss Heather Morse’s discussion on generational marketing (a favorite at the national conference this spring)!
 
We’ll also present the annual LMA-MN Your Honor Awards!Submissions are due September 26, 2014. Click here for more information.
 
Visit the 2014 Midwest Conference page here. Check back for updated session and speaker information. And don’t forget to support our wonderful sponsors!
 
Early bird registration is available now through October 9, 2014. Members: $150. Non-members: $175. 
 
lmamn.org   |   #LMAMN  |   @LMAMN
Register now!
I can’t make it

 


Reminder to Register: LMA Midwest Conference

Legal Marketing Midwest Conference
When
Thursday October 23, 2014 from 8:00 AM to 5:15 PM CDT
Add to Calendar
Where

Loews Minneapolis Hotel (Formerly Graves 601)
601 1st Ave N
Minneapolis, MN 55403

Driving Directions

As legal marketers, we work in an evolving and challenging industry. Recharge with your colleagues during a day of engaging speakers, interactive workshops, and networking. Gain new insights and ideas that will help you bring energy to your firm.

Strategic social marketing, legal marketing ethics, and law firm mergers and acquisitions are just a few hot topics we’ll discuss. And you won’t want to miss Heather Morse’s discussion on generational marketing (a favorite at the national conference this spring)!

We’ll also present the annual LMA-MN Your Honor Awards!Submissions are due September 26, 2014. Click here for more information.

Visit the 2014 Midwest Conference page here. Check back for updated session and speaker information. And don’t forget to support our wonderful sponsors!

Early bird registration is available now through October 9, 2014. Members: $150. Non-members: $175. 
lmamn.org   |   #LMAMN  |   @LMAMN
Register now!
I can’t make it

 


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