INTERNATIONAL LAWYERS NETWORK

Transcription

1 MARKETING GROUP 2008 roundtable series The ILN is an association of 91 high-quality, fullservice law firms with over 5,000 lawyers worldwide. The Network provides clients with easily accessible legal services in 64 countries on six continents. Contributors ILN Marketing Best Practices Roundtable MS. LINDA ALTSCHUL Epstein Becker - New York Tel: laltschul@ebglaw.com What practices have you used that have been the most successful means of pushing-down the ILN and its benefits within your firm? MS. MARGIE BODAS Linda Altschul: The firm has invited Executive Director, Alan Griffiths, to its annual Shareholder meeting to discuss ways in which we can partner with the ILN, in addition to other opportunities that give the ILN access to the firm s attorneys. The attorneys who are the most active in the ILN act as cheerleaders for other firm attorneys and (1) remind them about the ILN when an is sent asking for referrals in a state where we do not have an office or internationally; (2) encourage other firm attorneys to attend meetings; and (3) use the firm to host international meetings or local meetings. Lommen Abdo - Minneapolis Tel: margie@lommen.com MR. PETER FELDMAN Beirne Maynard Parsons LLP Houston Tel: pfeldman@bmpllp.com MR. DOMINIQUE GRISAY EXELIA - Brussels Tel: +32 (2) dominique.grisay@exelia.be MS. NANCY HOFFMAN Connolly Bove - Wilmington Tel: marketing@cblh.com MS. MAYA TAPPINEN MGRA - Lisbon Tel: mmt@mgra.pt MR. PAUL WARD Stradling Yocca - Newport Beach Tel: pward@sycr.com Nancy Hoffman: Our firm s primary internal ILN contacts also represent all of the firm s practice areas. This is especially important because it promotes general awareness of the ILN at the practice level and uniquely identifies opportunities. When a new attorney joins the firm, they are provided with information pertaining to the ILN in their new hire packets, therefore encouraging them to become more familiar with the organization. Our website has a link to the ILN s homepage so that our visitors, both internal and external, are made aware of this relationship. When our attorneys travel to far-off regions of the globe and when time permits, we encourage them to schedule a visit with one of our ILN contacts. Peter Feldman: One of the first things we did was to let all the lawyers at the firm know that all-attorney s requesting 1

2 referrals outside our firm were no longer acceptable. We formed a referral committee that would receive all such requests and, whenever there was no comguy has helped. He pelling reason to refer outside the Network, would refer within it. We made it easy by adding Referral plugs the Network every Committee to the firm s address book. Another thing we did was to sign up for the ILN s business dechance he gets. velopment webinar series and insist that all associates attend if they did not have critical case matters and urge all partners and of counsel to attend as well. Everyone who attends gets a brief ILN message along with their dose of consultant Larry Bodine, so they know what the ILN is. Free lunch comes along with these webinars, which helps. A few other things we ve done have been to start an Energy specialty group, with one of our attorneys as Chair, and circulate requests for articles for the two Network newsletters. Finally, involving the marketing guy has helped. He plugs the Network every chance he gets. Involving the marketing Paul Ward: Although my firm is 100 lawyers or so, all of the partners know about the ILN. They find our membership very valuable in order for us to serve our clients on a global scale, and, in addition to centralized efforts to urge ILN usage, word of mouth has been very strong. We don t see firm-wide s asking for referrals as we did before we joined. Word caught on quickly that the ILN can help us to help our clients globally. I would like to take some credit for the fact that the ILN is pushed-down throughout the firm, but the fact is, it s the value the ILN offers that speaks for itself. I suppose if it had not caught on as it has, I would encourage word of mouth from partner to partner, which is the most effective tool I ve seen for marketing most anything internally. Dominique Grisay: Being a relatively small firm (5 partners and 35 lawyers altogether), we do not have communication problems among ourselves. We frequently gather at lunch to check which files we have to send to the outside world, and whether contacts are needed outside Belgium. In fact, the ILN reflex has now become a traditional way of working within the firm. We will, for instance, systematically contact ILN members in a country where we have problems, even if we know that, strictly speaking, they will not be able to help. Further communication by the ILN (such as the Bullet ILN newsletter) is systematically circulated to all lawyers of the firm. Margie Bodas: We have put an icon that links directly to the ILN Directory on every attorney s desktop computer. We used the ILN logo as the icon. This way, our attorneys see the ILN logo every day and they have immediate access to the directory when they need it. We also try to include information about the ILN in our monthly internal newsletter and get an ILN report from our contact person at our quarterly shareholder meetings. Maya Tappinen: We are a small firm, and because only senior associates and partners are in charge of transmitting or accepting clients from firms abroad, there have been no communication problems. At internal organization/work distribution meetings, the ILN is always referred to when external communication is advisable, so everyone is aware of how the Network functions. What recommendations do you have for what ILN contact people can do internally to help their partners understand the firm s ILN membership and its benefits? How can the marketing department or other support staff help? Margie Bodas: One way to do this is to include something about the ILN in the firm newsletter each month; particularly noting new referrals in or out, success stories, or information about the most recent conference. The ILN needs to be part of the firm s regular marketing programs and included in all mar- 2

3 keting reports. Another way to do this is to distribute the s received from the ILN Administration to all of the firm s attorneys. Peter Feldman: There are a variety of things these folks can do: (1) Engage another partner or two and perhaps an associate or two to assist the main contacts in preparation for their specialty group or any ILN presentation they may have to give; (2) Perhaps bring one or two new people with them each year to an ILN meeting and introduce them around, to help broaden their awareness of the Network and vice-versa; and (3) Assist with the success stories. These attorneys can help by making it their business to ensure that any Network success stories get to the marketer so they can be forwarded to the ILN office. Paul Ward: I think the key is to be responsive to requests. In a firm where the marketing department is involved, an inquiry from a partner about the ILN s capabilities is a great opportunity to help them understand the Network s tremendous benefits. For example, we had a partner whose clients had multiple employment issues all over the world. We quickly contacted all the ILN firms that could help him, so he viewed ILN as a seamless machine. In jurisdictions where we couldn t find ILN representation, Executive Director, Alan Griffiths, was very helpful in tracking down coverage. Every time I get a call about an ILN matter, we make it a top priority to get back to the partner, and that indicates to them that the ILN is user-friendly and easy to access. Some partners use the site themselves to find referral attorneys, but many come through the marketing department. Maya Tappinen: On one hand, in a small firm, partners are usually aware of how a membership like the ILN is working out for the firm. And on the other hand, these partners are very busy people and need support staff to gather and analyze information for them. And though I recognize the marketer s role in a smaller firm is mostly external marketing, there are other support staff (assistants) to collect information and bring it into the firm, summarize and publish it, whether in internal newsletters, or classified for a special audience (partners for example). These assistants are aware of all news and interesting articles released by the ILN, and let the appropriate people know about it. Linda Altschul: The efforts to maintain a relationship between any firm and the ILN must be strategic and targeted. The contact attorneys must understand the firm-iln relationship and how it can benefit them individually and the firm. The marketing department is always available to assist in planning programs and updating the web site to reflect ongoing changes. Nancy Hoffman: The firm should promote the ILN in its internal communications, including in-house newsletters. Besides generic information about the organization as a whole, it would be beneficial to feature a success story where an internal attorney benefited from a relationship formed by the ILN. How can the firm show its membership in the ILN through its marketing and business development materials? Margie Bodas: This again is a matter of including the ILN logo and web site address on all firm marketing initiatives: the web site, brochures, resumes, etc. A more descriptive piece about the ILN should be included on the firm s website, along with a link to the ILN home page and possibly another link to the ILN newsletter archives, where articles about the firm or by the firm appear. It s also beneficial to include a full page description of the ILN in the same format as the firm s practice areas and resumes for inclusion in the firm s marketing packets. Another idea may be to select a great pen as a client/ referral give-away and include both the firm s name and web address on it, and the ILN s logo and web address on the other side. In addition, make sure that your local press is given information about your firm s involvement in the ILN even if it is just used as background information. You never know when a hot news story may come up that might relate to the ILN network. Peter Feldman: I would suggest that the firm make sure that a discussion of the ILN is on the firm s website, and if the firm permits it, put the ILN logo in some prominent place with a link either to the ILN website or an internal page where the ILN is discussed. Secondly, add a discussion of the ILN to proposals 3

4 and pitch materials where appropriate. I do this all the time; it s part of my boilerplate firm overview section and is mentioned in the international section as well. Maya Tappinen: This depends on the audience to which the firm wants to show our membership. A reference on the firm s website is always useful. We had planned to have a section on our website where ILN news items would come up - this is a way of using our membership to attract clients, whose curiosity will lead them to ask about the ILN and potentially approach the issue in a meeting. They always have business in foreign countries, and like to know that there is an international network supporting the firm that is assisting them. Meeting rooms are also a great marketing place clients love to analyze interesting information, so any attractive ILN brochures can either inform the client, or encourage him to ask further questions about the firm s membership. Dominique Grisay: To effectively show the firm s membership, the ILN logo must clearly appear on the firm s letterhead, reference to the ILN website must appear on member firms sites, and marketing instruments, such as a newsletter, must contain references to ILN, and sometimes, success stories. How can attorneys make the most of their memberships when attending an ILN meeting? Peter Feldman: Attorneys can make the most of the firm s membership by being active in a specialty group and encouraging/participating in discussions about how members can assist each other with introductions. Additionally, we suggest that they consider doing joint presentation where possible, developing panel discussions and workshops together to present at industry or GC conferences, etc. because business development is ultimately what the ILN is about. Firms can also pick just a few other members with similar interests and really get to know them and their firms well. Develop an and/or telephone correspondence with them later, wherein you share things of mutual interest (business and otherwise). Paul Ward: ILN meetings are just like any networking opportunity. You get out of it what you put into it. The lawyers that go to these events are generally our best networkers, so there is little need to prompt someone to seek to meet as many people as possible. I would encourage lawyers to at least visit, if not join, a specialty group. Linda Altschul: We suggest that prior to attending an ILN conference, our lawyers meet with their firm colleagues who will also be attending. They draft a plan We suggest that prior to attending an outlining the goals and ROI in ILN conference, our lawyers...draft a attending this conference, which include personal, firm, plan outlining the goals and ROI in and professional. They review a list of other firms and attending this conference, which include individuals who will be attending. We encourage personal, firm and professional. them to meet with other ILN attorneys who may want to refer business and build relationships. Attorneys should be as strategic about setting up meetings with ILN attendees as they are when gathering competitive intelligence regarding potential clients. Other ways to get involved included participating in a specialty group, chairing a breakout session group, or asking to be a speaker for one of the many programs that are offered at either a regional, local or international meetings. Again, it s that personal contact with colleagues that will result in a comfort level in making referrals. 4

5 Finding people that you can make a personal connection with is always the best approach. with ILN members in between official ILN meetings. Margie Bodas: Finding people that you can make a personal connection with is always the best approach. The specialty groups and breakout sessions also provide great opportunities for smaller group participation. Making connections in advance of arrival at the meetings is a good idea especially if you have established a history of referrals with another firm. The ILN initiative to set up ILN groups at other legal meetings and events is also an effective way of touching base Nancy Hoffman: As is the case with any and all organizational memberships, we encourage our attorneys to be active by attending meetings and becoming actively involved. As time passes, you need to continuously become more involved and seek out leadership opportunities. It is important to get out there and meet at least one new person, especially at an ILN networking event. Network with an entire room and visit with friends of the past, but don t pass up the opportunity to meet at least one new person. Maya Tappinen: I think the triple R rule applies here: Relationships, Reputation, and Revenues. Establishing good relations during the meetings is essential, whether you are a more sociable person or a brilliant professional. Throughout the year, those who have attended meetings will make sure that issues will be handled by a friend s firm and not just with any stranger in a strange country (as long as he can rely on the friend s work). What would you recommend to a new firm for how to best involve themselves and their firm in the ILN? Peter Feldman: Be active in specialty groups. Be creative in suggesting ideas for ILN-sponsored activities Involve the marketing people at your firm Write and submit articles to the newsletters Always submit success stories when possible Talk about the Network back at the office, perhaps send out little meeting summaries to the whole firm Encourage referrals to ILN member firms instead of old law school buddies there are excellent reasons for this Have the ILN Administration visit the firm office(s) and talk about the ILN Margie Bodas: Select a member of the firm who is willing to commit to attending meetings each year and reporting back to the entire firm. Find other firm members who can plug into the specialty groups in their own areas of expertise. Submit short notes about the firm to the ILN newsletters and include news from the ILN in your internal communications. Invite Executive Director, Alan Griffiths, to make a presentation to your firm members, and include a meet and greet so that individual attorneys can talk with him. Participate in the marketing programs offered, such as the recent Larry Bodine business development seminars, and in the assistance offered in article placement. Paul Ward: The ILN is great about publicizing it new members and their accomplishments. I would take advantage of this opportunity and share with them your firm news right away - significant deals, cases or firm events. This does two things: It lets all the members know about you right away, and it gives you something to point to from your website and other marketing materials. The same is true with using ILN opportunities to write informative articles. Once those are written, they can be referred back to in what I call the marketing circle. The coverage the firm receives goes a long way toward increasing the credibility of the Network value within the firm. 5

6 Nancy Hoffman: Talk about the ILN to all of the attorneys. As new attorneys join the firm, it is imperative to inform them of all that the ILN has to offer its members and what the firm s membership means to the attorneys at the firm. Take the opportunity when traveling abroad to meet with current or prospective clients and meet at least one ILN contact. The relationships formed are traditionally long-lasting. Take the opportunity when traveling abroad to meet...at least one ILN contact. The relationships formed are traditionally long-lasting. Maya Tappinen: I believe a good integration at ILN meetings is essential. The more interactions there are during meetings, the better the relationships will be at the next meeting. These interactions can be strengthened by keeping the firm (especially those attorneys who attend meetings) informed about ILN news, so that they are aware of what is going on, in the Network as a whole. Linda Altschul: We depend on key people who have been members of the ILN since its inception. They take the initiative to be active in the organization; maintain relationships with colleagues they meet at meetings; and act as a clearing house for firm attorneys who need additional information when they want to use the ILN as a resource. Dominique Grisay: I subscribe to the various recommendations above. However, I wish to stress, once again, the importance of personal contact. Participating in the conferences and seminars are the best way to understand things and get to know people. How can the ILN assist in a firm s internal push-down efforts? Margie Bodas: It may be beneficial for the ILN to include v-cards for all of its members in its directory so that other members can download them for future reference, once they ve found the contact. It may also be beneficial for ILN to have note cards or postcards printed with the ILN web address, the Administration s contact information, and maybe all the firm member names and states/countries on the back side that can be distributed to every lawyer in every law firm so that information can be tacked up right in front of them or tucked right in their top drawer for quick reference. Finding additional creative ways of pushing-down the ILN information is a constant process as is all law firm marketing! Peter Feldman: Best thing: convince the law firm partners who attend meetings of how important it is to involve others in their firms and to talk about the ILN internally. If they don t do that, push-down is much more difficult. ILN visits are helpful, of course, and should focus on success stories and really showing the attorneys the value that ILN membership provides. Dominique Grisay: The most efficient way, up to now, has been meeting with the ILN Administration. Lindsay and Alan ARE the Network and can convince, more than anyone else, all partners and even associates of a firm to be interested in the ILN. Lindsay and Alan ARE the Network and can convince, more than anyone else, all partners and even associates of a firm to be interested in the ILN. 6