Thanks to database technology and various analytics that we have access to we are able to more narrowly define and target subsets of our clients and prospects.  This is often referred to as vertical marketing.

It’s been interesting to me to reflect on our industry over the past 12 years and see the very significant differences in the way that we practice business development and marketing in 2008 versus that way it was done in the 1990’s.  Marketing is no longer as effective when done with the shotgun approach.   Mass media still works, but other types of relationship driven strategies are becoming far more effective.

Are you engaging in a conversation with your clients and propects?  Is there a developing relationship?  Have you embraced social networking and all that it has to offer?

Over the last few months I conducted a series of market research surveys in law firms throughout the country.  One of the things I assessed is the most important factors for choosing a law firm.  The number one answer was “someone you trust recommends the firm.”

Let’s think about that.  If your clients are most likely to come to you because someone they trust recommends you, then doesn’t it makes sense for us to spend far more time building relationships…the kind of relationships that lead to great word of mouth on your behalf?

I am writing this post from Coeur d’Alene in Idaho.  The M&L group has just finished the first day of their 3 day conference at this beautiful lakeside resort.  I haven’t been to M&L for a few years, and it has been so nice to see friends that I haven’t seen for quite some time.  Of course, Bill Berg is one of my favorites.  Bill is the one that first took a chance on me when I left my position with a Philadelphia law firm and ventured out as a consultant.  My friend and client Terry Bryant is here.  I always get such a kick out of Terry.  We share a thing about time.  I had to laugh yesterday when I was leaving the Spokane airport for the 40 minute trip to the resort.  Terry and a few other attorneys were waiting to get on a shuttle to make the trip.  As I walked by Terry heading towards my rental car he was looking at his watch saying that the shuttle was not meeting his time schedule.  So Terry and 4 others jumped in the rental car with me and we had a fun trip over.  I’ve been working with Rainwater, Holt & Sexton for quite awhile now but we had never actually met in person until yesterday.   Mike is holding down the fort back in Arkansas but both Stephen Holt and Bob Sexton are here. 

A couple of my Atlanta clients came in this afternoon - Tom Ashenden and Bruce Millar.  Greg Stokes, also from Atlanta will be here tomorrow.  Greg has a terrific marketing director, Melanie, and I was so glad to get to meet her this evening.  Melanie gets things done.  It’s great.  She is a mover shaker!

I could go on and on but the hour is late and I want to wrap this up.  I do want to mention one resource that I discussed during my talk today and that is www.ustream.tv.  I have a test site set up and it’s at this link:  www.ustream.tv/channel/legal-marketing-cafe.

Las Vegas attorney Richard Harris and I chatted at the cocktail party tonight and we set Richard up on UStream.TV.  If you want to take a look, here is a link to his show site:  http://www.ustream.tv/channel/las-vegas-personal-injury-lawyer.  Obviously he hasn’t done a broadcast yet but my guess is that he will before long!

 If you’d like to know more about UStream.TV, feel free to email me at cindy@cindyspeaker.com and I’ll help you get started!