How to Impress In-House Counsel: Budgets
In the last blog, I shared some insights on communicating effectively with in-house counsel, which was provided by a panel at a Los Angeles Intellectual Property Law Association meeting. In the current blog I’ll impart the panel’s advice on cogent budgeting: Do your best to provide an accurate budget. Remember, in-house counsel is accountable to […]
The Care and Feeding of In-House Counsel
I recently attended a meeting of the Los Angeles Intellectual Property Law Association. The topic was “What Everyone Needs to Know about the Care and Feeding of In-House Counsel,” with the tagline “Especially Associates and Young Partners.” Although the audience was mostly IP lawyers, the intelligence shared by the panelists was valuable and actionable for […]
Where to Put Your Marketing Dollars Now
By: Sharon Berman
Published: The Recorder
As time and money are never plentiful, getting a good return on your marketing investment is always a challenge, regardless of economic conditions. Given today’s plethora of ways to market, including vehicles that didn’t exist several years ago, it’s even trickier to allocate your marketing dollars wisely.
One thing that hasn’t changed, however, is the fact that optimum marketing depends on not just one technique — rather it’s a mix of tactics, which is referred to as the “marketing mix.”
The Lead Generation Pipeline: Nurturing Prospective Clients Will Pay Off Later
By: Sharon Berman
Published: The Bottom Line – Publication of the State Bar of California Law Practice Management & Technology Section
It is a basic tenet of professional services marketing: the first step toward generating new business is establishing a qualified lead−a prospective client who fits within the parameters of the services you provide.
While it is great to receive an inquiry from a qualified prospect who ultimately gives you a signed agreement with payment, it does not always turn out this way. This does not mean that the lead should be dropped or discarded. Every inquiry has the potential to become a valuable future client if you remain on the prospect’s radar screen. To do this, you need to develop a “lead pipeline” by focusing on three areas: capturing the lead information, keeping it in the pipeline and nurturing the lead along the road to becoming a client.
Principal Sharon Berman Discusses Effective Attorney Marketing — Daily Journal
November 2010 Sharon Berman, Principal of Berbay Marketing & PR, was quoted in the San Francisco and Los Angeles Daily Journal article “How to Maximize Your Chances of Getting a Television Interview on a Budget.” The article discussed how lawyers can utilize television media to reach a large audience of potential clients and to help […]
How to Use Video to Get Up Front and Personal With Your Prospects
By: Sharon Berman
Published: Rain Today
When people require the professional services of an accountant, attorney or other type of professional services provider, they are really looking for a knowledgeable, approachable individual they can talk to, not just a firm. Even if your website articulately communicates your expertise and experience, you remain just another faceless company to a prospect who has never met you, your colleagues or one of your satisfied clients.
To counteract that dilemma, proactive service providers are now placing videos on their websites to show the people behind the firm. Some of these videos feature the firm’s professionals reaching out to website visitors and connecting with them on a personal level. Other firms have posted video testimonials, with actual clients telling powerful success stories.
Wrapping the Substance in Sizzle
Marketing a professional services firm depends a great deal on packaging, and almost everyone has a story to tell whether they realize it or not. Lately, we’ve talked with several law and other professional services firms who had some terrific material to “package,” but had not taken advantage of it. As we assessed their situation […]
Berbay Corp. Promotes CREW-LA’s Wine Tasting/Silent Auction Fundraiser
Senior Account Manager Beth Miller and Account Manager Megan Braverman promote CREW-LA’s 24th Annual Wine Tasting & Silent Auction fundraiser “CREWsing the World of Wine” at the Museum of Design Art and Architecture (MODAA) in Culver City on Oct. 7. Berbay Marketing & PR has provided marketing and public relations services to CREW-LA since 2006.
Build Now, Benefit Later
As I met with a law firm partner this week, he reminded me of something professionals usually overlook—the importance of building relationships while employed by a firm or in the corporate world. Those relationships will hold you in good stead if you should decide to become your own boss. This particular attorney started his own […]
Berbay Corp. Selected as Finalist for the PRSA-LA 2010 PRism Awards
December 2010 Berbay Marketing & PR has been presented with an Award of Excellence by the Public Relations Society of America-Los Angeles Chapter in the category of Special Purpose/Creative Materials. Berbay was named for designs created and developed on behalf of their client Beaumont Gitlin & Tashjian, a law firm that specializes in working with […]