Marketing for All Ages
A lawyer-client in her mid-fifties has been practicing for three decades. She is a successful litigator and a partner at an established firm, but has never been a rainmaker. Now, however, with business slower at the firm, and she is facing the challenge of learning how to develop business. This was our question to her: […]
An Education in Marketing
Last week, in two separate meetings to discuss law firm marketing I met with very successful trial lawyers who attributed a portion of their success to their schooling and experience in secondary education. One of these attorneys had studied secondary education as an undergraduate but never taught in a classroom; the second attorney taught high […]
Berbay Corp. Exhibits at Benjamin S. Crocker Symposium on Real Estate Law and Business 2010
March 2010 Berbay Marketing & PR exhibited at the Benjamin S. Crocker Symposium on Real Estate Law and Business 2010 for the third consecutive year. Presented by The Real Property Section of the Los Angeles County Bar Association and The Richard S. Ziman Center for Real Estate at UCLA, the symposium was held on March […]
Marketing Your Ability to Help Corporate Counsel Manage Risk
By: Sharon Berman
Published: The Daily Journal
A common thread running through surveys of corporate counsel is that managing legal risk is high on their list of concerns. Effectively communicating your understanding of risk’s components and demonstrating how you can help corporate counsel manage that risk is essential in attracting the attention of a potential new corporate counsel client, or reinforcing your relationship with an existing one. It’s also a key way to demonstrate that you understand the legal components as well as the business implications of that risk.
Why Set Google Alerts?
How do you stay up-to-date on the latest trends in your industry? What are people saying about you and your firm? To answer these questions, set up a Google Alert. A Google Alert is a program which monitors the web and sends you relevant email updates on your search term or query. To stay current […]
How to Make Sure Your Marketing Campaign Isn’t a Flop
By: Sharon Berman
Published: Rain Today
Is my marketing working?
That is one of the fundamental questions professional services marketers ask themselves—and is asked even more often by their management. The only way to know is to measure your marketing results, and that has proven notoriously difficult in the field of professional services.
What impression do your holiday cards make?
Holiday cards can be an effective marketing tool—if they’re done right. The ones that leave a lasting impression on me are cards where someone has handwritten my name and signed it by hand. The gold star goes to cards that have a personal note. What a great way to remind a client, prospective client or […]
Why Branding Works
I saw a terrific example of why branding works on my recent vacation in Australia. Burger King is named Hungry Jack’s there. When BK decided to establish franchises in Australia, the name Burger King had already been taken by another takeout place. The Australian franchisee chose the name Hungry Jack’s, but used the same logo, […]
Competing with a Larger Firm: How the Web Levels the Playing Field
By: Sharon Berman
Published: Rain Today
Until recently, professional services firms of different sizes marketed on an uneven playing field. Larger firms held the high ground and had the advantage. Fortunately, the web has lowered the barriers to entry so that smaller firms can now promote their services as successfully as large brand-name firms. For a relatively low investment, smaller firms can expand their presence and reach desirable clients as effectively as those that have larger wallets. Seizing turf is as simple as taking advantage of the tools the web has to offer, but it does take a willingness to learn the tools and apply them.
Cross-selling Professional Services
Do your current and former clients only associate you with professional services you have already provided to them? If so, your ongoing challenge is to educate them about the other services you can offer. Unless you gently, but steadfastly promote your full range of professional services, they may not think of you when they have […]