Friendly competition sets one AmLaw200 firm apart.

• Author: Hensley, Robin M.
• Position: Interview

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When it comes to law firm marketing and business development, competition is fierce. It is a sport almost as rough as football. In the last decade, the number of lawyers in the United States has risen 19 percent, totaling approximately 1.25 million in 2012. What offensive and defensive plays can law firms call to ensure they stay ahead of the ball and differentiate their marketing and business development efforts?

If you're Adam Severson, chief marketing and business development at Baker Donelson, it is through a friendly client-attorney competition called fantasy football.

Some of you may know that college football in the South is not a game. It's not even a pastime. It's a way of life that lasts 365 days a year. With offices in Alabama, Georgia, Florida, Louisiana, Mississippi, Tennessee, Texas and Washington D.C., no one covers the SEC like Baker Donelson. In response, Severson decided to capitalize on that passion. Baker Donelson invited clients and attorneys alike to participate in a pick 'em league powered by Athlon Sports.

Below is a Q&A with Severson that discusses this novel business development tactic, as conducted by Robin M. Hensley, business development coach and president of Raising the Bar in Atlanta.

How did you come up with the idea of using Fantasy Football?

We're always looking for ways to differentiate ourselves and were approached by Athlon Sports to consider this concept. After learning more about this new concept, we decided to give it a try. After all, our firm's offices cover the SEC better than any other firm in the country.

We liked that it portrays Baker Donelson as a fun firm, and it was a unique way to engage our clients outside of the attorney/ client relationship.

How does it work?

The pick 'em leagues are less arduous than fantasy football. Rather than holding a mock draft and selecting players to build a fantasy team, participants pick an outright winner for each game from the slate of games each week. A score from one game is also picked in the event a tie-breaker is needed.

Before the season started, we sent out an invite to our clients for this pick 'em league, and invited them to sign up in the Baker Donelson league. There was a winner each week who received a small prize and a season winner for larger prize.

Was it a risk? How did you present it to your staff?

Since it is not a traditional form of client engagement, there were some risks associated. We polled some firm leaders...