Think about your commute to work this morning. You probably heard ads on the radio, drove past billboards or saw advertisements on the train. How many of these registered with you, consciously or otherwise? It's safe to say most of them probably slipped right past without making an impression of any kind.
This illustrates the jostling that needs to take place in order for brands to catch a consumer's attention. With everyone angling for a piece of the pie, it's not so easy to get to! This applies to every industry, including the legal field.
Successful law firms understand that in a marketplace as competitive as ours today, no one channel will do the trick all on its own. If you try to communicate via only one medium, you simply are not going to reach large portions of your most critical target audience. This is why an integrated marketing plan is essential. In general, an integrated marketing plan considers the intended audience and tries to speak to its members through several channels, increasing the likelihood that one those channels will connect, even if the others do not.
A solid integrated marketing plan will look different from firm to firm, but there is one feature they all have in common: each will incorporate a print component. In fact 67% of online searches are driven by offline messages.
Yes, your law firm needs an attractive website. Yes, it should be active on key social media channels. But think back to your commute and remember all the ways brands tried to get you to pay attention. A website and social media are must-haves, but neglecting print would mean ignoring the consumers who tune out Tweets and status updates and are used to seeing very polished-looking websites. Print is a very powerful medium, and it can reach potential clients other channels simply cannot get to. There's no likelihood your ideal customer base does not include people for whom print works.
Once again, no one channel is going to do it all, and that includes print. It's certainly not at all a magic bullet, but it absolutely is an important instrument to have in your toolkit. To learn more about reaching a massive audience with Super Lawyers branded print advertising visit http://www.superlawyers.com/about/display_advertising.html.
As January comes to a close we wanted to recap some of the editorial features for the four magazines released this past month: 2017 North Carolina Super Lawyers Magazine, 2017 Louisiana Super Lawyers Magazine, 2017 Illinois Super Lawyers Magazine and the 2017 Southern California Super Lawyers Magazine.
2017 North Carolina Super Lawyers Magazine
Be sure to check out our front cover piece on catastrophic personal injury and class action litigation attorney Edward G. (Woody) Connette from Esex Richards. In addition to representing plaintiffs in challenging lawsuits, the longtime Super Lawyers list selectee has taken active leadership roles with nonprofits ranging from The Light Factory, a small photographic arts group in Charlotte, to two-year stints as president of both the state and national United Cerebral Palsy organizations. "He feels we are only as great as we treat our most disadvantaged citizens," says Phelps Sprinkle, former executive vice president of the state group, who worked closely with Connette for years.
His staff once even ordered a collection of WWWD ("What Would Woody Do?") mugs as a surprise.
But helping the disadvantaged through the law wasn't the plan. In fact, there wasn't much of an original plan.
2017 Louisiana Super Lawyers Magazine
In this issue, James Boren of Jones Walker talks about his criminal defense practice and dedicating his life to tough cases in which clients' lives are often on the line. In 2015, he represented La'el Collins, an LSU standout who now plays for the Dallas Cowboys, when local police wanted to question him after his ex-girlfriend was murdered in Baton Rouge. At the time, Collins was in Chicago for the NFL draft, and the investigation threatened to hurt his status with distraction-averse teams.
"The office was surrounded by cameras and people who wanted to take statements, so we set up an alternate spot to meet with the client," Boren says. "We limited the amount of contact we had with the media until the last day, after we met with the police department and they said he was no longer a suspect. In the meantime, I spent a lot of time talking to football teams and investigators who wanted to know what his story was. The media makes things more complicated, and I don't like it."
2017 Illinois Super Lawyers Magazine
Our front cover features Patrick Salvi, the founder and managing partner of Salvi Schostok & Pritchard P.C., with offices in Chicago and Waukegan, Illinois. Salvi describes his style as "formal and old school," but says he opens up a bit on cross: "I am tough in the cross-examination of witnesses, wherein it's okay to be tough, and in terms of showing my passion to the jury."
In 2015's Neuhengen v. Global Experience Specialists Inc., Salvi's client was an Iraq War veteran whose foot was run over by a forklift while he was setting up for a show at the McCormick Place convention center in downtown Chicago. The man's foot was badly injured and he had to give up his post in the National Guard.
One of the defense lawyers in the case, Adrian Mendoza of Lillig & Thorsness in Oak Brook, says, "Pat is always extremely well prepared. He builds his case well. He's tenacious, but I always thought of him as a gentleman."
While the jury deliberated, Salvi finalized a $14 million settlement; the jury's net verdict was $12.5 million.
2017 Southern California Super Lawyers Magazine
In this issue, Brian Sinn of Jones Day talks about his criminal defense practice and his work promoting Chinese-American advancement in the U.S. One of the biggest cases of his career landed on his desk later, in private practice.
In 1999, Wen Ho Lee, a Taiwanese scientist then working for the University of California's Los Alamos National Library, was accused by the federal government of stealing U.S. nuclear secrets and handing them to China. Lee was locked up in solitary confinement for nine months at Los Alamos. The case gained national attention when The New York Times ran a cover story that was heavily weighted against Lee. A colleague of Sun's, Mark Holscher (then with O'Melveny & Myers), first received the Lee case. He called Sun to ask whether he should take it.
"I said, 'Mark, I can't speak for you, but cases like this come along only once or twice in a career,'" remembers Sun. "He had the courage to take it on. I always will remember him stepping up when others stepped back."
Holscher and John Cline, a former partner in Williams & Connolly, led the criminal case, while Sun handled the civil side. He also repped Lee's family, who was being subpoenaed, and dealt with the media, cautioning news organizations to stop printing false stories. At the same time, he took a leap into the journalistic tiger cage: He let Lee be interviewed by Mike Wallace on 60 Minutes.
We hope you enjoyed this review of our latest Super Lawyers Magazines. Be sure to visit http://www.superlawyers.com/about/digital_magazine.html to see all our digital editions.
We all know Super Lawyers selectees are the best of the best, exemplifying excellence in practice in all 50 states. They are selected because of peer recognition, achievements and verdicts or settlements. But what does excellence look like in action for Super Lawyers selectees? Here are just a few examples.
David Boeis- David Boeis of Boies Schiller & Flexner led a successful class action suit against the oil giant Halliburton. The process was not quick. The case lasted fourteen years and went through two decisions by the U.S. Supreme Court. Ultimately Halliburton settled the suit for $100 million.
Thomas V. Girardi - Congratulations to Mr. Girardi for his selection as Man of the Year and the Lifetime Achievement Award from the International Association of Top Professionals (IAOTP). The IAOTP is honoring Mr. Girardi for his over 50-plus years of distinguished service that includes the first settlement of over $1 million in the state of California. His notable wins include the Erin Brokovich case and victories over Merck and the Los Angeles Dodgers.
Thomas H. Prol - Thomas H. Prol was recently awarded the Women's Political Caucus of New Jersey's Social Just Award. Mr. Prol has worked closely on cases involving marriage equality and anti-bullying in his home state. When not taking up civil rights causes, he practices environmental law and government contracts.
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