Page 73 - Professional Services Networks
P. 73
The Handbook: Law Firm Networks
promote themselves pay a lot of money. A number of the publications also expect advertisements if a firm or
network is referred to in an article.
Technology has not radically changed the external marketing for networks. There does not seem to be any
organized program for advertising a specific network or networks in general. This is a significant missed
opportunity give the costs are practically zero. All that the Internet has done is make the networks easily
accessible; it has not generally raised their profile. This will be changing with AILFN.322
Exhibit 8 – External Marketing and Brand Development
Budget Level 1 Level 2 Level 3 Level 4
Website
No No or very limited Yes Significant
No Yes – Directory Yes – directory, Yes – directory,
interactive, interactive, third-
External Marketing Materials No No member-focused party focused
Yes Yes – coordinated
Media Kits No No throughout network
Brand Name Use by Members No Referenced on Yes Yes
website Yes – prominently Brand name in firm
Client Seminars No displayed on name or is firm name
Client Webinars No No website
Event Sponsorships No Yes Yes
No Yes Yes
Research Grants No Some small events Yes – golf, auto
Awards No No races, etc.
No No Yes
Trade Publication Advertising No Some – student Yes
Business Magazine Advertising No No writing contest
Television Advertising No No Yes Yes
Foundations No No No Yes
No No Yes
Some Yes
Alternative Marketing Strategies – Awareness and Engagement
Alternative marketing strategies leverage the reputation of the network and of each of its members though
associations with other organizations. This type of association basically states, “this network must be good if
X organization would associate with it.” The other association must also derive a benefit, which can be
financial or strategic in nature.
In order to form these types of relationships with other associations, the network must not only have a
positive reputation but also be able to offer something. There must be a reciprocal relationship. This is
particularly true if the other association or group is much better known. The same premise could apply to
associations. A number of these relationships can be cited. For example, Lex Mundi has a relationship with
the Association of Corporate Counsel (ACC) to assist them in recruiting. The local firms host a CLE course
that is co-sponsored with the local ACC chapter. The costs are paid for by the member firm. Both the firm
and the ACC chapter get exposure.323 Another example is the SCG Legal, which has an agreement with
321 IFLR 1,000, www.iflr1000.com/ (last visited Feb. 5, 2016).
322 One of AILFN’s primary objectives is to use social media to educate the profession. See AILFN, YOUTUBE, www.youtube.com/watch?v=-
9Rh7fGcw4k (last visited Feb. 5, 2016).
323 This idea has been extended in 2013 to regional briefings such as developments in Africa. Press Release, PR Web, Lex Mundi and the Association
of Corporate Counsel (ACC) Present Series on Investing in Africa, PR Web (Oct. 17, 2013)(
- 61 -
promote themselves pay a lot of money. A number of the publications also expect advertisements if a firm or
network is referred to in an article.
Technology has not radically changed the external marketing for networks. There does not seem to be any
organized program for advertising a specific network or networks in general. This is a significant missed
opportunity give the costs are practically zero. All that the Internet has done is make the networks easily
accessible; it has not generally raised their profile. This will be changing with AILFN.322
Exhibit 8 – External Marketing and Brand Development
Budget Level 1 Level 2 Level 3 Level 4
Website
No No or very limited Yes Significant
No Yes – Directory Yes – directory, Yes – directory,
interactive, interactive, third-
External Marketing Materials No No member-focused party focused
Yes Yes – coordinated
Media Kits No No throughout network
Brand Name Use by Members No Referenced on Yes Yes
website Yes – prominently Brand name in firm
Client Seminars No displayed on name or is firm name
Client Webinars No No website
Event Sponsorships No Yes Yes
No Yes Yes
Research Grants No Some small events Yes – golf, auto
Awards No No races, etc.
No No Yes
Trade Publication Advertising No Some – student Yes
Business Magazine Advertising No No writing contest
Television Advertising No No Yes Yes
Foundations No No No Yes
No No Yes
Some Yes
Alternative Marketing Strategies – Awareness and Engagement
Alternative marketing strategies leverage the reputation of the network and of each of its members though
associations with other organizations. This type of association basically states, “this network must be good if
X organization would associate with it.” The other association must also derive a benefit, which can be
financial or strategic in nature.
In order to form these types of relationships with other associations, the network must not only have a
positive reputation but also be able to offer something. There must be a reciprocal relationship. This is
particularly true if the other association or group is much better known. The same premise could apply to
associations. A number of these relationships can be cited. For example, Lex Mundi has a relationship with
the Association of Corporate Counsel (ACC) to assist them in recruiting. The local firms host a CLE course
that is co-sponsored with the local ACC chapter. The costs are paid for by the member firm. Both the firm
and the ACC chapter get exposure.323 Another example is the SCG Legal, which has an agreement with
321 IFLR 1,000, www.iflr1000.com/ (last visited Feb. 5, 2016).
322 One of AILFN’s primary objectives is to use social media to educate the profession. See AILFN, YOUTUBE, www.youtube.com/watch?v=-
9Rh7fGcw4k (last visited Feb. 5, 2016).
323 This idea has been extended in 2013 to regional briefings such as developments in Africa. Press Release, PR Web, Lex Mundi and the Association
of Corporate Counsel (ACC) Present Series on Investing in Africa, PR Web (Oct. 17, 2013)(
- 61 -
