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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
Rising to the ACC Value Challenge
By Joe Walsh
Posted on 11/30/09 at 12:22 pm
No headline news here, but the economic times have brought the value all professional service firms deliver to clients into sharp focus.
Example: In the legal sector, organizations like the Association of Corporate Counsel (ACC) have given new voice and clarity to the conversation about value. In fact, the ACC’s Value Challenge issues a clarion call and explains the elements of value as defined by in-house buyers of legal services. You can check out those elements and learn more about them at http://www.acc.com/valuechallenge/.
In response, West Virginia-based Steptoe & Johnson, a major player in the energy and other critical sectors across KY, OH, PA and WV, is rolling out a new brand program that puts the challenge at the heart of its internal and external communications. A “re-skinned” Web site (http://www.steptoe-johnson.com/), internal training and supporting new business pitch materials are organized around the ACC’s essentials of value: Relationships, communication, budgeting and staffing, knowledge sharing and results.
Tags: Branding, Client Loyalty, Web Design
What the Web Will Look Like Tomorrow
By Burkey Belser and Tae Jeong
Posted on 11/13/09 at 5:22 pm
http://www.youtube.com/watch?v=lHxub_yQfig
Those of you who attended G/B’s Webinar last month, Digital Marketing, will find this broadcast by Eric Schmidt, CEO of Google, a very relevant follow-up. In fact, we’re going to tell anybody who’s at all interested in a successful business that they MUST watch this. But it’s going to take 45 minutes of your time. We think you’ll find it time well spent. Some of the highlights:
- Google plans around innovation, not growth. Think about that.
- Employees want a seamless experience at home and at work, but technology is trapped in a 1980s firewall model.
- “We’re in the right future, but we have to get people into our future.” You’ll want to know more about that for your own business. In other words, Google doesn’t look at things the way normal companies and their financial people do. Nothing frees up innovation more than that.
- Client and Google are growing up together, so they get a better product through the iterative process. They eat their own “dog food” (as they call it), so they know if it works. This is not Microsoft’s model (release the beta and let the market fix it).
- Employees are frustrated with inflexible architectures, even those that are well supported.
Tags: Google
The Washington Post Is Dead
By Burkey Belser
Posted on 11/06/09 at 4:11 pm
It always amazes me that clients hire bad designers. Most often one hears, “We just couldn’t afford them” as the disheartened synopsis. At the same time, that comment makes me want to ask “Who can afford to hire a bad designer?” Their work just goes unnoticed, fails to communicate, fails to engage, fails to sell. Whatever money has been spent is wasted. But I understand that many left brain decision-makers don’t understand the difference between average and good design, much less the difference between good and great. So why lose sleep over those who recognize quality in their own sphere but completely fail to get it in the visual domain?
But one company who can afford to pay for great design has hired and set loose a truly bad designer. It’s hard to know where to begin attacking the new redesign of The Washington Post. There are so many terrible things to say about it.
Tags: Design
