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We just had an open house for a new office, spent a lot of money and invited clients with offices in that city, but only a small percentage of our local partners showed up. The usual excuse--immediate client needs. I'm getting blamed for not making sure this was on their calendars. What do I do?

Kim Brannan

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Use hindsight to evaluate the planning process and ask yourself, "What went wrong?" It takes a lot more than simply getting a date on their calendars to encourage attorneys to participate in events. Perhaps the local partners did not feel any sense of ownership in the open house. By engaging the attorneys early in the process, they will more likely feel invested in the event and develop some emotional buy-in. The event was probably held with the purpose of developing new relationships and building upon current ones. Did the attorneys understand this at the onset? Were they provided with updates as RSVPs were coming in, so that they knew which guests were expected? You need to keep it on their radar screen.

Consider assigning each partner the responsibility of "hosting" two or three clients at future events. Ask them to call these clients in advance to provide the personal touch to encourage their attendance. Upon arrival, the partner should greet their assigned clients and introduce them to other guests. If attorneys have a specific role to play and grasp how the event can improve new business development efforts, then attendance will most likely increase.

With 30 years' experience in marketing and public relations, Kim Brannan is marketing director for Tampa-based Hill Ward Henderson. She spearheads the firm's marketing programs and supports new business development.

Kelvin Chin

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What you can do: Show your managing partner that you have a new approach so it won't happen again. "Immediate client needs" is a legitimate excuse in a law firm because billable hours are how we get paid. By acknowledging that, we gain credibility with our attorneys. However, tell your MP next time you'll take this approach:

  1. Get the event on the lawyers' calendars. Explain the business reason for the event.

  2. Get an email commitment from the lawyers who will attend.

  3. Send them the list (group accountability), and CC your boss.

  4. Hold a meeting one to two weeks in advance to prepare the lawyers and to develop a strategy for maximizing the event's marketing/business development outcome. Give tips on how to work the...

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