APSMA (Australian Professional Services Marketing Association)

Apsma are holding their 7th annual conference at the Crown Promenande Hotel in Melbourne from 18-20 August. More details at their website

New APSMA NSW Seminar - Branding series: A Case Study of The Securities Institute of Australia - 8 July 2004 What It Takes to Align Your Internal & External Brand: The Securities Institute of Australia - A Live Case Study The Securities Institute of Australia is 12 months into a comprehensive program focused on driving their brand deep into the organisation through aligned HR and customer delivery processes. It is at the forefront amongst Australian organisations in implementing such a strategy. In this case study, learn about the key challenges, what has and hasn't worked, the major elements of the strategy and measuring performance. Presenters: Robert Swinton, General Manager - Membership & Marketing, The Securities Institute of Australia Dianne Davis - Principal, Davis & Associates Strategic Marketing Date: Thursday 8 July 2004 Venue: Clayton Utz, Level 30, 1 O'Connell Street, Sydney Time: 12.30pm for a 12.45pm start - concluding approximately 2pm Cost: $45 for members and $60 for non-members

LawMarketing (USA)

Larry Bodine supplies Practice Source with regular updates providing the latest news, ideas and information about legal marketing around the world . Take a look at his regular blog on this page and we have also highlighted below some of his more interesting articles published in the last year

His other publishing ventures include:
The LawMarketing Portal Web site, where law firms find out how to get more business.
The LawMarketing Listserv, a worldwide E-mail discussion group with 2,000 members focusing on how to get new business.
The LawMarketing Newsletter, a weekly e-newsletter on marketing, broadcast to 5,000 marketing partners and marketing directors

• A New Place for Marketing Professionals to Learn, Teach and Prosper
  It s an organization whose time has come, according to Betiayn Tursi, the Editor-in-Chief of Marketing the Law Firm. What makes the PM Forum North America is different is that it is interdisciplinary -- it brings together marketing professionals in law, accounting, consulting and real estate at its events. Marketers from different industries will be in a position to share their experiences and impart wisdom.
• The Making of a Brochure that Clients Actually Read
  Most firm brochures are not read by clients and go directly into the round file. But as explained by Mary Lynne Price, Director of Business Development, Pill sbury Winthrop focused on clients instead of themselves, and created an Annual Review that attracted a very favorable response

• Five Characteristics of Leading Law Firms of Tomorrow
  T he leading firms of tomorrow have embraced the importance of client focus, a firm wide strategic plan, marketing specific law practices, a global strategy and building professionalism into their administrative support structures. Marketer Anne Malloy Tucker reports from the Marketing Partner Forum.
• Building a Client-Focused Law Firm
  Leonardo Inghilleri, Senior Vice President/Brand Manager of BVLGARI Hotels and Resorts, described how to build a client-focused law firm. Susan Jacobsen, the Director of Business Development for Corporate Legal Times, reports from the Marketing Partner Forum.
• Blazing Trails with Sales Campaigns
  A good sales person helps to compress the sales cycle and enhance client service, according to a panel of marketing experts. But there is a general misconception that sales is about finding someoneÑanyoneÑto sell to. In fact, it is about careful segmenting and finding clients who could benefit from your services, according to Darryl Cross, reporting from the Marketing Partner Forum

• Thinking of Using Lawyers in your New Advertising Campaign?
  You can choose to feature a partner in your advertising campaign as many law firms have done but there are cheaper alternatives. Three legal advertising and PR industry leaders: David Geyer, Larry Bodine and Richard Levick presented several firms ad campaigns and discussed pros and cons. Melissa Fernlund reports from the Marketing Partner Forum.
• Marketing Directly to Clients with Weblogs
  Theyre called Weblogs, blogs and "blawgs, and they are the hottest thing to come along in marketing since the telephone. The beauty of blogs is that they allow any business person, including lawyers in big and small firms alike, to market themselves directly to clients and prospects.
• Journalists View of Legal PR
  Three reporters from NBC-TV, the New York Law Journal and the Los Angeles Times offered tips on how to get your law firm into print and on the air. Marketer Monica Phillips of Zuckerman Spaeder itemizes their peccadilloes and captures practical advice on how to pitch a story to a reporter.
• Analyze your client base
  By analyzing your client base, you can leverage your marketing activity, balance risks and rewards, fix targets and set goals, according to Robert Pay and Mary Pasby of Jaffe Associates in Europe. Once you sort clients into business type, industry, location, origin and services purchased you can go farther and analyze buying patterns and personal behaviors.
• How Sales-Savvy is Your Law Firm?
  Is your law firm is ready for sales? Shaw Pittman knew after six months, promoting Jose Cunningham to take on the sales responsibility for the entire 400-lawyer firm. Sales is here to stay, says sales coach Mike O'Horo, but the lawyers will need training first. Read the report from the program The Latest in Law Firm Business Development held by NorthStar Conferences.
• New Study Documents Return-on-Investment for PR
  ROI for public relations can be difficult to measure. But researchers in a new study by Levick Strategic Communications and PR Newswire literally counted the media appearances by AmLaw 200 firms. As Lori Greenspoon reports, the top 25 firms (ranked in revenue) boosted their overall presence most.
• Top 30 Things You Can Do Now to Boost Your Firms Market Presence
  These practical, ready-to-use ideas were generated in a group exercise from attendees at the Law Firm Marketers Roundtable, held recently in Phoenix, Arizona. The discussion was moderated by marketing consultant Larry Bodine.

• What Gets Law Firms Fired
  Publisher Lloyd Johnson interviewed the general counsel of Cisco Systems, MCI and Pitney Bowes in the recent Web seminar "Law Firm Business Development from the General CounselÕs Perspective." In this edited transcript, they reveal the fatal mistakes that get law firms fired

• Printed Marketing Materials: 10 Common Mistakes
  Every law firm has (or wishes they did) handsome printed marketing materials. Dion and Robert Algeri spotlight 10 common mistakes in printing these materials and how to avoid them.
• Really Simple Electronic Marketing
  If you maintain an email subscription list you've probably noticed that your newsletters and articles don't always reach all of your subscribers. Greg Fredette, Managing Developer, Saturno Design, reports that RSS is a method of delivering news and publications that will avoid service interruptions caused by overzealous spam filters or the incompatible software configuration.
• Blog for Business
  Is It Right for Your Law Firm? If you havenÕt yet looked at blogging as a potential marketing tool for your business, nowÕs the time, according to writer Barbara Payne. She analyzes the pluses, potentials and concerns about letting your clients read blogs written by your attorneys.
• The Ten Dumbest Marketing Mistakes Law Firms Make
  There is an infinite number of ways that law firms screw up their marketing. But in Larry Bodine's experience advising law firms across the country, he consistently find ten dumb mistakes the law firms make. See if you can recognize your firm in this parade of horribles, and get your marketing back on track.
• How to Jump-Start Cross-Selling in Your Law Firm
  Cross-selling is an elusive goal for law firms. The idea is simple: to interest clients that are using one practice area in using a second or third area. But the devil is in the details and most cross selling plans fail when they meet one of seven common objections. Marketing Consultant Larry Bodine offers arguments to overcome the objections.