Transcript Building A Brand - Bothwell Marketing

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
INDIVIDUAL
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Developing Leads
Developing
Relationships
INSTITUTIONAL
 Print Communications
 E-mailers
 Advertising
 Seminars
 Conferences & Sponsorships
 Public Relations
 Define Target Markets
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Asking for the business
 Build Data Base
 Manage Process
Strategic Advantage
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Investing time and resources in a
strategy the competition cannot or will
not meet
Firms With A Brand
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A Long History
A Unique Product
A Unique Service Approach
A Consistent Investment in Building
Their Profile
Brand Tactics
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Planning
Aligning Practices With Markets
Integrating
Leveraging
Benchmarking
Measuring
Case Study
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Research
Plan
Devise Strategies
Implement
Measure Goals vs Results
Adjust
Maintain Commitment
Building A Personal Brand
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Show Up
Push past Boundaries
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Personal
Professional
Societal
Cultural
Get back On The Horse
Marketing Plan
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20+ pages
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Cocktail Napkin
Breaking Through Barriers
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Time
Cost
Competition
Knowledge
Gender
“I am not a natural rainmaker”
Gender
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Find a Mentor/Coach
Having Confidence Inspires Confidence
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Believe
Affirm
Leverage other Women
Be A Friend To Your Marketing
Department
Knowledge
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Join
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Read
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Bar Associations
Industry Groups
Charitable/Civic
Client Focused Publications
Professional Development Materials
Ask
Promote Yourself
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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
Networking
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Be interested/be interesting
Meet as many people as you can
Circulate
Assume the role of host
Follow Up
Turn contacts into leads
Client Service
“Do Good Work and The
Business Will Come”
Coming Down The Pike
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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
ABA Women Rainmakers
Tucson, Arizona
Building A Brand
Anne Bothwell
Speaker Company