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Issue 22
Marketing Hope Is Alive and Well:
Top Firm Marketers Reveal Their Plans for the Year Ahead
By Burkey Belser and Sue Allison
We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.
Issue 21
Your Client Feedback Program May Not Lead to Satisfied Clients
By Sue Allison
I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”
Issue 20
In Client Interviews, How Questions Are Asked Really Matters
By Greg Newman
In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?
Recent Posts
Your Client Feedback Program May Not Lead to Satisfied Clients
By Sue Allison
Posted on 09/10/09 at 11:38 am
I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”
Clearly law firm management’s approach to client feedback is not resonating with their clients.
So where’s the disconnect?
Many attorneys and firm leaders believe they are doing client feedback when they meet with clients to thank them at the end of a matter or deal, or conduct social or leadership visits, or conduct market research. Meanwhile clients view those activities more accurately as business development calls, thank you visits or non-specific research.
Lawyers need to look at client feedback from the client’s perspective.
Tags: Client Loyalty, Research
Judging Creativity 39, Second Take
By Burkey Belser
Posted on 09/09/09 at 3:14 pm
Burkey was one of 12 judges two weeks ago in Louisville, KY judging Creativity 39.
Among a pile of mostly uninspired work, one suite of materials stood out. It was—I am surprised to say—the 50th anniversary work for Barbie! (See barbiestyle.barbie.com.) The work was, in almost all aspects—design and production—brilliant. What struck me (and others) is that the bags, brochures, media kits, in-store displays and environmental graphics were completely on brand. In my experience, the challenge of being “on brand” escapes most designers (and, remarkably, clients!). How easy it is to go bumping happily off the road without a clue to the damage being done to the brand.
What made this work revelatory for me is that I understood the Barbie brand for the very first time. A eureka moment. Suddenly, I understood that it is Barbie’s glamour, not her impossible plastic beauty that inspires girls. Glamour was writ large in oversized brochures where Barbie was shown in almost human scale. Glamour was writ large in store displays where she WAS full-size. Glamour was authentic because the design and brand team embraced and celebrated Barbie’s plastic self. Understanding your brand is central to protecting and growing it. It hardly matters whether you hate the idea of Barbie (such an easy target). For those whose job it is to promote her glamorous brand, it was a job well done.
Tags: Design
Judging Creativity 39, First Take
By Burkey Belser
Posted on 09/02/09 at 4:44 pm
Burkey was one of 12 judges this past week in Louisville, KY judging Creativity 39.
If you’ve ever judged a design contest, you know the work is remarkably uneven. Some pieces are outstanding. Others are so shockingly bad that you wonder why the entry fee was put at risk in the first place. But after days reviewing thousands of pieces, you become intimate with the creative mind at work. You begin to imagine—without even noticing it at first—what the individual looks like, their age, their personality, all of which is somehow embedded in the work itself. Mostly these “individuals” are forgettable. A few you’d like to know, because they are real professionals. They clearly see their mission from 10,000 feet yet do not neglect the ground-level details that turn great ideas and great design into great work. They know what they want the reader to do—join, buy, give, care. They have a purpose for every page, and everything on the page supports the mission. Great work follows a high standard that can only be achieved by practicing it every single day. The great designer, Milton Glaser, said, “Even the worst work by the best designers is better than the best work of those one tier below.” Nothing brings this more vividly into high relief than a careful review over just a few days of thousands of pieces of design.
Tags: Design
