Archive for the ‘ Branding, Graphics & Logos ’ Category

M(erger) – Minus 2 Days: Everything will be all right

Well, no turning back now. The switch will be flipped Wednesday morning, ready or not. I suppose we’re ready enough.

When you think about how quickly these mergers take place — from announcement to going live — 100% integration is not possible on day one. We have spent the past couple months prioritizing what needed to get done: pre-announcement; by October 1; from October 1 to October 31 (to produce the first set of bills); as well as what can/do we have to hold off on until a later date.

Some of the “delays” (I use that word very lightly) have to do with timing — there are only so many hours in a day, and days in a month — and some have to do with system upgrades that have to occur (which is why my e-mail address will have a little something extra added); some have to do with when contracts expire; and some have to do with cultural integrations: we can only throw so much at these people at once.

So anyone from Barger or Hinshaw reading this: Take it easy on yourselves. Seeing what you have done these past couple months, you have done all that you can to prepare, anticipate needs, and check items off those long check lists.

It will be okay. As long as the e-mails go through, and the phones are answered, we’re all good.

Now that everything that can be done is done, I am back to yoga at lunch. I’ve been skipping it and missing it. Have I mentioned that I am ready to get my normal back?

Here’s what’s on tap for today:

  • Woo hoo. I have letterhead and envelopes. Time to prep Marty’s first mailing.
  • Tackle a couple items in my employee paperwork pile.
  • Get in my final Barger expense reimbursement for month end.
  • Finalize the Barger history for the website.
  • Get that last practice group description in for the website.
  • Yup. Still getting bios back. But we’ve had great compliance.

Tip: Nothing is ever 100% perfect behind the scenes for any major event (be it a client CLE, a conference, an office move, or a merger). As long as the client service and experience are spot on (the bills are correct, emails go through), anything we have to do to make it work is what we have to do to make it work. So take a deep breath. Everything will be all right in the end.

The Best Exotic Marigold Hotel

 

Did I ever tell you my Ross Perot story??

Between my days as a lobbyist and joining legal marketing I was the Director of Programs & Events for Town Hall Los Angeles, a public interest forum.

During my tenure we hosted numerous politicians, pundits, authors, and a king. But my favorite story has to do with Ross Perot. Yes, THAT Ross Perot.

Once a speaker was confirmed my first duty was to confirm the name of the speech, get a copy of their bio, and a photo for our newsletter.

This is the photo we received from Mr. Perot’s office.

From D Magazine November 2013 photography courtsey of Hillwood Perot in the early 1960s. courtsey of Hillwood

From D Magazine November 2013 photography courtesy of Hillwood
Perot in the early 1960s. Courtesy of Hillwood

Nice picture. The problem was it wasn’t the 1960s, we were well into the1990s.

This is what he looked like at the time.

John G. Mabanglo / AFP/Getty Images

When I called Mr. Perot’s office to inquire about a more recent photograph, his assistant told me, no, “Mr. Perot likes this photo.”

So what does this have to do with legal marketing? Well, I’ve been connecting with new people on LinkedIn and following them on Twitter both during the LMA Annual Conference, and now that I have returned.

There are some people out there who really like their (old, and it doesn’t look anything like you) portraits.

Seriously. Time for some portraits to be redone. Gittings was at the conference and are a great resource if you don’t currently have a regular photographer where you are.

What it comes down to is if I cannot recognize you by your photo from the person speaking in the session, or the person I just met, not good.

And I have a feeling if the legal marketers are not updating their photos, the attorneys in their firms aren’t either. Clients should not be surprised when the finally meet you that you look nothing like the photo on your web bio.

It’s painful getting your portrait taken. I don’t like aging either, but if you could see a picture of me from two or three decades ago … well, it really wouldn’t do today.

The rule of thumb my photographer uses is every three to five years. Women should go more frequently as we are more inclined to change our hair styles (and color). I personally do very two years.

Or give up on the photo all together and just go with an avatar:

Heather Morse's Twitter Avatar

Portrait of Mommy by Piper

How to avoid random acts of hashtags

Hopefully by now everyone knows what a hashtag is beyond an annoying way that kids talk today.

Or a scroll at the bottom of a TV show.

Hashtags began randomly enough in 2007 and became popularized during the San Diego wildfires of that year.

They allow users of Twitter (and now every other social media) to search and find topics. They are now hyperlinked in the status, so all you have to do is click to get your search results.

Which brings me to random acts of hashtags.

There is a marketing conference taking place right now. I have several friends attending the conference, and they are all using a different hashtag.

Rather than be able to follow one conversation, there are several conversations taking place.

Since I am fortunate to follow many people in my industry, I was able to catch on pretty quick to what was going on with the three separate hashtags.

Unfortunately, I am not that invested that I will build out a multiple hashtag search result into one stream.

You lost me. And you lost me in several places: Continue reading

Can someone pull the plug on Martindale-Hubbell already?

Oh, Martindale, what happened? Your brand was once the bomb diggity, as my teen would put it, but here you are now, just another product sold to Internet Brands, oh, I mean “in partnership with” Internet Brands.

Kevin O’Keefe wonders Does Martindale-Hubbell, as we knew it, still exist?

The Martindale-Hubbell and lawyers.com “brands” live on, but does Martindale-Hubbell still exist as lawyers have come to know the company.

I’ve written about the slow demise of the Martindale brand numerous times in this blog. A list of articles can be found here.

Personally, I find no value in the old brand today. The AV rating doesn’t mean anything any more. I have found that it is only being used to sell vanity ads in ALM publications (Step Away from the Vanity Ads), and a bygone reminder of a profession that has evolved into a very sophisticated business.

Other than a few RFPs asking to list your MH rating alongside the attorneys other stats, I really cannot see a MH rating being a determining factor in the hiring of a lawyer, especially any lawyer under 40 who just doesn’t care, or have an affinity for the brand.

Sadly, I think it is time for someone to pull the plug on the MH brand and allow it to die with the dignity it deserves.

I never open e-holiday cards, but when I do …

I hate e-holiday cards, and delete most. Why? Because they suck and/or are not personalized. Client hate them. Lawyers hate them. But here they come.

Really. Nothing says, “Hey, thanks for the million dollars in legal fees this year,” like handing an e-mail address to the IT or marketing department and having them add you to a database.

However, there are two cards I always open, and actually look forward to each year.

Why? Because not only do the not suck, they are really good, inventive, unique, self-deprecating, and FUNNY.

First up, only because I already got it, is from Akin Gump:

Akin Gump Holiday Card

I’m still waiting for my card from Pillsbury. My sources tell me it won’t be their usual humor card this year. (If you haven’t heard, they were on the way to the alter, but the wedding got called off. We know how that goes). So here’s flashback to their “Snowball Terms of Use” card from a few years ago:

So if you are planning on sending out an e-card, make sure yours is half as good as either one of these.

GCs spoke, are lawyers listening? Bios edition

Some pictures just say it all, and Matt Homann nailed it with this one:

20131029-145415.jpg
As I am listening to Deb McMurray review her study, 2012-2013 AM Law 100 Websites Foundational Best Practices Survey, gotta say, some things just never change.

When I am going over a bio review with my partners I tell them to read the bio from your clients’ viewpoint, and answer this series of questions:

Do you represent companies like mine? With business issues like mine? And do you have the solutions I am seeking?

If you cannot answer these simple questions, then your bio is crap to the reader. They are not there to figure out if you are a Super Lawyer, but if you can solve the problem that is keeping them up at night.

If you cannot answer these simple questions, don’t worry about SEO, navigation, or any other concerns a web consultant is concerned about. It doesn’t matter if the content isn’t there and relevant to the visitor.

So, once again:

1. Do you represent companies like mine?
2. Do you handle BUSINESS problems like mine?
3. Can you SOLVE business problems like mine?

HT to Jeff Yerkey/Right Hat because he is sitting next to me and asked me to say hi.

Google Profiles + Google Author Ranks + Google In-Depth Articles = WAKE UP!!!

Wake Up and Smell the Coffee

Wake up and smell the coffee people.

Wake up and smell the coffee: Google matters. Google counts. Copyblogger said so this morning (Seriously. Go get some coffee and click on the article. It’s a must read today):

A forewarning from Google’s Chairman

Just 19 days after my predictions for 2013, the Wall Street Journal published its comments on The New Digital Age, a book written by Google’s chairman, Eric Schmidt. These comments included this quote (bold is mine):

Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.

This is a powerful statement by one of the most powerful people in Google. Schmidt makes it clear that Authorship will be a very material factor in search ranking.

For those of us operating in the legal community this is REALLY good new. Why? Because lawyers have content. Lots of it. The job of the legal marketer is to help them get that content into digital, and connect with the Google game.

I’m not talking about gaming Google, but realizing that Google has a strategy to promote good content, and we legal marketers and lawyers need to stay awake and on top of it. Continue reading

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