“One thing.” Heard and Inspired: A Legal Marketing Recap from #LMA19 in Atlanta

Originally published by JD Supra

…this year, I perceived a seismic shift in Atlanta.

If there is one thing you can count on following the Legal Marketing Association’s annual conference, it is a sparkling flood of think pieces, inspired by a collective gathering of the best and brightest our industry has to offer.

Sometimes, I fear my own conference reminiscences bear the uncanny resemblance to “what I learned on my summer vacation” essays written in grade school days. So be it, as these annual sojourns are among the most energizing three days legal marketers spend each year. A “listen to me, please” summer camp for sharp, creative souls who may spend the other 362 days a year talking lawyers out of sponsoring church basement banquets and holiday baked good distributions.

But this year, I perceived a seismic shift in Atlanta.

I felt like we’d been heard. Solidly. This year, post-conference, I no longer had the urge to complain about being dubbed a “non-attorney.” Nor did I want to tap dance urgently to justify the need for social media in legal.

Perhaps, it’s been this way all along, but this year it seemed like we finally arrived. This year, our capstone session / general counsel panel – rife as always with old saws of “give me value, not trinkets” and “don’t take me to a football game, make my job easier” – added something new: “I don’t just want to talk to your attorneys. I want to talk to YOU. You, legal marketers, with your data, and your insight. YOU … you get my business. Now, can I go home to my kids, please?”

Others have captured the details of the panel, far better than I (here and here). I walked away with sense memory. And a feeling of professional pride, one which, yes, LMA has always engendered, but which arrived this time with no apology nor rationalization.

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Yes, true culture change remains mired in what sometimes feels like “death by a thousand cuts” miasma. That’s corporate life. Yet, we left LMA this year with as recognizable a mandate as I’ve heard. As one GC intoned, gesturing to the assembled marketing pros, “I predict this room will double in size in five years.”

That said, here is my obligatory “book report” on what I learned – and what inspired me – at #LMA19:

– We are in an industry in need of radical transformation.

The large consulting firms and other alternative legal service providers will avail themselves of any client frustrations over pricing, transparency, access, and responsiveness to shift clients away from traditional legal services to integrated consultancies. We must pitch as a team with predictable pricing models and measurable outcomes.

 GCs are not interested in being entertained. 

They want value add, user-friendly analysis and advice. They get plenty of client alerts. They want insight and anticipation and, chiefly, an understanding of their business priorities. The data is available and apparent. The law firm that will win their business doesn’t invest in tickets or gifts or parties but in actionable intelligence that helps them achieve their business objectives. Do not speak in “if/then” statements.

– The conversation is increasingly occurring online. 

Create a digital footprint that is accessible and speaks in the language of the purchaser, not the purchased. Attorney profiles should show expertise and humanity. Furthermore, those purchasing legal services are looking for diversity and representation. They want to see themselves in their legal providers.

 Law school grads are increasingly going in-house for work-life balance. 

Money is not their sole draw. With that in mind, these individuals will be making more of the hiring decisions. On average, it costs a company $174/hour for in-house legal counsel. They are also continuing to develop AI solutions. GC is tasked as much with controlling costs as ensuring positive outcomes for their organizations. Transparency of pricing and differentiation of value for increased outsourced cost is essential in order to land business.

So, there you are. My annual tithing to the gods of legal marketing in gratitude for three days that fill my intellectual and emotional coffers for the rest of the year. We legal marketers work hard, play hard, care hard. This year’s GC panel felt like a long-overdue external recognition of that.

It’s nice to have someone else write your “book report” for once.

P.S. I’ve got the best mom. Susie Sexton. Don’t be jealous. Hoppy #Easter!

Reel Roy Reviews is now TWO books! You can purchase your copies by clicking here (print and digital). In addition to online ordering at Amazon or from the publisher Open Books, the first book is currently is being carried by BookboundCommon Language Bookstore, and Crazy Wisdom Bookstore and Tea Room in Ann Arbor, Michigan and by Green Brain Comics in Dearborn, Michigan. My mom Susie Duncan Sexton’s Secrets of an Old Typewriter series is also available on Amazon and at Bookbound and Common Language.

“If you want the rainbow, you gotta put up with the rain.” Baby Driver

[Image Source: Wikipedia]

Increasingly, we seem like a society of hermits, coexisting in our own separate little digital bubbles – a self-enforced solitude sparked either by anxiety or exhaustion or a combination thereof. We interact with each other via screens and emojis and Snapchat filters and snarky GIFs … but we never truly connect.

Maybe I’m just a cranky old man, but I’m fascinated and annoyed by how many people I see grocery shopping, commuting, eating lunch, and so on without ever removing their ubiquitous iPhone earbuds, as if the most mundane activities must all be accompanied by one’s own personal soundtrack or as if to signify to any and all passers-by, “I am not someone who wants to speak to you, to interact with you, or to acknowledge your existence.”

And it is with this conceit that Baby Driver, the latest opus from gonzo director Edgar Wright (Scott Pilgrim vs. the World, Shaun of the Dead, Hot Fuzz, World’s End), turns the genres of both the movie musical and the car chase thriller on their respective ears. Literally.

In the titular role of “Baby,” Ansel Elgort (The Fault In Our Stars, Divergent, Carrie) takes full advantage of his pouty good looks – which veer from insolence to wonderment and back again – and of his overgrown puppy dog 6’4″ frame to portray a Millennial whose tortured childhood has led him to a life of a crime as the supremely gifted getaway driver for a smooth-talking, Teflon-coated Atlanta crime boss (a delightfully Yuppified Kevin Spacey).

You see, Baby suffers from tinnitus, acquired as a wee lad in a horrific car accident when his squabbling parents squabbled just a bit too much and neglected to see they were about to ram into the back of a semi. And music – as supplied by a suitcase full of old iPods – is the only thing that soothes his ringing ears (and aching heart).

Furthermore, his love of vintage pop, rock, and jazz helps him escape the personal horror that is chauffeuring Spacey’s gang of sociopaths, which includes a magnificently bonkers Jon Hamm (Million Dollar ArmMad Men) and a less magnificently/more annoyingly bonkers Jamie Foxx (Django Unchained, Annie), from heist to heist. Baby, as portrayed in a star-making turn by Elgort, is nearly mute (by choice) and rarely removes his headphones (nor his sunglasses) which irritates just about every Gen Xer/Baby Boomer in his immediate orbit.

What aggravates them even further is that, shielded as he is in his own little tune-filled universe, he is savvier, is a more skilled driver, and is more in command of the details in his environment than all of Spacey’s goons put together. It’s a sly commentary on the evolution/devolution we see generationally in America today.

[Image Source: Wikipedia]

Similar to Bjork’s Selma in Lars von Trier’s brilliant Dancer in the Dark, Baby’s world is a seamless auditory marvel as day-to-day sounds and movements morph into musical cues he hears through his headphones and vice versa. The car chases (aplenty) are all choreographed to the tunes in Baby’s head, often to the chagrin – and bodily harm – of his passengers. (Baby even turns on windshield wipers in time to the music, when there isn’t a drop of precipitation in the sky.)

The novelty of Baby Driver is in Wright’s direction and staging, if not so much in the plot itself. Perhaps predictably, Baby is a gangsta with a heart of gold, saving what cash he can from his jobs to care for his deaf foster father (portrayed with great affection by CJ Jones) who is confined to a wheelchair. As cloying as that plot detail sounds, it actually is quite affecting and grounds the movie nicely. Baby meets cute with a sunny waitress named Debora, portrayed by a luminous Lily James (Cinderella), and, in turn, Baby plots his (of course) doomed escape from a life of crime.

Things don’t go easily for Baby (nor should they), and the film’s final act gets a bit too bloody for its own good. As a Dolly Parton-quoting postal worker foreshadows to Baby when, unbeknownst to her, he is casing her workplace for an upcoming robbery, “The way I see it, if you want the rainbow, you gotta put up with the rain.”

Nonetheless, Baby Driver is a high-octane summer blast, with choreography that would make Gene Kelly swoon (albeit involving a rogues’ gallery of classic cars and rat-a-tat machine guns) and with a soundtrack to die for. Any film that manages to incorporate Blur’s quirky “Intermission” into an ominous set-piece, that can use Dave Brubek’s “Unsquare Dance” to make a routine coffee run seem Fosse-esque,  and that can find a way of making Young MC seem hip again is ok in my book.

It’s only a shame that Wright didn’t just go ahead and have his thugs burst into outright song – I mean he has hammy-a$$ singers Spacey, Foxx, and Elgort, not to mention Paul Williams (!) in his cast. At times, Baby Driver seems like more of a musical than La La Land did. Maybe a movie mash-up of Guys and Dolls and The Fast and the Furious is next on Wright’s cinematic agenda. If so, I’ll be there.


[Image Source: Wikipedia]

Reel Roy Reviews is now TWO books! You can purchase your copies by clicking here (print and digital). In addition to online ordering at Amazon or from the publisher Open Books, the first book is currently is being carried by BookboundCommon Language Bookstore, and Crazy Wisdom Bookstore and Tea Room in Ann Arbor, Michigan and by Green Brain Comics in Dearborn, Michigan. My mom Susie Duncan Sexton’s Secrets of an Old Typewriter series is also available on Amazon and at Bookbound and Common Language.