As founder of branding design agency Odgis + Co., and with several law firm clients, Janet Odgis sought to get insight and deeper understanding of what was happening in Legal Marketing.
To complement her efforts to better serve her clients, feel the pulse of the sector and also develop new relationships, I suggested she attend the annual summer cocktail party of the New York Chapter of the Legal Marketing Association (NYLMA). Many Chief Marketing Officers, among other marketing professionals of New York area law firms, would likely be there and she could introduce herself to them and ask about big picture issues for the industry.
Odgis followed the pre-event marketing strategy that I developed for her. In a review of the NYLMA website, she noted the names of all the officers and committee chairs. She contacted them by individual email, with the subject line Will I see you at the August 9 Summer Soiree?
Her email described her interest in becoming better acquainted with the NYLMA and the current trends in the field, consistent with her work for a leading law firm. More than 80% of the marketing professionals she contacted replied to her note and said they would see her at the event.
At the networking cocktail party, she sought out the people on her list and listened to their perspectives on the challenges they faced as legal marketers. At times she asked them to recommend the committees that she might be able to get involved with. In this way, Odgis met many of the professionals on her list.
She subsequently joined the organization and is a member of multiple committees. She has contributed articles to its newsletter and participated on a panel discussion. As part of the Programming Committee, she participated in developing a program, A Business Case for Design, using some of her network contacts in related industries.
All these activities bolstered her ability to attract new law firm clients.
For a step-by-step game plan, please see the article Use LinkedIn to Build a Welcoming Committee at Your Next Industry Networking Event.