Small Firm Marketing: How to 'Think Big'

The competition is heating up and smaller firms are in the hunt for ways to appear larger and have capabilities generally reserved for larger firms. The good news is that perception can become reality. After being in house at several large firms, I had an opportunity to work with a smaller firm and embarked on a marketing program that drew from the larger firm plans but with a keen sense of proportion. Here are a few ways to “think big.”

The “Look.” Every firm, whether large or small, needs a visual communication. If there is one place where you need to spend your marketing dollars, this is the place. While you don't need to spend a lot of money, you do need the one-time services of a professional design firm to assist in interpreting your particular brand. It can be something as simple as selecting an element from the interior design of your firm – which is what I did when I was called upon to brand a smaller firm. I looked around and observed that throughout the firm there was a sophisticated pattern that was present in the interior design. It was clean and elegant and it translated well into a logo. I had a graphics design firm give me a few ways to use it with the firm name and we were off and running. By the way, the look has to be everywhere (on stationary, business cards, brochures, Web sites) so it becomes engrained in everyone's mind.

Web Presence ' where size doesn't matter. This is a place where the adage “less is more” doesn't work. Say you have 30 lawyers. Not a problem. Create a concept site that contains value added information. I see it as each lawyer having their own mini-site complete with bio, lectures, written materials and practice area information, including a continuously updated “column” on news that impacts that individual's practice and his or her clients' practice. Keep it current and lively and your clients and perspective clients will “come often and hate to leave.”

“Out on the town.” So you don't have someone to research all the probable places where you could be selling your practice. The do-it-yourself method can actually work. Simply find the trade associations that are most aligned with your area of practice, call them up and offer to give a talk on a subject of their choosing. For example, a trusts and estates attorney might find out where the local AARP chapter meets and give them a call and offer a lecture. An existing client might also provide opportunities. For example, an existing client might be an officer of a trade or charitable organization. Offer up your expertise for an evening event. And let's not forget referral work from larger firms. PLI, local bar associations and the ABA are great venues for smaller firm attorneys to get their expertise known to larger firm attorneys who can refer work.

Spin Doctor in the House. Not everyone has the time to write articles. Being a resource for journalists can be a great way for a small firm attorney to get his or her presence out there. Making an e-mail address and telephone list of the regional print journalists that write on your area of expertise is a great way to get quoted. When you see something that impacts your area of practice, jot off an e-mail to the journalist offering your “spin” on that subject. Include your biographical information. Follow up with a phone call. If the quote gets used, be sure to ask if you can link the quote to your “mini” site on your firm's Web site.

Spreading the Word. The only way you will get hired is if you have a network of people who need your services. This doesn't mean all work and no play. Gyms, religious affiliations, local little leagues, PTA involvement and the arts can all lead to new business, so join. Get out there and let people know about you and your firm. Buy single tickets to charitable organization events and GO! You never know who will be sitting right next to you. Hold small breakfasts or cocktail receptions at your firm for clients and perspective clients. Do a 10-minute introduction about your firm and then let people mingle. Have some written materials placed where people can take them. Do it often and do follow up with the people you invited. Reinforce the message every chance you get.

Partnering with Other Professionals. Large professional organizations, such as accounting and real estate firms, have budgets for sponsorships. If you have friends in these organizations, let them know that you would like to be invited to attend the events at which they are sponsors. Also ask if you can have your materials distributed with their materials. As long as you are not directly competing with them, there should be no problem. I had the opportunity to invite a small accounting firm to have their brochures and other visual pieces at a sponsorship event at which we had a large table. The accounting firm was absolutely thrilled. We also invited them to co-brand at our cocktail reception.

Smart-growth Planning. With all the lateral expansion that is permeating our profession, growth is inevitable, even for small firms. I am a believer in “smart-growth” planning. Don't add just because you want to be bigger. If there is an individual who compliments your practice and can add to your bottom line both for their expertise and their impact on your financial picture, then and only then, bring them into the firm. Don't ever fall victim to adding people just to be bigger. Also, consider whether the individual fits in to your overall marketing plan. Will their brand be a good fit with your overall brand or will they stand out like a sore thumb and have people scratching their heads wondering why.

There are many small firms throughout the United States that are thriving. It is all a matter of knowing how to compete, how to get noticed and best of all get hired.

The competition is heating up and smaller firms are in the hunt for ways to appear larger and have capabilities generally reserved for larger firms. The good news is that perception can become reality. After being in house at several large firms, I had an opportunity to work with a smaller firm and embarked on a marketing program that drew from the larger firm plans but with a keen sense of proportion. Here are a few ways to “think big.”

The “Look.” Every firm, whether large or small, needs a visual communication. If there is one place where you need to spend your marketing dollars, this is the place. While you don't need to spend a lot of money, you do need the one-time services of a professional design firm to assist in interpreting your particular brand. It can be something as simple as selecting an element from the interior design of your firm – which is what I did when I was called upon to brand a smaller firm. I looked around and observed that throughout the firm there was a sophisticated pattern that was present in the interior design. It was clean and elegant and it translated well into a logo. I had a graphics design firm give me a few ways to use it with the firm name and we were off and running. By the way, the look has to be everywhere (on stationary, business cards, brochures, Web sites) so it becomes engrained in everyone's mind.

Web Presence ' where size doesn't matter. This is a place where the adage “less is more” doesn't work. Say you have 30 lawyers. Not a problem. Create a concept site that contains value added information. I see it as each lawyer having their own mini-site complete with bio, lectures, written materials and practice area information, including a continuously updated “column” on news that impacts that individual's practice and his or her clients' practice. Keep it current and lively and your clients and perspective clients will “come often and hate to leave.”

“Out on the town.” So you don't have someone to research all the probable places where you could be selling your practice. The do-it-yourself method can actually work. Simply find the trade associations that are most aligned with your area of practice, call them up and offer to give a talk on a subject of their choosing. For example, a trusts and estates attorney might find out where the local AARP chapter meets and give them a call and offer a lecture. An existing client might also provide opportunities. For example, an existing client might be an officer of a trade or charitable organization. Offer up your expertise for an evening event. And let's not forget referral work from larger firms. PLI, local bar associations and the ABA are great venues for smaller firm attorneys to get their expertise known to larger firm attorneys who can refer work.

Spin Doctor in the House. Not everyone has the time to write articles. Being a resource for journalists can be a great way for a small firm attorney to get his or her presence out there. Making an e-mail address and telephone list of the regional print journalists that write on your area of expertise is a great way to get quoted. When you see something that impacts your area of practice, jot off an e-mail to the journalist offering your “spin” on that subject. Include your biographical information. Follow up with a phone call. If the quote gets used, be sure to ask if you can link the quote to your “mini” site on your firm's Web site.

Spreading the Word. The only way you will get hired is if you have a network of people who need your services. This doesn't mean all work and no play. Gyms, religious affiliations, local little leagues, PTA involvement and the arts can all lead to new business, so join. Get out there and let people know about you and your firm. Buy single tickets to charitable organization events and GO! You never know who will be sitting right next to you. Hold small breakfasts or cocktail receptions at your firm for clients and perspective clients. Do a 10-minute introduction about your firm and then let people mingle. Have some written materials placed where people can take them. Do it often and do follow up with the people you invited. Reinforce the message every chance you get.

Partnering with Other Professionals. Large professional organizations, such as accounting and real estate firms, have budgets for sponsorships. If you have friends in these organizations, let them know that you would like to be invited to attend the events at which they are sponsors. Also ask if you can have your materials distributed with their materials. As long as you are not directly competing with them, there should be no problem. I had the opportunity to invite a small accounting firm to have their brochures and other visual pieces at a sponsorship event at which we had a large table. The accounting firm was absolutely thrilled. We also invited them to co-brand at our cocktail reception.

Smart-growth Planning. With all the lateral expansion that is permeating our profession, growth is inevitable, even for small firms. I am a believer in “smart-growth” planning. Don't add just because you want to be bigger. If there is an individual who compliments your practice and can add to your bottom line both for their expertise and their impact on your financial picture, then and only then, bring them into the firm. Don't ever fall victim to adding people just to be bigger. Also, consider whether the individual fits in to your overall marketing plan. Will their brand be a good fit with your overall brand or will they stand out like a sore thumb and have people scratching their heads wondering why.

There are many small firms throughout the United States that are thriving. It is all a matter of knowing how to compete, how to get noticed and best of all get hired.