Ask the Authorities.

• Author: Hirsch, Stewart

THE QUESTION

My firm with 85 lawyers just opened its first satellite office in a city 100 miles away. My managing partner told me that they will run their own marketing. How do I convince them that we need this function integrated?

Lisa Meyer

Opening a satellite office is a big milestone for a firm, not just from a marketing perspective, but in terms of how the marketplace views the firm. Suddenly your reach is broader, and the universe of potential clients to encounter you expands. Of course you are correct in thinking that the firm should coordinate all marketing. Letting the offices market on their own dilutes the power of being together!

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To convince your managing partner, start by looking at the client lists of both offices. Point out clients of the original firm in the geography of the new office and clients of the new office in the vicinity of the original office. Ask your MP to consider how uncoordinated messages to those clients might be detrimental to your marketing efforts. Also look for crossover in prospect lists of both offices and point out that without coordinated efforts, you could both be pursuing the same prospect without knowing it! Point out that the relationships created in the new office could help open doors for efforts of your current office and vice versa. Focusing on business development opportunities might just be the answer.

Lisa Meyer is the marketing director at Preti Flaherty and is the immediate past president of the LMA New England Chapter.

Keith Wewe

Bullying your way into the process will get you nowhere. Lawyers can be a boastful bunch, so demonstrating the value of an integrated marketing strategy instead of preaching its importance will get you much further.

First, ask your managing partner the reason for allowing the satellite office to run its own marketing. You might get a variety of answers, but understanding these key determining factors will allow you to craft a strategy for success.

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Next, plan carefully. Take the initiative to create a marketing plan for the new office by understanding some key criteria in the marketplace.

* What is the media and business landscape? What and who do you need to know to be effective?

* Who are your primary competitors?

* What are your sales opportunities?

* What key messages should you deliver in this new market? How does this ft with the overall message of the firm?

Finally, bundle your plan together and top it of with...