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Client Speak: Client Co-Marketing
Client co-marketing builds relationships and sends an unmistakable message. Imagine you're Senior Intellectual Property Counsel of a Fortune 100 company. Every law firm within two continents of your main office has begun posting commentary, sending communiqu's, and publishing articles about the latest milestone ruling ' as of this writing, that would be KSR v. Teleflex. There's an article in a national journal by someone at the Smith firm. Someone at the Jones firm has a piece in the local legal newspaper. Another publication, however, has an article co-written by the general counsel of a major manufacturer and a partner at the Thomas firm about the possible effects of KSR on business and legal management.
There's a very good chance that the general counsel's article will be the first that you as an in-house lawyer will read. There's an equally good chance that you'll assume the Thomas firm represents that company. And, there's an awfully good chance that you'll also assume the GC thinks the world of the Thomas firm to let his good name run on the same byline.
Seem obvious? Then why don't we see more such co-written articles? Are clients resistant? One shouldn't think so inasmuch as it's simply good marketing for them as well. And, if you offer to do the first draft of the article, the added advantage for the client is that it's good marketing with relatively little effort.
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