Chapter on Chapters: Ohio Chapter Shares Key Takeaways from the 2013 LMA Annual Conference

by Gretchen Lyn Koehler on May 18, 2013

Gretchen Lyn Koehler

This month’s Chapter on Chapters column focuses on the Ohio Chapter of the LMA.  Hats off to you, Ohio Chapter, for publishing a newsletter containing Key Takeaways from the 2013 LMA Annual Conference less than one week after the conclusion of the event!  The takeaways shared in the article featured a robust sampling of actionable ideas for legal marketing and business development professionals across the career spectrum.  While we’ve pared them down to brief bullets below, we welcome our New York Chapter members to visit the Ohio Chapter’s newsletter and read the full article, Ohioans Share Key Takeaways From the 2013 LMA Annual Conference.

Key Takeaways:

  • “One of the lessons that business development professionals can take away is to help their respective firms communicate their value proposition because if lawyers do not understand value, they can’t deliver that message.”  — Dorenda Swanson, Squire Sanders
  • “Clients don’t just want legal advice, they want the law firm to be more of a partner, share in risks, provide more than legal advice – they are looking for an answer to a business problem and want to work with firms that can provide that type of integrated approach to helping them.”  — Dorenda Swanson, Squire Sanders
  • “The Critical Thinking Advantage by Risa Mish was outstanding.  One of her quotes, ‘no man stands in the same river twice,’ stands out as a challenge to think differently about problem solving and assessing the best options.” – Susan Malburg, Ulmer & Berne LLP
  • “It’s time to throw out our old, boring pitch materials.  We need to focus on the client and customize our pitch to their business.”  — Jill Rako, Bricker & Eckler LLP
  • “A recent InHouse Counsel survey showed that an outstanding 73 percent of in-house attorneys are on social media, up more than 10 percent from last year.  If you need ammo to get buy-in, the free survey will be distributed on April 18 – sign up to receive it.”  — Jeff Dennis, Kegler, Brown, Hill & Ritter
  • “From the session titled Making Client Service a Differentiator: It Takes a Village – “As legal marketers, we need to be more proactive.  We need to tell the attorneys how we (marketing) add value and we must find a way to talk to clients.”  — Laura Stevens, Freund, Freeze & Arnold
  • “If you are able to talk to clients formally through a survey, ask the all-important question: ‘On a scale of 0 to 10, how do you rate overall service from us?’  Remember that an 8 is NOT a 10 – 8 is average.  Ask the client how you get to a 10.”  — Jennifer Shankleton, Brouse McDowell
  • “My favorite parts of the conference centered on creative ways in which business development/marketing staff can allocate time and resources to ensure they are focusing on the most impactful and substantial projects.”  — Rob Phillips, Vorys, Sater, Seymour and Pease LLP

Thanks to the Ohio Chapter for sharing takeaways that will undoubtedly inspire new approaches and initiatives throughout the legal marketing field. We welcome New York Chapter members to contact NYLMA Communications Committee Chairs to share key takeaways you noted as well, either via an article to be published in a future NYLMA newsletter, or as a quick thought for a list we will circulate in a future newsletter update.

Gretchen Lyn Koehler is the Director of Business Development & Marketing at Kasowitz Benson Torres & Friedman. Gretchen can be reached at gretko@gmail.com

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