5. Positioning
A marketing strategy that aims to make a brand
occupy a distinct position, relative to competing
brands, in the mind of the customer.
Companies apply this strategy either by
emphasizing the distinguishing features of their
brand (what it is, what it does and how, etc.) or
they may try to create a suitable image
(inexpensive or premium, utilitarian or luxurious,
entry-level or high-end, etc.).
6. You’ve hurt your knee.
Which doctor would you go to?
General practitioner
Orthopedist
Orthopedic knee specialist
7. Who is Bert Hinkler?
Bert Hinkler
The 2nd person
to fly solo
across the
Atlantic!
9. It is better to be first than to be best!
Charles Bert Hinkler
Lindbergh The 2nd person
The 1st person to fly solo
to fly solo across the
across the Atlantic!
Atlantic!
11. Who was the third person?
Charles Bert Hinkler Amelia
Lindbergh The 2nd person Earhart
The 1st person to fly solo The 1st woman
to fly solo across the to fly solo
across the Atlantic! across the
Atlantic! Atlantic!
12. If you can’t be first in a category…
create a new category to be first in!
Amelia
Charles Bert Hinkler Amelia
Earhart
Lindbergh The 2nd person Earhart
The 1st woman
The 1st person to fly solo The 3rd person
to fly solo
to fly solo across the to fly solo
across the
across the Atlantic! across the
Atlantic!
Atlantic! Atlantic!
13. Brand positioning worksheet
For (target customer)
who (statement of the need or opportunity)
the (product or service name)
is a (product category)
that (statement of key benefit)
unlike (primary competitive alternative)
our product/service (statement of differentiation)
14. Can you spot the performance car?
“The Ultimate Driving “The guiding principle behind
Machine” everything we make is safety”
Brand positioning drives your perception of the product
16. How lawyers and firms are hired
People hire firms
because of
Their abilities
Their comparable
abilities
Their different abilities
Build differentiation
17. How lawyers and firms are hired
People hire an attorney People hire firms
because because of
They like him/her Their abilities
They trust him/her Their comparable
They think s/he knows a abilities
lot Their different abilities
Build relationships Build differentiation
18. Your sales pipeline describes how you get
business
Loyal
Strangers Friends Clients
Clients
How you move prospects through your sales pipeline
defines
your marketing and business plan
19. Different parts of our pipeline have different
attributes
We don’t know them.
Strangers There are lots of them!
We know them but they haven’t
Friends bought from us.
They may be prospects or referral
sources.
They’ve used our services recently.
Clients
They may only use one of our services.
Loyal They like us a lot and use us a lot.
Clients They view us as a partner in their
business.
20. Different activities address different parts
of our pipeline
Loyal
Strangers Friends Clients
Clients
Satisfaction: Surveys, Reviews, Teams
Relationships: Events
Face-to-Face: Pitches
Direct Communications: Alerts, Newsletters
Education: Seminars
Online: Website, Blogs, Podcasts
Public Relations, Directories
Conferences/Associations
21. Turning strangers into friends
GOALS
Attain qualified leads
ACTIVITIES
Online marketing: blogs, video, whitepapers
Public relations, articles
Conferences, associations
22. How to get started
Identify your “for’s” and “who’s”
Find out:
Where they hang out
Who they hang out with
Listen:
What do they enjoy talking about
What concerns them most
Be there:
Constantly
Consistently
With value
23. Blogs and social media are a cost-effective way
of finding qualified leads
Blogs get higher search
rankings so they can be
found faster
24. Turning friends into clients
GOALS
Build credibility and familiarity
Overcome objections
ACTIVITIES
Direct communications: email, thought leadership
Face-to-face meetings, needs assessment
25. The critical steps
I developed trust
Credibility
Rapport
I helped you better appreciate your problem
We crafted and owned the solution
I am willing to take ownership of the outcome
Problem knowledge is more critical than product knowledg
28. Turning clients into loyal clients
GOALS
Be more strategic
Deepen relations
ACTIVITIES
Client service, Client teams, Client surveys
Face-to-face meetings and seminars
29. Top 200 clients account for 60-85% of
revenue
0 200
Typical distribution of law revenues for top 200 clients
30. Why focus on client service?
“Follow the money…”
31. Clients who see their primary law firms as
best in client service deliver nearly twice the
spending
$1.15
Million $
$0.59
Spending on Primary Spending on Primary
Law Firm Law Firm Client sees
as BEST in Client Service
BTI Survey of Client Service Performance and Client Needs 2009
35. Client Surveys:
There is no substitute for asking your clients
Every client has different specific needs:
Responsiveness
Billing detail and formats
Budgets and summaries
Bench strength
Business referrals
Education
Etc.
Find out what the needs are and address them
36. It takes a “whole firm” to deliver
superior client service
Sample Client Service Improvement Checklist – everyone has a
Action Who
Introduce another practice group Attorneys
Managing partner visit with GC Management
Host a client event, Add client to Marketing
mailing lists, Perform a client survey
Set information alerts Library
Provide a customized billing format Billing/Finance
Create a Client Extranet IS, Secretaries /
Paralegals
Improve responsiveness Attorneys, Secretaries
37. Turn your tightropes into bridges
Commerce flows safely, securely, and reliably over bridge
39. Madrid Protocol
This marketing
program drove
over $200,000 in
revenue
- Emails were
personalized
- Part of larger
program
- High value topic
- Urgent action
needed
40. 409A Compliance
This marketing
program drove
over $550,000 in
revenue
- Campaign
included
emails, memos,
calls
- High value issue
- Urgent action
needed
41. How can you stand out online?
300,000,000
web sites
200,000,000,000
searches/year
43. Levels of social media engagement
I’d like to support you Act
I’d like others that I know Share/Tweet
to know about you
Friend I’d like to join your community
Like I like your message
46. Online video is a persuasive new medium
that law firms are tapping
People hire an attorney
because
They like him/her
They trust him/her
They think s/he knows a
lot