Page 76 - The Handbook - Legal and Accounting Networks 81
P. 76
Law and Accounting Networks and Associations
successful the internal marketing has been to create awareness of attorneys that are not the contacts. It is this
awareness that will create the highest ROI.
However, awareness of membership in a network or networks varies considerably depending on many factors
ranging from the type of network (Level 2, 3, or 4) to the number of networks in which an individual law firm
participates. Without establishing brands associated with members, awareness is difficult to achieve.
Technology can change this by broader distribution of materials in alternative format such as groups and
videos.
Organic or three-dimensional internal marketing is limited as a result of the lack for financial and other
resources. Interaction must produce a return on investment beyond simply making contacts. Jointly producing
a tangible product requires staff coordination or the investment of one firm. Most networks do not have these
resources.
External marketing to individuals and corporate clients have been often limited. How does a network present
itself and its members to corporate counsel? The obvious is to have a corporate counsel association meeting.
Because it is obvious, everyone does it — including the largest law firms. There is usually only a small amount
of differentiation.
The best would be to develop a uniqueness that develops a relationship with clients and potential clients. The
relationship must be reciprocal.
64
successful the internal marketing has been to create awareness of attorneys that are not the contacts. It is this
awareness that will create the highest ROI.
However, awareness of membership in a network or networks varies considerably depending on many factors
ranging from the type of network (Level 2, 3, or 4) to the number of networks in which an individual law firm
participates. Without establishing brands associated with members, awareness is difficult to achieve.
Technology can change this by broader distribution of materials in alternative format such as groups and
videos.
Organic or three-dimensional internal marketing is limited as a result of the lack for financial and other
resources. Interaction must produce a return on investment beyond simply making contacts. Jointly producing
a tangible product requires staff coordination or the investment of one firm. Most networks do not have these
resources.
External marketing to individuals and corporate clients have been often limited. How does a network present
itself and its members to corporate counsel? The obvious is to have a corporate counsel association meeting.
Because it is obvious, everyone does it — including the largest law firms. There is usually only a small amount
of differentiation.
The best would be to develop a uniqueness that develops a relationship with clients and potential clients. The
relationship must be reciprocal.
64
