This year's LMA Midwest Conference, held in Chicago, provided a full day of educational sessions and roundtables centered around the theme of Opportunity.
Deborah Knupp, Managing Director at Akina, kickstarted the morning with an energetic keynote. Entitled Great Law: Leadership in Innovation for the Next Decade of Opportunity, Knupp urged the audience to step away from the saturation of negative press and categorizations of big or small law, and suggested legal marketers 'play not to lose' and start talking about great law.
Some takeaways from the conference breakout sessions and roundtables included:
- When hiring freelance work, always ask for a sample of work or provide a task to gauge their skillset.
- Utilize the strengths of each generation to ensure program success. For example baby boomers can create social media strategy, while millennials may be better suited for implementation.
- Follow up is crucial for the integration of a candidate making a later move, both for process improvement as well as future retention.
- Steps that need to be taken before onboarding a candidate making a lateral transition:
- Candidate analysis
- Attorney performance assessments
- Competitive Intelligence
- Interviewing the Candidate
- Making an offer
- The smartest way to build accountability is integrating consistency and creativity into your business.
- Lawyers are competing against a sea of messages; we must be fierce, raise the bar and grab the attention of our prospective clients. One way to do this is through the use of doodles, emojis and memes. Used responsibly, of course.
- The 6 'must haves' for a successful client communication plan:
- Leadership buy in
- Attorneys who get it
- Strong editor
- Contact list
- As a legal marketing professional you must learn how to delegate, it is one of the toughest and most important things you'll do.
- In-house council encourages marketers to talk to their attorneys about missed opportunities and how they can go the extra mile to gain clients.
- Stop pitching to clients and start asking them questions. Make your pitch more about what you can do for them, not about what awards you and your firm have received.
The afternoon keynote, Opportunities Keep Knocking, But Are Law Firms Listening?, focused on keeping the magic alive with clients. It only takes one weak link to destroy confidence. Always remember:
V = WTG -$
Value equals what they got minus what they paid. Always strive to go further and exceed client expectations.