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   Nov/Dec 2001


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PracticeDevelopment

THE NEW WORLD OF LAW PRACTICE MARKETING

ROSS FISHMAN


Parlez-vous français?

Though many firms brag that they have international clients, offices or capabilities, smarter firms convey that message more directly. San Diego-based Luce Forward’s Web site ( www.luce.com) has an introductory section translated into five languages in addition to English—French, German, Japanese, Korean and Spanish. And it includes the contact information of the lawyers who speak those languages. Just what you’d expect from savvy marketing director Maggie Watkins (mwatkins@luce.com).

Confidentially Speaking

With increased concern about Internet privacy, even law firms are developing and declaring online privacy policies. Littler Mendelson, for one, offers a thorough discussion of its policy—including a reservation of its right to use cookies in the future. Find it at www.littler.com/privacy.htm. It’s an instructive example.

O my goodness

Perhaps the best example of an initial-logo that actually works can be found at Orrick, Herrington & Sutcliffe’s site, www.orrick.com. It makes strong use of the unique first initial "O." Then, right below it uses a strategically shortened version of the firm’s name—simply Orrick. By doing so, the size of the name is large enough that it is not overpowered by the strong logo "O" above it. The full-length firm name would have gone unnoticed, suffering the same mediocre fate as most other firms’ efforts. A precedent-setter by the firm’s terrific CMO, Norm Rubenstein.

Making more of less.

In honor of the two-year anniversary of its merger, Levenfeld Pearlstein Glassberg Tuchman Bright Goldstein & Schwartz wisely elected to shorten its seven-name moniker to Levenfeld Pearlstein. But it needed a creative way to convey this information to its audience. So, the firm created a folding announcement postcard with the following message:

… We have spent the past 2 years entirely rethinking how law firms typically operate. We aspire to shorten the time it takes lawyers to do deals, to increase the level of service clients can expect. We want our name to stand for more than client service and technical skills, namely, to be known for speed, creativity and innovation as well. Levenfeld Pearlstein Glassberg Tuchman Bright Goldstein & Schwartz may have changed its name, but each of us … remains committed to your success.

The trick? The announcement uses arrows and creases showing how to fold the card. Folding the card as shown covers up the five removed names, thereby leaving only the firm’s new two-word name. The witty residual text reads, "There are several reasons it took us 2 years to shorten our name, namely Glassberg, Tuchman, Bright, Goldstein & Schwartz." Smart stuff.


Driving home the point.

Clients don’t want to hear what you can do. You have to show them. That’s exactly what Akin Gump is doing on its Web site, trumpeting a case it’s evidently very proud of: In Re the Impeachment of David A. Brock, Chief Justice of the New Hampshire Supreme Court ( www.akingumpcases.com). It uses driving music, video interviews and a detailed account of the background, political climate, legal environment and more. It doesn’t say that the lawyers do great work. It proves it.


Ross Fishman (rfishman@rossfishmanmarketing.com), a lawyer and president of Ross Fishman Marketing, has received 11 national marketing awards, including the 2000 Legal Marketing Association’s Best of Show Award. (847) 432-3546.  Web site: www.rossfishmanmarketing.com.