Anne Malloy Tucker, chief marketing officer at Goodwin Procter, was the featured speaker at the Legal Marketing Association New England Chapter luncheon. Her 30-minute presentation titled “Facing Reality — Stretched Too Thin and Can’t Do It All” is a law firm marketer’s hit list of where to focus energies for best results. Here’s the 60-second, sound-bite version.
Have a strategy: “If you don’t know where you’re going, any road will take you there.”
Balance stuff and strategy: Figure out what you can do quickly and efficiently and create the infrastructure to serve the firm in an agency style (stuff), and “allow time to pull out to do planning (strategy).”
Set and communicate goals: “You don’t want people to ask — what are these people doing?”
Concentrate on clients: (read with emphasis!) “If you do nothing else, focus on your existing clients.” “Client feedback and satisfaction surveys are the best thing you can do.”
Narrow your focus: For instance, Goodwin “chose six industry areas based on historic strength, attorney visibility, where markets are going and which practices are more commodity-proof,” for pro-active marketing dollars.
Strengthen web presence: “Your web site is the portal to your firm — people are using your site to validate and compare.”
Measure! Measure everything: financial metrics, client feedback metrics, market metrics. Avoid bad metrics — the “how manys” — quantity data is worthless on its own.
Granted, my summary misses many details. That’s why you should try to attend the next LMANE luncheon. See you there?