Gould & Ratner’s Chief Marketing Officer John Byrne on Legal Marketing Coffee Talk

VIEW HERE: https://fb.watch/7OB8qXsaGi/

We had a pretty fantastic – and free-wheeling – conversation with our friend John Byrne today. This may be one of my favorite shows we’ve done yet. To be honest, I’m not even quite sure how to recap it, other than this was an authentic conversation between people who respect and love each other. There might be some references to the bathroom habits of naughty cats, a general love of anything Disney, and appreciation for the unique attributes of the only child – AND an understanding that truth when delivered from the heart is always a good thing.

Shout outs in the show to … Susie Sexton, Don Sexton, Thor Hodges, Lisa Towey Simon, Anne Gallagher, Megan McKeon, Nancy Leyes Myrland, Nancy Slome, Brenda Pontiff, Andrew Laver, Michelle Friends, Kelly MacKinnon, Brenda Plowman, Amy Payton Verhulst, Laura Toledo, Lindsay Griffiths, Kevin Iredell, Dianne Rychlewski, William Fitzgerald, Linda Sedloff Orton, Stephen D Barrett, Jose’ Cunningham, Trish Desilets Lilley, #oklahoma, #themusicman, and more!

Facebook: https://fb.watch/7OB8qXsaGi/

LinkedIn: https://www.linkedin.com/posts/robkates_new-day-same-fabulous-guests-this-week-activity-6838603731827855360-5Euj

YouTube: https://youtu.be/rg5tObv3DdA

Support Laura Toledo’s cancer fight: https://www.gofundme.com/f/phjaa6-help-lauras-fight/donate

Taco 🌮 Tees! https://www.bonfire.com/lauras-taco-team/

SHOW DESCRIPTION:

It’s the show about legal marketing and the people that make it happen.

This week, Roy Sexton’s guest is fellow LMA International Board Member AND Midwesterner John Byrne, Chief Marketing Officer for Gould & Ratner LLP. John and Roy will not only reflect on nearly a decade of friendship and volunteer leadership together, but what trends they see in marketing, communications, and thought leadership in these neverending pandemic days. John, who also has worked as a practicing attorney and as a newspaper editor, will offer his observations on the intersectionality of legal and media and the opportunities represented for marketers therein. John and Roy are both only children who also have strong ties to the medical profession AND they both tend to enjoy the occasional shenanigan (or eight), so this conversation is sure to be heartfelt, free-ranging, and raucous!

Join our team of hosts: Jessica Aries, Tahisha Fugate, Andrew Laver and Roy Sexton , each week, as we talk to the leaders in the legal marketing community.

Legal Marketing Coffee Talk is brought to you by: By Aries and Kates Media.

From fSquared: Top Trends for Law Firm Marketing in 2020 and Beyond

Read or download the full document here https://fsquaredmarketing.com/blog/2020/01/30/legal-marketing-trends-2020-law-firms-expert-predictions/#PPC_advertising

Honored to be included in fSquared Marketing’s “Top Trends for Law Firm Marketing in 2020 and Beyond.” Thanks to Lynn Foley for the invite. Looking forward to diving into the insightful contributions here from Lynn, Lloyd Pearson , Jessica Jaramillo , Darryl Cross , Trish Desilets Lilley , Derek Jones , Meghan Spradling , M. Ashraf Lakhani , Pamela Foster , Gordon Donnelly , and Bree Buchanan .

From the publication’s introduction: “The truth is that the core principles of legal marketing have not changed: client service, personal connections, lawyer-lead thought leadership, relationship building, interpreting the available information and using those insights to drive action. As Roy Sexton writes in his article: ‘The new trends in legal marketing remain the things we should have all been doing in the first place.’ … The best way to predict the future, and succeed in the present, is to understand why the fundamentals of the past worked. You’ll find plenty of ideas for how to build on that foundation in this year’s Trends.”

Read or download the full document here https://fsquaredmarketing.com/blog/2020/01/30/legal-marketing-trends-2020-law-firms-expert-predictions/#PPC_advertising

Everything Old is New Again

By Roy Sexton Director of Marketing, Clark Hill

Don’t throw the past away/You might need it some rainy day./Dreams can come true again/When everything old is new again – lyrics from the song “Everything Old is New Again” by Carole Bayer Sager and Peter Allen (performed by the latter)

Perhaps it is a function of my age as I barrel toward the mid-century mark, but the new trends in legal marketing remain the things we should have all been doing in the first place. Prior to entering the legal space in 2011, I spent over a decade in a consumer-facing industry – health care – that, like legal, sells a human “product”: in healthcare’s case, the wit and wisdom and technical proficiency of doctors and other clinicians.

Healthcare is not necessarily known for its progressive approach to messaging, branding, advertising, or sales, and, yet, I find it gobsmacking that, in legal, we still don’t speak in some very basic marketing terms that I learned on day one in healthcare: for instance, presence, reach, awareness, leads.

We don’t measure these things the way other industries have (for decades), and, too often, our KPIs still feel reactionary in nature. Checkbook accounting if you will … or laggingindicators to borrow from our Six Sigma friends. For example, we tout proposals and pitches generated, won, lost, or simply flushed down a well, or we throw every resource but the kitchen sink at collecting outstanding revenue. Yet, the ideas of audience growth, developing a following, and true lead generation still appear to be a glorious mystery to much of our industry.

Heavens, I sound like a cranky neighbor throwing rocks from his front porch. I don’t mean to sound so cantankerous. Truth is, I’m as much of the problem here as anyone else.

So, with that said, what trends do we need to embrace in 2020? Well, this won’t sound very sexy as I’m not about to push for new tech or shiny new toys. We need to embrace storytelling. We need to understand the brand narrative. What does your firm believe in? What is its commitment to community? To clients? What is your unique value proposition? And, nope, that can’t read as “great service, smart people, at a fabulous price.” Everyone is saying some version of that.

Get specific. Be real. We have amazing tools at our fingertips in this digital landscape (ok, maybe I am getting a bit tech-y) to pull back the curtains on our respective organizations and let clients – existing and prospective – see the inner workings of our firms. And polish and panache won’t seal the deal. Authenticity, relatability, immediacy, outcomes will. Grow an audience, develop a following, and measure the heck out of every touch point those people have with your marketing content and with your practitioners.

Those organizations with our business in their sights have a very clear brand narrative: Deloitte. EY. KPMG. PwC. Everyone knows who they are and what they do. Long ago, with basically the same business model as legal, these companies were able to overcome the confederacy of voices that derail and dilute most firms’ market voices. They clearly articulate value, competencies, and brand, and they run themselves as businesses, not as wobbly democracies. They realize that a cohesive brand does not detract from but rather enhances the visibility of individual practitioners and, more importantly, their ability to win business.

The firms that can borrow from that playbook, march in lockstep, and land a coherent and, I repeat, accessible brand message will ride high through what is likely to be a tumultuous path for the legal industry.

I’ll be sitting on my front porch with a pail of stones.