How to market your law practice like lady gaga

June 28, 2012

How to Market Your Law PracticeLike Lady GagaPresented by Larry BodineEditor in Chief, Lawyers.com

June 8, 2012

Larry BodineEditor-in-Chief, Lawyers.comChicago, [email protected] Phone: 630.942.0977

How to Market Your Law Practice Like Lady Gaga2

mailto:[email protected]

June 8, 2012Missouri Bar Solo Small Law conference3

http://Blogs.Lawyers.com 3 Million Unique Visitors per Month

http://blogs.lawyers.com/

http://blogs.lawyers.com/

June 8, 2012How to Market Your Law Practice Like Lady Gaga4

WTF?!

June 8, 2012Title name goes here5

• Will you have to wear see-through bubbles?

• Will you need to wear 11-inch heels?

• Will you need to shoot sparks from your chest?

How does pop music = Law Practice


• Filed IPO to raise $120 million• 500,000 orders placed on their

website in 2011.“Attorneys are frequently unable to predict the time required to address a client's legal matter… This can be particularly true of generalist attorneys that offer many disparate legal services to members of their local communities.”

LegalZoom’s War on GPs and Solos


• If LegalZoom hasn’t found a form to replace you yet, they are working on it. • GPs and solos must fight back – with marketing.• You must focus on practices that require judgment, experience and counseling – and market them to clients.

• Use Lady Gaga’s proven techniques to distinguish yourself, get noticed in the marketplace and build a fan base of clients who return to again and again.

LegalZoom’s War on GPs and Solos

June 8, 2012

How does Lady Gaga measure success?• 23 million albums , 81 million singles

worldwide• Forbes' Most Powerful Woman in the

World 2011• Time magazine -- one of the most

influential people in the world• 5 Grammy awards• 13 MTV Video Music Awards

How to Market Your Law Practice Like Lady Gaga

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• Grossed $90 million in 2011 - Forbes

• Integrated entertainment, promotion and performance company

• Haus of Gaga fashion design• GLAM lipstick and lip gloss• Profiled in The Economist, Wall Street

Journal, Smart Money• CEO is age 26

Lady Gaga is A Business


April 25, 201211How to Market Your Law Practice Like Lady Gaga

• Vision to combine glam rock with simple melodies

• Image is orchestrated even though it’s personal

• Appeal to core of admirers – anyone who doesn’t fit in

What is your unique selling proposition?

Has a targeted Marketing Strategy


• Target: railroad workers: engineers, conductors, switchmen

• Lawyers Weekly, "Small Firm Rides String of Victories in Railroad Cases.”

Clear USP: Railroad Injury Cases

http://www.uselaws.com/news/1/5





Lady Gaga is all about What’s New

A Japanese shoe designer has become a pop diva's favorite by taking geisha and making it Gaga.


Lady Gaga is all about What’s New


• Began playing the piano at the age of 4

• Wrote first song ballad at 13• Started to perform at open mike

nights at 14• Dropped out of NYU at 19 to

start own band in New York City• Invited to play at the

Lollapalooza music festival at 21• First hit album The Fame at 22

Has talent and Built on It


Clients want specialists, not generalists• Where do you get the best results? Divorce? Employment? Litigation?

• Of all the things you do, what are you especially good at? Oral argument? Drafting? Negotiating?

• What comes naturally to you? Networking? Seminars? Articles? Social media?

Market one thing in particular

Find your talent and Build on It

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Improved on Proven Success



Dress Distinctively

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Short and Memorable Name


Original name: Stefani Germanotta Renamed after the Queen song "Radio Ga Ga”• Lathrop & Gage – • Blackwell Sanders Matheny Weary & Lombard – • Thompson Coburn – • Armstrong, Teasdale, Schlafly & Davis –• Husch & Eppenberger • Bryan Cave

LaGaBlack SandThomCo

ArmTeaHuschBerger

B-Cave

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Short and Memorable Name


• Monsees, Miller, Mayer, Presley, Amick

• Bartimus, Frickleton, Robertson & Gorny

• Simmons Browder Gianaris Angelides & Barnerd

Mo Mi MaBartickleton

SB GABSimBrowThe Simmons Firm

April 25, 201221

Lady Gaga Talks to the News Media


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Pick a Constituency and Stick up for it


The Manifesto of Little Monsters

• “So, the real truth about Lady Gaga fans lies in this sentiment: They are the kings. They are the queens. They write the history of the kingdom, while I am something of a devoted Jester.”


Who is your constituency?

Parents contemplating a divorce?Patients who got cancer from defective drugs?Drivers injured at a dangerous intersections?

Stand up for a Constituency

June 8, 2012How Consumers Find Lawyers24

Latinos - 26% of Population.Compared to the general population:• Text more• Watch online video more• Own Internet-connected cell phones• Use social media more

Reach Latinos with soccer and humor

Pursue a Target Market

June 8, 2012How Consumers Find Lawyers25

Hola!

April 25, 201226

Gaga is Marketing Online



Gaga: TV, magazines, in-person concerts, YouTube, CDs, downloadable files, radio

Lawyers: Webinar webcast, speaking engagement, podcast, in-person networking, YouTube videos, virtual law practice, Facebook, Twitter, LinkedIn

Available in multiple formats

April 25, 201228

* Based on survey respondents of internet users (internet users comprise 78% of the US adult population**) conducted by The Research Intelligence Group, March 2012. ** According to The Pew Research Center's Internet & American Life Project's Spring Tracking Survey conducted April 26-May 22,2011

3 out of 4 consumers seeking an attorney over the past year used online resources at some point in the process.*

Where Consumers look for legal services 1. Search engines 2. Online directories3. Law firm websites

Social Media Strategies for Small Law Firms

Search Engines Used

STEPS IN THE PROCESS

Sought Attorney Past YearGather information

about my legal issue/case Find a Lawyer Validate a Lawyer Select Lawyer

SPECIFIC SEARCH ENGINES USED

Significantly higher than all others within column

How Consumers Find Lawyers

Social Media Used At Each Point In Process

STEPS IN THE PROCESS

Sought Attorney Past YearGather information

about my legal issue/case Find a Lawyer Validate a Lawyer Select Lawyer

SPECIFIC SOCIAL MEDIA SITES USED

Significantly higher than all others within column


June 8, 2012

Online Directories

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• Online directories were about equally used for gathering information and finding a lawyer.

• Lawyers.com is the #1 most-used online directory at each phase of the attorney selection process.

One out of 10 consumer clientshired an attorney or firm they found on Lawyers.com


June 8, 2012

3 Million Unique Visitors per Month

1 Million Lawyer Profiles

32 How Consumers Find Lawyers

April 25, 201233

Gets good Reviews


April 25, 201234

Actively courts Bloggers


Subscribe athttp://bit.ly/MissouriBar

April 25, 201235

Active on Twitter


April 25, 201236

Active on Twitter


April 25, 201237

Use Social Media to stand out in a crowd.


Lady Gaga:• Facebook page has over 46

million ‘likes’ • #1 on Twitter with more

than 24 million followers

April 25, 201238

LexisNexis Social Media Visibility



Actively promotes on YouTube

June 8, 2012

Larry BodineEditor-in-Chief,

[email protected] Phone: 630.942.0977

Visit www.Slideshare.com

How to Market Your Law Practice Like Lady Gaga40

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How to market your law practice like lady gaga

Education

legal issuecase

online directories

law practice

lady gaga

significantly

social media

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