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18 de Julio de 2008EL RINCÓN DE HILDEBRANDT
Success Strategies: Ten Ways to Market a Law Firm Through Practice Groups, by Terri Pepper Gavulic
Los Practice Groups están yendo cada vez más en la línea de gestionar sus negocios, incluyendo un componente importante del programa de marketing.
Las siguientes diez ideas ayudarán a los Practice Groups, sobre todo sus dirigentes, a decidir el mejor modo de administrar y concentrar sus actividades de marketing.
1.- Choose a focus.
With limited resources both dollars and hours it is important to focus where the group will get the best return on its investment. The traditional marketing mix includes promotion, business development, and client care.
Typically, however, there is a tendency to over-emphasize promotion in practice group marketing plans. Instead, switch your focus to a weighted emphasis on:
- Business development, including market research, targeting prospects, selling to clients and prospects, researching and developing new products and services, knowledge management, and face-to-face opportunities.
- Client care, including client interviews, surveys, client service programs and initiatives, Client Relationship Management, and other feedback mechanisms.
2. Target clients.
Instead of a “shotgun” approach, employ strategic thinking by targeting specific prospective clients, matters, and industries. Steps would include:
- Identification of appropriate prospects via market research.
- Development of dossiers on each target client or industry.
- Development and implementation of plans of approach.
- Analysis of results.
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Terri Pepper Gavulic Terri Pepper Gavulic is a vice president of Hildebrandt International and a senior member of the firm's Client Development & Growth Practice. She leads the company’s client assessment team. Terri provides strategic client relations and business development counsel to professional services organizations, with a special focus on law firms. More than eleven years of Terri's 28-year career were spent as an in-house law firm client services and marketing specialist. She has pioneered many initiatives in the law firm environment, which shaped her personal philosophy about how professional service firms can have successful relationships with their clients. That philosophy is to understand each client so deeply that the delivery of professional services is completely aligned with the client’s business goals. Ms. Gavulic’s commitment to these beliefs has enabled her to be a change agent and coach at every level, from Boards of Directors and management committees, to practice groups, client teams, industry teams, and marketing teams, as well as individual attorneys and their staff. Additionally, it has gained her industry recognition and she is a sought after speaker at conferences and other forums. Client relationship strategies (such as feedback and client teams), sales and business development training, strategic marketing planning and positioning, and marketing staffing and support analyses are particular areas of expertise for Ms. Gavulic. Prior to her legal marketing tenure, Ms. Gavulic worked on Wall Street as a manager of IPOs; in the non-profit sector, serving as Director of Marketing and Director of Development for the National Kidney Foundation of Georgia; as Director of Marketing for a national real estate franchise organization; and in a public relations agency. Presently she is studying for her MBA at the Warrington College of Business of the University of Florida.
E-mail: tpgavulic@hildebrandt.com |
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