Innovations in Law Firm Marketing: Which Firms Are Doing Cool Things that Work?
Each year at holiday time, I like to give the legal community a present. In years past, it has been top tips from leading marketing consultants around the country. This year, I decided to do something different.
Earlier this month, I sent out a "call" on LinkedIn, on various law marketing listservs and at programs I was speaking at for anyone to tell me what they were doing that was "outside the box" in law firm marketing.
"Out with brochures, seminars, newsletters and e-alerts," I advised — I wanted to spread the news of firms that were really doing something different. Firms from around the United States — and even Poland — wrote to tell me about their new marketing initiatives. So without further adieu, here is some news from the front.
Thirsty Thursdays
Linda Jackson, director of client relations for a 240-lawyer Kentucky-based firm, Stites & Harbison, described to me her firm's new late afternoon networking and programmatic events series. Called "Thirsty Thursdays," the early programs were composed of 15 people —five attorneys from the firm and 10 guests.
In a short time, that effort has now expanded to four of the firm's five offices, with 40-60 attendees. The events are held monthly in one city and quarterly in the others. Clients and lawyers eat, have some "libation," hear a 35-minute presentation from an attorney and then the networking goes full throttle ahead.
Jackson reports that work from new clients and additional work from current clients have come in as a result of these events. She added the events are "easy to plan and all have a good time getting to know each other better face-to-face."
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