Make a Splash When You Enter New Waters

The legal marketing community can be very insular. There are the go-to people for CRM, client surveys, training, blog development, PR, advertising, and so on.

Breaking into this industry can be challenging because of the tight relationships many of us have with our service providers, but, also because people entering the market do not take the time to understand the nuances of the attorney-as-client relationship.

A few weeks ago I noticed a new player, Tom Matte, Max Advertising, in the Legal Marketing Association’s conference Twitter feed. He has a catchy title to his blog, The Matte Pad, along with great content. I subscribed to it in my RSS reader. At the conference this week, I stopped by his booth and introduced myself during the exhibit hall hours.

And, then there was the Wednesday lunch where Tom Matte made a splash with his Law Firm Movie Posters, spoofing on AmLaw 100 names. I heard a couple people were a bit miffed. To them I say: “get a sense of humor.”

Here are a few of my favorites:

Tom, if you wanted to get our attention, you certainly did. You were the talk at the luncheon. And, my partners, whom I have showed the slides, all agree: “Wow, how creative.”

And I say, what a creative way to make a splash at LMA.

LMA 2011 Conference Posters from MAX Advertising on Vimeo.

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    • shatterboxvox
    • April 8th, 2011

    Great showmanship. Kudos for that.

    But if you look at his Twtitter feed, it is largely SocialOomph-driven automated posts starting with “Legal Marketing:” and pointing to one of his past blog posts.

    Is that a template for AmLaw 100 legal marketing?

    • Social Oomph is a tool I use every day to push content and drive traffic to my blog posts. All of which “hopefully” give tips to legal marketers. I also use “Legal Marketing” in all (or most) of my titles in the hopes of being found in Google searches. That is the goal of the blog – to be read. I also actively engage in conversations everyday. These are some of the same tools I would recommend to a Law firm that wants to be found online. If you like the content and find it useful then you follow me on Twitter, if you don’t then you don’t follow. What is your point exactly? Firms in the AmLaw 100 should not use all the tools available to them to generate awareness?

        • shatterboxvox
        • April 8th, 2011

        Actually, no. They shouldn’t use all the tools and techniques available to them; only those that are effective and appropriate to their brand and desired image.

        Not to put too fine a point on it, but IMHO slugging a plurality/majority of tweets “Legal Marketing” is spammy. It’s one thing to incorporate the phrase into a complete idea, quite another to make it an obvious SEO keyword flare. Yes, it probably helps search, but I don’t know anyone who would recommend it to a big brand.

        That’s just my perspective. Marketing is a rich tapestry that incorporates many techniques, so God bless and good luck with it.

      • The good news is we both agree that clients should only use the tools that are effective and appropriate to them. I chose the phrase “some of the same tools” for exactly that reason.

        I am not sure how using the phrase “Legal Marketing” in a headline would be classified as spammy. Every post I make is on legal marketing, hence the use in the title. Twitter is an opt-in platform. If you dont like someones Tweets stop following. Thats the beauty of it. If a firm(big or small) was going to start a blog on Transportation Law- I more than likely would recommend that they use it in the headline. There is nothing black hat or misleading about it. As long as the content delivers on the headline. I would imagine that if we sat down and had a F2F discussion we would agree on more things than not. Good luck with all your future endeavors.

  1. His legal marketing blog posts do being with “Legal Marketing:” – he could have them set up in Hootsuite to go at specific times. Not the first.

    But Tom does engage and discuss on Twitter. He’s on vacation right now … so I’m sure we’ll see a more dynamic Twitter contribution when he returns.

    • Howard Kalin
    • April 11th, 2011

    I quite enjoyed the posters that were displayed at LMA in Orlando. They were creative and at my table caused quite a bit of laughter.

    As for Twitter, the beauty is that you follow what is of value to you and you don’t follow what you don’t care about. The user chooses and that should always be considered when putting anything in that forum.

  2. Yeah, I need to shut those links off. There is a big back story to what happened to Tom. Basically he medically fell off the grid and his company was taken over. He is rebuilding his life and career. It will be interesting to see where he is in a couple years. He is a very talented man.

  1. April 14th, 2011

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