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MARKETING PLAN
February 28, 2012
MARKETING PLANFatal Error #44 in Jim Muehlhausen's book, “The 51 Fatal Business Errors” is “IF YOU FAIL TO PLAN, YOU ARE PLANNING TO FAIL.” Even if you have lots of experience in your specialty, and understand your clients' businesses, integrating marketing into weekly activities is essential.In our work with clients, we often find that they are asked to complete an exhaustive marketing plan at the beginning of each year. Some do; most don't; and few plans are ever followed. Our solution is quite simple.Your marketing ACTIONS plan should have just 5 lines. What are the 5 specific marketing and business development actions you will undertake this quarter? Whether reconnecting with a former client, writing an article, giving a speech, sending out a “touch” email, etc., get them done.Spacing 5 actions a quarter makes the task manageable and measurable. Just think, if you are in a 40 attorney firm, and each undertakes this effort, the firm will have 800 individual marketing actions in a year. A 100 lawyer firm will have 2,000! That's how to use a marketing plan.
MARKETING PLANFatal Error #44 in Jim Muehlhausen's book, “The 51 Fatal Business Errors” is “IF YOU FAIL TO PLAN, YOU ARE PLANNING TO FAIL.” Even if you have lots of experience in your specialty, and understand your clients' businesses, integrating marketing into weekly activities is essential.In our work with clients, we often find that they are asked to complete an exhaustive marketing plan at the beginning of each year. Some do; most don't; and few plans are ever followed. Our solution is quite simple.Your marketing ACTIONS plan should have just 5 lines. What are the 5 specific marketing and business development actions you will undertake this quarter? Whether reconnecting with a former client, writing an article, giving a speech, sending out a “touch” email, etc., get them done.Spacing 5 actions a quarter makes the task manageable and measurable. Just think, if you are in a 40 attorney firm, and each undertakes this effort, the firm will have 800 individual marketing actions in a year. A 100 lawyer firm will have 2,000! That's how to use a marketing plan.
The DOJ's Corporate Enforcement Policy: One Year Later
The DOJ's Criminal Division issued three declinations since the issuance of the revised CEP a year ago. Review of these cases gives insight into DOJ's implementation of the new policy in practice.
The DOJ's New Parameters for Evaluating Corporate Compliance Programs
The parameters set forth in the DOJ's memorandum have implications not only for the government's evaluation of compliance programs in the context of criminal charging decisions, but also for how defense counsel structure their conference-room advocacy seeking declinations or lesser sanctions in both criminal and civil investigations.
Use of Deferred Prosecution Agreements In White Collar Investigations
This article discusses the practical and policy reasons for the use of DPAs and NPAs in white-collar criminal investigations, and considers the NDAA's new reporting provision and its relationship with other efforts to enhance transparency in DOJ decision-making.
Bankruptcy Sales: Finding a Diamond In the Rough
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A Lawyer's System for Active Reading
Active reading comprises many daily tasks lawyers engage in, including highlighting, annotating, note taking, comparing and searching texts. It demands more than flipping or turning pages.