Audio & Video
Books
Multimedia
Research
Add Your Product
Customer Service

White Paper: How Dykema's Business Development Reaped $6 Million
Learn how Dykema became the go-to law firm in four

REACHING NEW MARKETS WITH INDUSTRY PRACTICE GROUPS

$150.00

More than 150 people jammed into the room at the 2004 LMA conference to hear marketing experts Darryl Cross, John Remsen Jr. and Larry Bodine describe IPGs, display numerous live examples of firms using the approach and explain how professional firms can implement the idea. If you were unable to get into the room, this is your chance to catch the recording of their subsequent live Web broadcast.

Law, accounting and consulting firms have traditionally built their marketing programs around their internal organizational structures, trying in vain to market areas of law like "commercial litigation" and "tax." Today's smart professional firms are taking a whole new approach to the market by targeting key industry segments with fully integrated industry practice groups, or IPGs.

The highlight of the program is the practical, nuts-and-bolts "Ten Steps to set up Industry Practice Groups," which is supplemented by a set of worksheets, forms and checklists, including:

  1. Industry Analysis Worksheet
  2. Practice Group Worksheet
  3. 2004 Individual Attorney Marketing Plan

 

Here's what you'll learn:
  • The mistake that firms make when they "market their organizations."
  • Taking advantage of the way clients think about their projects.
  • The three things clients look for on professional firm Web sites.
  • How Foley & Lardner, Buchanan Ingersoll, Hale & Dorr use IPGs.
  • Case study: Gunster Yoakley's Leisure & Resorts Group.
  • Case study: Butzel Long's Medialawyers.com.
  • Holland & Hart's Ski Law.
  • Case study: Miller Faucher & Cafferty's 11 industry defendants.

    About the Faculty

    Larry Bodine is Regional Director for North America of the PM Forum, a global organization of 3,000 marketers in law, accounting and management consulting.

    Since 2000 Larry has also been a strategic marketing consultant based in the Chicago area. He advises law firms across the country on marketing strategy, individual sales plans and Web sites. Typical assignments include developing a firmwide marketing strategy, meeting with partners to compose individual marketing plans and using technology to market a law firm.

    He is the former Director of Communications of Sidley, Austin Brown & Wood, where he served for eight years. He has 15 years' experience as a journalist, serving as Editor and Publisher of the American Bar Association Journal, the National Law Journal, Lawyers Alert (renamed Lawyers Weekly) and other news publications.

    Larry practiced law in Madison, Wisconsin and is a cum laude graduate of both Seton Hall University (J.D., 1981) and Amherst College (B.A., 1972).

    		   Darryl Cross, former Managing Director of Darryl Cross Consulting has over twelve years of experience in strategic marketing, CEO- level sales tactics, business action plans and the use of technology to increase revenue. Darryl has been proven to be a pioneer that delivers results.

    He is currently Director of Vertical Markets for InterFace Software.

    Darryl served as the Chief Marketing Officer of Benesch, Friedlander, Coplan & Aronoff LLP. He was a member of the Executive Committee of the 130-attorney law firm based in Cleveland, OH. During his tenure, he was awarded the top national award in the legal industry, the 2003 Elite Excellence in Marketing Award, for "Creating a Sales Culture at a Law Firm" and was a finalist for the national Marketing Director of the Year.

    Darryl served as the Marketing Director for David, Hagner, Kuney & Davison, a high profile, "boutique" law firm in Washington, D.C.     		   John L. Remsen, Jr. is the founder and organizer of The Managing Partner Forum and a pioneer in the field of law firm marketing.

    He was the first in-house marketing director at Gunster, Yoakley & Stewart (1990-1993) . Today, the firm has over 140 attorneys and seven office locations throughout the state.

    After his tenure at Gunster, John became the Director of Practice Development at Porter, Wright, Morris & Arthur (1993-1996), an Ohio-based law firm with over 260 attorneys at six office locations.

    John is widely recognized as a leader among law firm marketing professionals. He is currently a member of The Florida Bar's Standing Committee on Advertising.

    In March 1997, John formed The Remsen Group, a marketing consulting group that works exclusively with law firms to help them develop long-term marketing strategies and implement proven, cost-effective business development programs. The Remsen Group has worked with over 75 law firms of all types and sizes.