Monday, 27 July 2020

Linda Lamb

As the founder of a fast-growing family law business, when Linda Lamb spends money on marketing it has to count. So Return on Marketing Investment is a subject very close to her heart. How does she measure it?

“I wish it was as simple as just looking at the bottom line. But it isn’t. When you’re establishing a new brand, developing your profile is crucial and you need to find the right business partners to help you achieve that. You’re balancing lots of different priorities at the same time – creating a strong recruiter brand as well as nurturing business, both directly from clients and via law firm referrals – so an effective PR strategy is fundamental to future success. Our focus is on quality and building for the long term – and that requires investment.”

LSL Family Law already has a loyal following - Linda’s thoughtful advisory style and her dedication to client service (she used to be a midwife!) are a winning combination – the next step is attracting other family law professionals to join the team. LSL Family Law can provide an empowering career alternative for successful family lawyers who want to stay at the top of their tree, work flexibly and achieve that all-important work-life harmony. Linda has created an exciting way forward for family law professionals who are weary of the same rigid career paths, of relentless hours in large firms and who are not enamoured with the idea of branching out on their own as a sole practitioner.

A passionate advocate of new technology, Linda has integrated AI software with her website to enhance efficiency and to create the best possible client experience. Client feedback is amazing. She has also developed an impressive consultant portal system enabling those who join her team to share LSL Family Law’s well-established resources and third-party services. In addition to benefitting from LSL’s cutting-edge software and systems, consultants are offered IT support, mentoring and business development advice and are relieved of the responsibilities of compliance issues, credit control, indemnity insurance and marketing, leaving them free to concentrate on the needs of their clients.  And of course in the challenging environment created by the pandemic, Linda's focus on technology has been massively beneficial.  She has been using her technology and processes to induct clients online before setting up a video or phone chat.  She has also taken pains to develop the ranking of her website and using social media to highlight LSL Family Law is very much open for business, even conducting mediations online. 

 “When evaluating the benefits of marketing, it helps to establish your objectives and expectations early on. We wanted to grow our brand in a specific way and we chose Kysen because of the team’s excellent reputation and their track record in the legal sphere. We were impressed by Kysen’s warm, friendly, client centered-approach - which mirrors our own - and we felt that the team understood our needs from the start. How do we judge success? Initially, by achieving coverage on the right topics and in the right places – articles and comments being published in national broadsheets and legal trade titles – so that we can make that vital connection with our target audiences. The next step is to consider the level of engagement generated by these pieces – the likes and comments on social media, responses from established contacts and enquiries from new clients and prospective consultants. When a top family law lecturer and practitioner at a magic circle family law firm publicly express support for your views on the importance of business savviness in legal practice - that’s when you know your marketing strategy is having the desired effect.

“Kysen have been instrumental in boosting our profile and in helping us to achieve our strategic aims. The team are a delight to communicate with and are incredibly supportive. From writing articles for top legal publications to penning comments on family law storylines in soaps, our PR journey together has been extremely productive and tremendous fun.”

We’ve enjoyed working with you too Linda!
Suspension of Jury trials a threat to the rule of law, reads a Legal Futures headline this week  Too right!  There have been lots of positive changes to working practices during Lockdown, not least the revelation that we are all actually very productive when working from home and appreciate spending less time commuting and slowing down to enjoy the simple things.  But doing away with juries would most definitely not be one of them!  There must be another way to deal with the pressure on the criminal justice system posed by social distancing requirements.  

7BR's Head of Chambers Collingwood Thompson QC put it best in a recent piece in The Times, saying trials without juries must be the last resort as there are legitimate fears about how judges would reach a verdict on their own. He doesn't pull any punches! If you have a subscription, you can access the full article here
Love this latest Coronaviral clip: an Indian journalist interviews a pair of donkeys on the road about why they are not wearing facemasks.  Supposedly he did it to help raise awareness of the importance of mask wearing. And as the video went viral, he can certainly claim he achieved that aim.  

For me, I just enjoyed  the light relief. If it passed you by, you can enjoy the interview here.

Friday, 17 July 2020

Ruth Napier

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Cripps PG's Ruth Napier believes in a layered approach to marketing law firms.  With almost 20 years experience in legal marketing, and before that 15 years marketing big banks, what she doesn’t know about professional services marketing isn’t worth knowing.  When she agreed to share her wisdom on the subject of Return On Marketing Investment, I was all ears.

"The secret to getting the best returns is to focus your marketing effort on the areas that will give you the most value.”  I couldn’t agree more.  Now in an ideal world you shouldn’t need to spell this out, you may think.  But from my own 30 years in legal marketing and PR I am well aware that a good proportion of many legal marketing teams’ activity happens because senior partners or QCs ask them to jump and they respond by asking “How high?”  It takes a strong marketing professional to direct a firm’s or chambers’ marketing, rather than merely implementing the requests of the lawyers.  “Once you have identified those key areas, the next golden rule is to plan joined-up campaigns that organize, co-ordinate and synchronise layered streams of marketing activity around them,” she continues. “So you might be marketing fewer initiatives, but you are making sure that each is promoted thoroughly, and in a multi-faceted way.  So you will put together a programme that involves maybe a direct mailer to clients, a seminar, a page on the website and also press activity, all on the same topic area to really make an impact.”  This is the way to do it!  In my book, co-ordinating activity that puts partners and barristers into face-to-face conversations with existing/potential clients, with promotional initiatives that place the firm/set in the best possible light for the particular area of work in question at just the right moment, is the best way to deliver tangible results – i.e. new instructions.  And of course any marketeer who can demonstrate clear returns on marketing investment will earn respect and therefore have much more say as to how the organisation’s marketing is done going forward.  Not many are in such a privileged position as Ruth.  But she’s earned it.  What a refreshing change from the all-too-familiar picture of the massively overworked marketing team running breathless from one stand-alone marketing task to another: a seminar for the corporate team one week, then a press push for the real estate group the next, flipping their attention to a cocktail party for the private client department after that. 

“When I’m deciding what type of initiatives to include in my marketing mix for any one campaign, I have a picture in my mind of a marketing and business development “hopper”: you begin with activity targeted at audiences of hundreds of thousands, such as press work where your messages will be reaching vast numbers of people you can never hope to meet; mixed together with initiatives that reach thousands, such as a conference; then hundreds, such as events hosted by your own firm; then finally when you are talking about one-to-one conversations between partners and prospects, (or with clients where you are hoping to get a new type of instruction), you are reaching people in their tens; and hopefully at this point individual clients (or new mandates from existing clients) start popping out the bottom of the funnel.   

And of course the flow from prospect to new piece of business may not be linear.  For example appearing in the press may become most critical at the point you are meeting clients and prospects face-to-face.  The key is to have a good spread of activity from each of these levels in the hopper, in your mix.”

I can count on one hand the legal marketeers who are as determined to show tangible new business results from their marketing programmes (and most of those I can count have been profiled in this blog). Far more often the claim is that it’s impossible to show a direct correlation.  But does she feel ROI is as important in these strange times we live in?  Is it even possible in this Lockdown-disrupted market?  "As we are in an uncharted period of global change, it might be tempting to throw ROI out of the window, but it's still an important part of understanding the impact of specific marketing activity.  However target-setting for a particular activity or campaign is being less informed by historic benchmarks of course, which makes the job of pinpointing ROI harder", she says.  That's a natural challenge that comes with doing business in "unprecedented" times, I guess!  It's clear Ruth thinks we shouldn't give up.  After all, when financial times get hard, ROI plays a critical part in justifying what marketing spend needs to continue. 

Let’s all be more ambitious! Ruth is proving it can be done – and that the more you can demonstrate results, the more autonomy you are given to run your firm’s/chambers’ marketing programme the way you think it should be run.

Finance's Return To The Office: Major Considerations For CFOs
So the entire legal profession appears to be planning its return to the office (or chambers).  Have you already started allowing people to return?  And are you phasing it in between September and the New Year?  Many people we speak to are busy making workplaces safe, to enable a safe return after the Summer for those who want to, (who feel starved of the social interaction that office life brings / are desperate for other reasons to escape home confinement!), but limiting numbers, with a view to encouraging more to return in the New Year.  But hardly anyone is planning a return to previous office working patterns, nor a complete switch to a remote-working model.  Many firms and chambers have been canvassing their people to gauge appetite for continued home-working post-Coronavirus and the overwhelming trend seems to be people requesting a hybrid, so the freedom to create a new pattern of home and office working in a mix that suits them individually.

What’s your experience?  We’d love to hear.  If you’d like to share, please use the Comment box below.

funny-face-masksWe heard this week that facemasks are not going to be made compulsory office-wear, but looking at some of the wonderfully creative designs popping up on the market, many of use may well choose to make them part of our new professional look.  Here is a selection of my faves….

Friday, 10 July 2020

Andrew Gilmore

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Grosvenor Law's Andrew Gilmore believes working practices have changed forever because of the Lockdown experience, as remote and virtual hearings have become prevalent, but that in the area of criminal law sometimes face-to-face just can't be replaced. 

Andrew and I were speaking after he had helped Kysen with a media enquiry from the Express, requesting expert legal comment on an EastEnders crime storyline.  As you can imagine Kysen never likes to turn journalists away empty handed, so through a mutual friend and client Derrina Jebb from SA Law we were put in touch and Andrew prepared some insightful comments at breakneck speed. We were extremely grateful for his input (you can take a look at the full article here), so thank you Derrina for the introduction. (Readers, do bear us in mind if you are sat on your sofa watching a TV or film plotline that has a legal angle.  We have a little-black-book of TV journalist friends who love to hear how real legal life compares with the stories they are reviewing.)  Andrew knows the system pretty much better than anyone I know.  He began his career at the Serious Fraud Office before moving to East End criminal law firm JR Jones, followed by a 14 year stint at Janes Solicitors,  finishing up at Mayfair's best, Grosvenor Law, which specialises in complex cases for high net worth individuals, whether arising from business or personal life.  Not only was he super helpful with this press enquiry, but we also got talking about the justice system.  And when he opines, given his background and expertise, you really want to listen. 

We talked at length (over Zoom of course, as this is the way The Conversation has evolved in recent months 😉), about how everyone's Coronavirus-induced experience working remotely from home is the way forward and how it has expedited the courts' take-up of technology as well, most of which is a very positive experience. "However with criminal work you have to appreciate how stressful it is for an individual being defended from accusations in the context of the Criminal Justice System", Andrew explains. "It's so highly personal, and threatening, so when clients meet the lawyers defending them, it needs to happen in person. They want to know you're there for them and they will want to check out the cut of your jib, to see who it really is that they have on their side. Often the defendant will feel backed into a corner and that everyone is against them. And usually that first meeting with the lawyer(s) takes place at a police station, which is an intimidating environment for a defendant, so clients certainly don't want you attending by phone or video. They need your physical presence because in this distressed situation they will want an element of personal comfort and support, at a level that doesn't occur in the commercial law world. Criminal defence work is very much a trust based service industry."

There is a place for online hearings in the Criminal Justice System and for this reason Andrew has been very pleased to see how the use of technology has ramped up in the criminal courts.  "They bring tremendous efficiencies when it comes to smaller, preliminary hearings.  For these, online is perfect.  It's so much quicker, cuts down on travel time and cost, and is convenient all round: better for prisoners and  for the prison system, as it dispenses with the need to transport defendants between prison and court, so to this end it saves tax payers money. It's also been interesting to observe another benefit of running these smaller hearings online; there's far less space for people to talk when a hearing is conducted via a medium like Zoom. And when people do talk, what they say is to the point.  This all cuts out time that is usually wasted when hearings happen in person.  It also dispenses with the physical "faffing about" that happens in real life as people take their seats in a room, and the additional talk and chatter that happens at this point.  So in all, the whole process is slimmed down considerably.  However when the case gets to the full trial, the in-person element is critical. Yes, online can help speed up the system, but detachment is not good when it comes to a trial and is likely to be detrimental to defendants. Anyone accused of a crime will want to see their accusers face the full trial process."

When judging the fairness of the Criminal Justice System, empathy for defendants is generally in short supply.  But to my mind, one of the central tenets of justice and respect for human rights is what happens to an innocent person who is put through the system.  Do they emerge unscathed? Or is the process so frightening and stressful that they are left with lasting damage?  "Whilst efficiency in the system is important", Andrew continues, "we need to be wise as to when technology should take a back seat in the courtroom and understand when face-to-face shouldn't be substituted."

I was keen to ask Andrew about a point Head of 7BR Chambers Collingwood Thompson mentioned to me last week, that "judge-only" criminal trials are being suggested to deal with the backlog of cases resulting from the need to socially distance in the courtroom (meaning far fewer trials can take place a day). Collingwood gave me his view (which we placed in The Times, available to view here if you have a subscription), that judges are far more likely to convict than juries. "That is precisely why the profession has been up in arms about the suggestion", says Andrew.  Yes we need to deal with the backlog, but judge only trials are not the way."

In case you missed it, New Law Journal recently published a three-page feature detailing the results of a joint study with Kysen on how top legal marketing professionals measure Return On Marketing Investment.  You can access the full article here.  Measuring ROI is a thorny challenge for the professional services sector at the best of times.  And now even more so, as firms, chambers and other legal businesses scramble for position post-Lockdown, at a time when every single penny of the marketing budget has to count.  

Over the next few weeks on this blog we will be publishing in full the individual interviews summarised in this feature, to give you even greater insights. 

So we are gradually returning to pub culture and I have to say the British Public has never in history looked so coiffured, all at the same time.  By the end of next week, I imagine everyone in saloon and public bars up and down the country will be pumped and preened without exception.  Rare for everyone's haircut cycle to be so in sync.  Time for the great national selfie?