Law firms promoting to legal services buyers of major companies world-wide face difficult choices. What if the media are so fragmented that it is cost prohibitive to advertise in your target markets? With all the different decision points in an international company, how can you be sure to reach the real buyer of legal services? And what types of marketing communications do these buyers respond to? With all law firms trying to raise their profiles globally, you must be creative and resourceful to effectively get your message across in foreign markets. This CD includes discussions of the following issues:
- The importance of global positioning and branding
- The process of building a global profile, differentiated in specific geographic and practice markets
- The metrics for evaluating progress
- Traditional and non-traditional methods of international marketing communications, including but not limited to advertising, targeted outreach, events and briefings
- Where the landmines are, and how they can be avoided
- Specific guidance on obtaining corporate counsel lists and identifying buyers of legal services internationally
It also includes several case studies:Jones Day: How they developed, got buy-in for and implemented a campaign across a range of countries and cultures, and how their approach evolved as they evaluated its effectiveness and reallocated resources.
Two additional case studies on successful and unsuccessful law firm advertising and positioning efforts internationally.
The speakers on this CD have a wealth of experience and expertise in various aspects of marketing for law firms conducting business in Europe, Asia and South America.
PANELISTSLeigh Dance
President, ELD International, Inc.
Mary K. Young,
Partner, Zeughauser Group
Cherie W. Olland
Global Director of Business Development & Communications, Jones Day
MODERATORElizabeth Lampert
Director
Web Audio Conference, Division, LJN
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