develop your 2010 marketing plan osba final presentation

A Unique Interactive Web-based Tool to Help Lawyers Effectively Develop New BusinessA Unique Interactive Web-based Tool to Help Lawyers Effectively Develop New Business

Develop your 2010 Marketing Plan: Tips and Strategies for Lawyers

Presented to you byPresented to you by

Terrie S. Wheeler, MBC & James Patterson, ESQ.Terrie S. Wheeler, MBC & James Patterson, ESQ.

Welcome and IntroductionWelcome and Introduction__________________________________________________________

• Welcome to our Marketing Planning Webinar!Welcome to our Marketing Planning Webinar!• Short bio of speakersShort bio of speakers• Review the Foundation for Effective Marketing Review the Foundation for Effective Marketing

StrategiesStrategies• Learn How to Develop your 2010 Marketing PlanLearn How to Develop your 2010 Marketing Plan• Use Webinar Feature to IM your Questions!Use Webinar Feature to IM your Questions!• Short Overview of www.MarketYourLawPractice.com Short Overview of www.MarketYourLawPractice.com

a OSBA member benefita OSBA member benefit• Answer SessionAnswer Session• Live polling!Live polling!


Polling Question


• Founder and CEO of Professional Services Founder and CEO of Professional Services Marketing, Inc. Marketing, Inc.

• Legal marketing coach, consultant and Legal marketing coach, consultant and marketing director for over 20 yearsmarketing director for over 20 years

• Creator of MarketYourLawPractice.comCreator of MarketYourLawPractice.com• Served on HCBA Ethic’s CommitteeServed on HCBA Ethic’s Committee

• Member Services for Member Services for MarketYourLawPractice.com MarketYourLawPractice.com

• Partner in successful small practice for 13 yearsPartner in successful small practice for 13 years

Terrie S. Wheeler, MBC, FounderTerrie S. Wheeler, MBC, Founder

James S. Patterson, Esq.James S. Patterson, Esq.


The Four Pillars of Marketing The Four Pillars of Marketing SMSM

• Client SatisfactionClient Satisfaction • Cross MarketingCross Marketing

• Client ServiceClient Service • Referral Source DevelopmentReferral Source Development

I.I. Retain and Grow Relationships with Existing ClientsRetain and Grow Relationships with Existing Clients

II. II. Attract New Clients and Develop New BusinessAttract New Clients and Develop New Business

IIIIII. Increase Name Recognition and Awareness. Increase Name Recognition and Awareness

IV. IV. Create Targeted and Effective CommunicationsCreate Targeted and Effective Communications

• NetworkingNetworking • Market ResearchMarket Research

• Targeted Business DevelopmentTargeted Business Development • Professional AssociationsProfessional Associations

• Proposal DevelopmentProposal Development

• AdvertisingAdvertising • Trade ShowsTrade Shows

• Branding and Identity DevelopmentBranding and Identity Development • Community InvolvementCommunity Involvement

• Public and Media RelationsPublic and Media Relations • Social NetworkingSocial Networking

• Strategic CommunicationsStrategic Communications • Website DevelopmentWebsite Development

• Marketing Database ManagementMarketing Database Management • Event PlanningEvent Planning

• Online MarketingOnline Marketing

Building Blocks of Your Marketing PlanBuilding Blocks of Your Marketing Plan


Identify your Best Contacts

• Current Clients

• Prospective Clients

• Referral Sources


Create Your Target Audiences

• Importance of A-level Client Criteria

• Define Your A-level Target Audiences


Refine and Create your Key Messages

• What Really Makes You Unique?

• Developing your Key Messages


Develop Your Marketing Objectives

• Marketing Objectives should lead to new business and new sources of revenue. Must be: Clear Measurable Tied to a timeline

• Develop Objectives around The Four Pillars of Marketing


Create your REAL Business Development Goal

• Don’t just pick numbers out of the air - - run your law practice as a business and do some revenue forecasting!

• List your current clients and revenue generated in 2008 and 2009

• Project your 2010 Revenue• Subtract projected from goal to reach goal• Use the grid on Page 7 to help you develop your

REAL revenue goals for 2010


Polling Question


Develop your Marketing Action Plan: I. Retain and Grow Relationships

• Retain and Grow Relationships Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created in this area. Tactical ideas include:

• When in Doubt, Ask your Clients!

• Take notes using a survey tool like Survey Monkey so your responses are automatically tabulated: www.SurveyMonkey.com


Develop your Marketing Action Plan: I. Retain and Grow Relationships

• Make your services “Must Have” with clients

• Based upon your client interviews, identify services you offer that are most important to clients in this economy

• It’s not about what you have to “sell” to your clients; it’s about what they need right now

• Review our blog post at www.ESQCoach.com on making your services “must have” with clients


Develop your Marketing Action Plan:II. New Business Development Action Plan

• New Business Development Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created in this area. Two ideas to consider:

• Do your Research: www.WarmCallCenter.com

• Join a Group and Be Active!


Develop your Marketing Action Plan:III. Increase Name Recognition and Awareness

• Increase Name Recognition Action Plan – Identify five activities you will pursue in 2010 which support the objectives you created in this area. Three ideas to consider:

• Stay involved in your community - - If you’re not, get involved

• Take the Plunge into Social Networking

• Focus on the Media – not on Advertising


Develop your Marketing Action Plan: III. Increase Name Recognition and Awareness___________________________________________

Benefits of Community InvolvementBenefits of Community Involvement• Consider becoming active in your Chamber of Commerce or Consider becoming active in your Chamber of Commerce or

local Rotarylocal Rotary

• Nonprofit organizations Nonprofit organizations

• Being an exceptional volunteer translates into being an Being an exceptional volunteer translates into being an exceptional legal lawyer in the eyes of fellow board membersexceptional legal lawyer in the eyes of fellow board members


Polling Question



Benefits of Social NetworkingBenefits of Social Networking• Engage with clients and contacts• Nurture relationships• Demonstrate thought leadership• Conduct market research• Manage your reputation• Optimize your web presence• Distribute content• Build your name recognition



Focus on the Media not AdvertisingFocus on the Media not Advertising• Have you asked your clients how they Have you asked your clients how they

originally found you? originally found you?

• Public relations is more crediblePublic relations is more credible

• Pay attention to the news media and reporters Pay attention to the news media and reporters covering the legal services industrycovering the legal services industry



The Basics of Public RelationsThe Basics of Public Relations1.1. Keep members of the media informed Keep members of the media informed

2.2. Become a trusted source for the mediaBecome a trusted source for the media

3.3. Pitch reporters on a topic of interest to themPitch reporters on a topic of interest to them

4.4. Develop article outlines on topics you know - - and are of interest to Develop article outlines on topics you know - - and are of interest to readers, listeners, viewersreaders, listeners, viewers


Develop your Marketing Action Plan: IV. Targeted Communications___________________________________________

• Revise your Biography Review your professional biography Does it reflect the activities and accomplishments you have made to date Update it today!

• Create Your Representative Experience Show your clients how you can help them Clients want to see you have done what they need Create multiple pieces of representative experience

• Save your biography and representative experience as a PDF



• Develop your Elevator Speech Create a summary of what you do for your clients based upon the

“best and highest use” of your talent and expertise

Strongly communicate the value your bring to your clients

Focus on the results you deliver to clients, not on the fact that you are a legal lawyer

Practice your elevator speech so the next time you are at an event, you will be prepared to respond to: “So, what do you do?”



Continue Communicating with Your ClientsContinue Communicating with Your Clients• Look at the target audiences Look at the target audiences

• Identify information that is relevant to each group and create Identify information that is relevant to each group and create audience-specific communicationsaudience-specific communications

• Make sure to tailor to your clients unique needsMake sure to tailor to your clients unique needs

• Avoid being perceived as junk mail (email or US mail!)Avoid being perceived as junk mail (email or US mail!)

• Communicate regularly with fewer groupsCommunicate regularly with fewer groups


Polling Question



How is your Website? How is your Website?

• Communication via your websiteCommunication via your website

• Post relevant legal updates on your website, then Post relevant legal updates on your website, then direct clients to your sitedirect clients to your site

• Put your time and energy into building a website that Put your time and energy into building a website that showcases your expertiseshowcases your expertise


Your Contact Action Plan___________________________________________

• Focus on your Top Ten Lists (Page 4)

• Create your Current Client Action Plan (Page 13)

• Create your Prospective Client Action Plan (Page 14)

• Create your Referral Source Action Plan (Page 14)


Introduction to Introduction to MarketYourLawPractice.comMarketYourLawPractice.com


Presented byPresented by

James S. Patterson, Esq.James S. Patterson, Esq.

MYLP Business

Model• Unique business model – turning a consulting service for

lawyers into a product

• Nothing else like MYLP in the legal industry

• Terrie’s history and background in the legal industry

• Marketing Coaching - 10% of the cost of hiring a personal marketing coach with well over 90% of the benefits of working with one

• Marketing Training – Superior to traditional marketing courses

The Traditional Training Course

1 pm9 am 5 pm

The fire hydrant approach to learning


The MYLP Approach

• MYLP’s Enhanced Functionality effectively incorporates Terrie Wheeler’s 20 years of experience 20 separate modules (and expanding) 1000+ pages of templates and guidance professional marketing specialists available to provide support

• throughout the year • not just on the day of the course

• Delivered when it suits you throughout the year on your desktop with trackable progress monitoring

• Transforms business development and marketing coaching investment

• Transforms marketing training


The State Bar of CaliforniaThe State Bar of California220,000 members220,000 members

New York State Bar New York State Bar AssociationAssociation

80,000 members80,000 members

New York Bar AssociationNew York Bar Association16,700 members16,700 members Massachusetts Bar Massachusetts Bar

Association Association 18,500 members18,500 members

Vermont Bar AssociationVermont Bar Association2,150 members2,150 members

Florida Association ofFlorida Association ofWomen LawyersWomen Lawyers2,000 members2,000 members

Ohio Bar AssociationOhio Bar Association

30,000 members30,000 members

Bar

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Ass

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Four Core Four Core FunctionsFunctions

1.1. ““Start Here” Start Here” SessionsSessions

2.2. My Marketing My Marketing ToolsTools

3.3. My Marketing My Marketing WorkspaceWorkspace

4.4. My Marketing My Marketing CommunityCommunity

My Marketing Tools: The Class I Should Have Taken in Law School

20 marketing modules 20 marketing modules under under The Four Pillars of The Four Pillars of MarketingMarketing. Each contain:. Each contain:

• A Module OverviewA Module Overview

• An Assessment ToolAn Assessment Tool – – Where are you now?Where are you now?

• Planning ToolsPlanning Tools – Where – Where would you like to be?would you like to be?

• Implementation Implementation ResourcesResources – How will – How will you get there?you get there?

• A Measurement ToolA Measurement Tool – – Track your progressTrack your progress

Send your Plan to a Marketing Coach for Review

Ask your Marketing Ask your Marketing CoachCoach

• One click away from One click away from Virtual Marketing CoachVirtual Marketing Coach

• Answers within one Answers within one business daybusiness day

Implementation: Let’s Talk Return On Investment- Increased Revenue

Implementation: Client Survey Tools – A Timesaver

Learn about

For Lawyers who want to Tweet!

Tools to Build your Practice

Cost Comparison of MYLP to One-on-One Coaching

• Over the years, Terrie’s consulting clients have paid her handsomely for her marketing expertise

• You have access to those tools for literally pennies on the dollar


Cost Comparison of MYLP to Marketing Course

Ohio Member DiscountOhio Member Discount

• Because you are a member of the Ohio State Bar Because you are a member of the Ohio State Bar Association, you receive the web site at a significant Association, you receive the web site at a significant discountdiscount

• The site retails for $1,450The site retails for $1,450• Regular OSBA discount is $200 ($1,250)Regular OSBA discount is $200 ($1,250)• Subscribe by February 28, 2010 and pay only $1,000 – Subscribe by February 28, 2010 and pay only $1,000 –

over a 30% discount! over a 30% discount! • Use Discount Code: BA-OSBAOFFERUse Discount Code: BA-OSBAOFFER


Final Thoughts on Subscribing

• Would you receive $850 of value?

• What does it cost to attract even one quality new client?

• What are you doing now that is more effective?

• What would you pay to attract two or three new clients?

• How much money have you spent on ineffective marketing strategies?


YOUR QUESTIONS ANSWERED!YOUR QUESTIONS ANSWERED!

THANK YOU FOR ATTENDING!THANK YOU FOR ATTENDING!

• You will receive an evaluation of today’s programYou will receive an evaluation of today’s program• Please identify topics of future interest so we can Please identify topics of future interest so we can

offer more free marketing webinars to OSBA offer more free marketing webinars to OSBA members!members!

Terrie Wheeler, MBC Jim Patterson, ESQ.Terrie Wheeler, MBC Jim Patterson, ESQ.

MBC and Founder Member ServicesMBC and Founder Member Services
