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Building A Brand

ABA Women Rainmakers Tucson, Arizona. Building A Brand. Anne Bothwell Speaker Company. World Class Brands. World Class Brands. World Class Brands. Marketing vs. Sales in A Law Firm. INSTITUTIONAL Print Communications E-mailers Advertising Seminars Conferences & Sponsorships

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Building A Brand

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  1. ABA Women Rainmakers Tucson, Arizona Building A Brand Anne Bothwell Speaker Company

  2. World Class Brands

  3. World Class Brands

  4. World Class Brands

  5. Marketing vs. Sales in A Law Firm • INSTITUTIONAL • Print Communications • E-mailers • Advertising • Seminars • Conferences & Sponsorships • Public Relations • Define Target Markets • Build Data Base • Manage Process INDIVIDUAL • Developing Leads • Developing Relationships • Asking for the business

  6. Strategic Advantage • Investing time and resources in a strategy the competition cannot or will not meet

  7. Firms With A Brand • A Long History • A Unique Product • A Unique Service Approach • A Consistent Investment in Building Their Profile

  8. Brand Tactics • Planning • Aligning Practices With Markets • Integrating • Leveraging • Benchmarking • Measuring

  9. Case Study • Research • Plan • Devise Strategies • Implement • Measure Goals vs Results • Adjust • Maintain Commitment

  10. Building A Personal Brand • Show Up • Push past Boundaries • Personal • Professional • Societal • Cultural • Get back On The Horse

  11. 20+ pages Cocktail Napkin Marketing Plan

  12. Breaking Through Barriers • Time • Cost • Competition • Knowledge • Gender “I am not a natural rainmaker”

  13. Gender • Find a Mentor/Coach • Having Confidence Inspires Confidence • Believe • Affirm • Leverage other Women • Be A Friend To Your Marketing Department

  14. Knowledge • Join • Bar Associations • Industry Groups • Charitable/Civic • Read • Client Focused Publications • Professional Development Materials • Ask

  15. Promote Yourself • Prepare Your “Elevator” Speech • Choose 2 topics to write/e-mail • Find a speaking opportunity • Talk to senior partners about your business development plan • Develop a relationship with a reporter • Meet an existing client once a month face to face • Network once per month/quarter

  16. Networking • Be interested/be interesting • Meet as many people as you can • Circulate • Assume the role of host • Follow Up Turn contacts into leads

  17. Client Service “Do Good Work and The Business Will Come”

  18. Coming Down The Pike • More sophisticated use of technology in marketing • Accountability • Support/Training • Consequences • More Success for Midsize and Large Regional Firms • Further disparity in compensation for rainmakers and non-rainmakers

  19. ABA Women Rainmakers Tucson, Arizona Building A Brand Anne Bothwell Speaker Company

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