Legal Services Act Seminar 3rd March 2010

Gateway Media
Gateway MediaGateway Media
••
Combating ‘Tesco Law’: ,[object Object],Prepare your Brand Presence ,[object Object],[object Object]
Yvette Elkana – Managing Director
Neil Ramsorrun – Creative Director
Michael Scutt – Dale Langley,[object Object]
Gateway Media,[object Object],Cutting edge digital design agency,[object Object],Working with businesses who are trying to grow but are not getting noticed in their market ,[object Object],Providing expertise and skills to improve communication and marketing efforts,[object Object],An impressive track record of intelligent and engaging solutions for a wide range of clients,[object Object],Industry leading quality and value for money,[object Object],A social enterprise supporting City Gateway,[object Object]
Sectors,[object Object]
Services,[object Object]
Legal Services Act Seminar 3rd March 2010
Combating Tesco Law: The Legal Services Act 2007,[object Object],Michael Scutt ,[object Object],Dale Langley & Co,[object Object],60 Lombard Street,[object Object],London EC3V 9EA,[object Object]
Agenda,[object Object],The Legal Services Act 2007,[object Object],Why ? ,[object Object],What?,[object Object],Tesco Law,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],8,[object Object]
WHY?,[object Object],Brief History – OFT, Clementi Report,[object Object],Legal Profession – the last cottage industry?,[object Object],Need for reform,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],9,[object Object]
What?,[object Object],Simplify Regulation,[object Object],new regulatory structure,[object Object],Reform Complaints Procedures,[object Object], - Office for Legal Complaints to be created,[object Object],Increase Competition ,[object Object], - “Tesco Law” ,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],10,[object Object]
Pre- LSA Regulatory Structure,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],11,[object Object],DTI,[object Object],Department for Constitutional Affairs,[object Object],Master of the Rolls,[object Object],CIPA,[object Object],The Law Society,[object Object],Bar Council,[object Object],ILEX,[object Object],CLC,[object Object],Higher Judiciary,[object Object],Legal Services Ombudsman,[object Object],Legal Services Complaints Commissioner,[object Object],Archbishop of Canterbury,[object Object],Faculty Office,[object Object]
Regulatory Structure,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],12,[object Object],Legal Services Board,[object Object],SRA,[object Object],BSB,[object Object],ILEX,[object Object],CLC,[object Object],CIPA,[object Object],Faculty Office,[object Object]
Regulatory Structure,[object Object],Eight Regulatory Objectives LSA 2007 s.1(1),[object Object],Five Professional Principles – s.1(3),[object Object],Six Reserved Legal Activities – Part 3 s.12,[object Object],Only authorised persons or exempt persons may carry on reserved legal activities,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],13,[object Object]
Regulatory Structure cont’d,[object Object],A person who holds a practising certificate from one regulator will be governed as well by regulator of his employer,[object Object],Non-lawyers managing or working in a regulated entity will be governed by the relevant regulator,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],14,[object Object]
Reform of Complaints Procedures,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],15,[object Object]
Reform of Complaints Procedures,[object Object],Legal Services Complaints Commissioner – abolished,[object Object],Legal Services Ombudsman – abolished,[object Object],Office for Legal Complaints created – in force by late 2010 – single body for all legal complaints,[object Object],OLC – creates the Legal Ombudsman to deal with complaints NOT misconduct,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],16,[object Object]
Increase Competition,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],17,[object Object]
New Ways to do Legal Business,[object Object],Legal Disciplinary Partnerships (LDPs),[object Object],Allows mixed lawyers and non-lawyers to own and manage a law firm,[object Object],But, up to 75% of owners/managers must be qualified lawyers and hold at least 75% of shares and voting rights,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],18,[object Object]
More on LDPs,[object Object],SRA has to approve non-lawyer members,[object Object],In existence since 30th March 2009,[object Object],Will become ABSs from 2011 ,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],19,[object Object]
Alternative Business Structures,[object Object],Allowed from 2011,[object Object],A “Licensable Body” is one that carries on reserved legal activities and a non-authorised person is a manager of the body or has an interest in it,[object Object],At least one manager must be an authorised person (member, director, partner),[object Object],Every Body will need a Head of Legal Practice and Head of Finance,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],20,[object Object]
Alternative Business Structures (cont’d),[object Object],The ABS must carry on a licensed activity through a person authorised to carry on those services,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],21,[object Object]
Tesco Law,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],22,[object Object]
Tesco Law (2),[object Object],Opportunity or threat? ,[object Object],Threat? High Street wipe-out in face of powerful brands that people “know” – faster service, efficiency, response - but see later,[object Object],Opportunity? External investment may be a good thing,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],23,[object Object]
Tesco Law (3),[object Object],Commoditised Services at risk – Wills/Conveyancing/Personal injury/Compromise Agreements in employment law/ET proceedings? Co-Op Legal Services,[object Object],Will Tesco law appeal to client SMEs? cf Peninsula in ET proceedings ,[object Object], ,[object Object],Will Tesco be interested in potentially costly and lengthy court proceedings, e.g. family proceedings/care/social welfare – where no cost orders likely at the end of the day? ,[object Object],The LAG is worried that this area might be completely neglected – suggests partnerships between law firms and CABx.,[object Object], ,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],24,[object Object]
But ...,[object Object],See the ComRes poll commissioned by the SRA – 1014 respondents, May 2009 ,[object Object],69% of people said they would be concerned about the quality of service offered by banks/supermarkets,[object Object],83% of people had a positive experience of solicitors, up from 65% the previous year.,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],25,[object Object]
Perhaps ...,[object Object],Clients buy people - especially where there is any emotional involvement for them – e.g. litigation/family proceedings/employment. ,[object Object],Traditional solicitors may struggle where they rely on conveyancing and wills.,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],26,[object Object]
How to avoid meltdown,[object Object],Build relationships w. clients and other suppliers,[object Object],Marketing – social media/word of mouth – raising profile – demonstrate excellence,[object Object],Cross selling of services; wills to conveyancing/newly divorced clients,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],27,[object Object]
How to avoid meltdown (2),[object Object],Quality not Quantity,[object Object],How do you demonstrate value?,[object Object],The end of GPs?,[object Object],Do you need a secretary?,[object Object],Effective use of social media,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],28,[object Object]
Social Media,[object Object],Web 2.0 – what is it?,[object Object],Not just websites,[object Object],Blogs – www.michaelscutt.co.uk,[object Object],Online Communities – ,[object Object],Social Media Strategy,[object Object],Ideal way to get “out there”,[object Object],29/10/2009,[object Object],(c) Michael Scutt 2009,[object Object],29,[object Object]
Don’t Panic! ,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],30,[object Object]
Combating Tesco Law,[object Object],Michael Scutt,[object Object],Dale Langley & Co,[object Object],60 Lombard Street, London EC3V 9EA,[object Object],michaelscutt@dalelangley.co.uk,[object Object],Blog = michaelscutt.co.uk,[object Object],@michaelscutt,[object Object],10/2/10,[object Object],(c) Michael Scutt 2010,[object Object],31,[object Object]
Strategic Marketing,[object Object],2nd March 2010,[object Object],[object Object],[object Object]
What is marketing?,[object Object],“Marketing is so basic that it cannot be considered a separate function ... It is the whole business seen from the point of view of the final result, that is from the customer’s point of view.” – Peter Drucker,[object Object],All departments should be externally-oriented,[object Object],The ultimate goal is to provide services profitably for your chosen customers,[object Object]
Strategic Marketing,[object Object]
Vision,[object Object],Where are we going? ,[object Object],What difference will we make? ,[object Object],How do we want to be remembered? ,[object Object],In what ways will we change things for the better? ,[object Object],Is this vision relevant and good and desired by the customers and staff and stakeholders? ,[object Object],Is it realistic and achievable? ,[object Object],Have we involved staff and customers in defining our vision? ,[object Object],Is it written down and published and understood?,[object Object],The Vision is the stage of planning when the organisation states its relationship with its market-place, customers, or users. The Vision can also include references to staff, suppliers, 'stakeholders' and all others affected by the organisation.,[object Object],Dependent on values and philosophy,[object Object]
Example Vision Statements,[object Object],Linklaters,[object Object],Epoq,[object Object]
Mission,[object Object],How do we describe what we aim to do and be and achieve? ,[object Object],What is special about what we are and do compared to any other organisation or business unit? ,[object Object],Do our employees understand and agree with this? ,[object Object],Do our customers agree that it's what they want?,[object Object]
Example Mission Statements,[object Object],Linklaters,[object Object]
Values,[object Object],Ethics, integrity, care and compassion, quality, standards of behaviour - whatever the values are - are they stated and understood and agreed by the staff? ,[object Object],Do the values resonate with the customers and owners or stakeholders? ,[object Object],Are they right and good, and things that we feel proud to be associated with?,[object Object],Enabled by and dependent on philosophy and leadership.,[object Object]
Example Values,[object Object],Linklaters,[object Object]
Philosophy,[object Object],How does the organisation relate to the world? This is deeper than values. ,[object Object],What is the organisation's purpose? If it is exclusively to make money for the shareholders, or to make a few million for the management buyout team when the business is floated, perhaps have a little re-think. Customers and staff are not daft. They will not be comfortable buying into an organisation whose deepest foundation is greed and profit. Profit's fine to an extent, but where does it fit in the wider scheme of things? ,[object Object],Is it more important than taking care of our people and our customers and the world we live in? ,[object Object],Does the organisation have a stated philosophy that might inspire people at a deeper level? Dare we aspire to build organisations of truly great worth and value to the world? ,[object Object],Fundamentally defined by the leadership. ,[object Object],The stronger our philosophy, the easier it is to build and run a great organisation,[object Object]
Example Philosophy Statements,[object Object]
Networking Academy,[object Object],Volunteerism,[object Object],community,[object Object],we believe,[object Object],belongs to everyone.,[object Object],Make Every Connection a Green Connection,[object Object],SustainableBusiness Practices,[object Object]
Exercise – Mission Statement,[object Object],The subject e.g. company,[object Object],Competitive positioning – leader, best value, a leading, lowest cost, best quality, most desirable, friendliest, etc.,[object Object],Market segments,[object Object],Products and/or services,[object Object],Staff,[object Object],Culture/style/values,[object Object],Adjectives to complete the sentence,[object Object]
Clear Mission Statements,[object Object],Northern Rock is a specialised lending and savings bank which aims to deliver superior value to customers and shareholders through excellent products, efficiency and growth.,[object Object],To shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors and ecosystem partners,[object Object]
Strategic Marketing,[object Object]
Strategic Marketing Planning,[object Object]
4 – SWOT,[object Object],Strengths,[object Object],Weaknesses,[object Object],Exploitation Strategies,[object Object],Improvement Strategies,[object Object],Opportunities,[object Object],Threats,[object Object],Investment,[object Object],Strategies,[object Object],Blocking Strategies,[object Object]
Exercise – Do your SWOT,[object Object],Strengths,[object Object],Weaknesses,[object Object],Opportunities,[object Object],Threats,[object Object]
Marketing strategy involves research and implementation,[object Object],The Target Market,[object Object],Segmentation,[object Object],Marketing mix (also called the 4 P’s),[object Object],Research ,[object Object],Implementation ,[object Object],Marketing is NOT just about leaflets, brochures and websites,[object Object],Infact 70% of marketing is research, asking people and planning,[object Object],51,[object Object]
Marketing strategy involves research and implementation,[object Object],The Target Market,[object Object],Segmentation,[object Object],Marketing mix (also called the 4 P’s),[object Object],What market are you in?,[object Object],What is the potential market?,[object Object],What is the size of the market?,[object Object],Who are your competitors? What do they offer and at what prices? ,[object Object],How do you compare with them? SWOT?,[object Object],52,[object Object]
The target market needs to be segmented,[object Object],The Target Market,[object Object],Segmentation,[object Object],Marketing mix (also called the 4 P’s),[object Object],A customer segment is a group of buyers who have similar needs and respond to marketing offers in similar ways,[object Object],Study your proposed markets and target the appropriate segments ,[object Object],Each segment has its unique market potential, and will need to have price, product, promotion and place targeted for it.,[object Object],53,[object Object]
Segmentations have four main categories in consumer marketing,[object Object],Socio-,[object Object],demographic,[object Object],Transactional,[object Object],Psychographic,[object Object],Lifestyle,[object Object],Age,[object Object],Gender,[object Object],Marital status,[object Object],Neighbourhood,[object Object],Children ,[object Object],Education,[object Object],Life stage,[object Object],Occupation,[object Object],What they read?,[object Object],How they travel?,[object Object],Hobbies,[object Object],Sports,[object Object],Fashion,[object Object],How much they spend with you?,[object Object],How often?,[object Object],How recently?,[object Object],Risk takers,[object Object],Safety-first,[object Object],Early adopters,[object Object],54,[object Object]
Segmentations in business to business marketing,[object Object],Market sector,[object Object],Public or private,[object Object],Size of business,[object Object],Turnover,[object Object],Where they trade,[object Object],Expanding or contracting,[object Object],Do they make a profit?,[object Object],55,[object Object]
Teens,[object Object],Young Active Fun,[object Object],Adult Personal User,[object Object],Mature Basic User,[object Object],International Business Traveller,[object Object],Self-Chooser for Work,[object Object],Company Paid,[object Object],An example of segmentation in the mobile telecoms marketplace,[object Object],56,[object Object]
Q: What segmentation can a small business create?,[object Object],Segments?,[object Object],Lunchtime eaters,[object Object],Pre theatre parties,[object Object],Late night diners,[object Object],Families,[object Object],Special occasion customers,[object Object],57,[object Object]
Exercise: Your market segmentation,[object Object],List 4 target segments in your chosen target market,[object Object],Your market: _____________________________,[object Object],Segment 1: ___________________________________,[object Object],Segment 2: ___________________________________,[object Object],Segment 3: ___________________________________,[object Object],Segment 4: ___________________________________,[object Object],58,[object Object]
You can use a whole range of sources to research your market,[object Object],Primary research is recommended for local or niche marketing,[object Object],Phone interviews or face to face,[object Object],Written questionnaires. You can do your own online survey free of charge, use www.surveymonkey.com,[object Object],Consumer panels / focus groups/observation,[object Object],59,[object Object]
You can use a whole range of sources to research your market,[object Object],Secondary research i.e. research that others have prepared ,[object Object],Trade associations - see www.taforum.org,[object Object],Market Research Firms: research firms, Gallup, Nielsen, Mori,[object Object],Government publications (HMSO),[object Object],Internet searches,[object Object],Try to avoid paying for market research information. These sources are free:,[object Object],Office of national statistics,[object Object],www.theneighbourhood.statistics.gov.uk,[object Object],British Library: www.bl.uk/bipc/,[object Object],www.businesslink.gov.uk,[object Object],60,[object Object]
Marketing strategy involves research and implementation,[object Object],The Target Market,[object Object],Segmentation,[object Object],Marketing mix ( the 4 P’s),[object Object],What shall we sell? – the Product,[object Object],How much should we charge? – the Price,[object Object],Where shall we sell it? – the Place,[object Object],How do we tell the customer? – the Promotion,[object Object],61,[object Object]
The great challenge in marketing is to get the 4 Ps right,[object Object],Different companies will focus on different parts of the mix,[object Object],Promotion,[object Object],Price,[object Object],Product,[object Object],Place,[object Object],62,[object Object]
The 4 P’s in practice,[object Object],Different companies will focus on different parts of the mix (“positioning”),[object Object],Promotion,[object Object],Price,[object Object],Product,[object Object],Place,[object Object],63,[object Object]
The 4 P’s in practice,[object Object],Different companies can coexist in the same marketplace,[object Object],Promotion,[object Object],Price,[object Object],Product,[object Object],Marks and Spencer,[object Object],BMW,[object Object],Rolex,[object Object],Primark,[object Object],Ford,[object Object],Casio,[object Object],Place,[object Object],64,[object Object]
Different companies focus on different parts of the 4 P’s,[object Object],Promotion,[object Object],Price,[object Object],Product,[object Object],Amazon,[object Object],Tie Rack,[object Object],Place,[object Object],65,[object Object]
Different companies focus on different parts of the 4 P’s,[object Object],Promotion,[object Object],M&S,[object Object],Price,[object Object],Product,[object Object],Place,[object Object],66,[object Object]
Different companies focus on different parts of the 4 P’s,[object Object],Promotion,[object Object],Tesco,[object Object],Price,[object Object],Product,[object Object],Place,[object Object],67,[object Object]
The first P: The Product (or service),[object Object],Look at the benefits of the product for the customer, not only the features,[object Object],Examine quality, design, technical features, branding, packaging, service levels, processes, training,[object Object],Tailor this to your segments ,[object Object],68,[object Object]
Emphasising benefits not features,[object Object],Features?,[object Object],Benefits?,[object Object],Features:,[object Object],Benefits?,[object Object],69,[object Object]
Exercise: Your service/ product,[object Object],List 4 features of your service and for each one list a benefit for the customer.,[object Object],Your Service:_____________________,[object Object],Feature 1:___________________,[object Object],Feature 2:___________________,[object Object],Feature 3: __________________,[object Object],Feature4:____________________,[object Object],Benefit 1:_________________,[object Object],Benefit 2:_________________,[object Object],Benefit 3:_________________,[object Object],Benefit 4:_________________,[object Object],Your core message = the sum of your benefits,[object Object],70,[object Object]
The Second P: Price,[object Object],Not just guess a number,[object Object],Factors to consider:,[object Object],[object Object]
Bundling (or separate pricing)
Lump sum or piece rate
Rebates/ loyalty scheme
Undercutting the competition71,[object Object]
The 3rd P: Place,[object Object],How will your product be distributed?,[object Object], Retail,[object Object], Internet/ home shopping,[object Object], Remote or face to face,[object Object], Brokers,[object Object],Can you give a choice?,[object Object],72,[object Object]
The 4th P: Promotion ,[object Object],Radio/ TV adverts ,[object Object],Exhibitions/shows,[object Object],Cost,[object Object],Sales people ,[object Object],Brochures,[object Object],Direct mail,[object Object],Online,[object Object],Emails,[object Object],social media ,[object Object],PR,[object Object],Ease,[object Object],73,[object Object]
The Promotion – how do you choose the correct channel?,[object Object],Radio/ TV adverts, ,[object Object],Exhibitions/shows,[object Object],Cost,[object Object],Sales people ,[object Object],Brochures,[object Object],Direct mail,[object Object],Online,[object Object],Emails,[object Object],social media ,[object Object],PR,[object Object],Ease,[object Object],74,[object Object]
The Promotion – how do you choose the correct channel?,[object Object],Evaluate them on Cost per sale:,[object Object],[object Object]
An email campaign may reach 5,000 people and generate 10 sales, but costs £100 for campaign = £10 per saleEvaluate your channels on cost per response and conversion: test, and roll out,[object Object],75,[object Object]
Direct Mail,[object Object],2% response = very successful, less than 1% is the norm. Need to understand your breakeven point,[object Object],You can rent names and addresses for a one off use (£200 per 000 names),[object Object],Keep track of your customer contacts,[object Object], using a CRM package or use Access database,[object Object],76,[object Object]
Brochures /newsletters,[object Object],Look at other people's materials, the basis of design should be: attention- interest- desire- action. ,[object Object],Distribution options ,[object Object],Stick to standard sizes,[object Object],Remember Royal Mail pricing,[object Object], ,[object Object], ,[object Object], ,[object Object],Direct Mail  ,[object Object], ,[object Object],Door to Door ,[object Object],Inserts,[object Object],High volume with magazines or post office,[object Object],Response lower than Direct Mail,[object Object],77,[object Object]
Email campaigns,[object Object],One subject one email,[object Object],Heading should be eye catching but appropriate,[object Object],Sentences should be shorter than any other document,[object Object],Use simple formatting ,[object Object],Always write at the top: “if you cannot read this email click here” and provide a link to a webpage,[object Object],Send out midweek,[object Object],Test before sending and check spelling,[object Object],Must allow opt out,[object Object],Not too often,[object Object],e.g. http://www.dotmailer.co.uk/ - Online service,[object Object],Design and the copy (text),[object Object],Sending out,[object Object],Capability,[object Object], ,[object Object], ,[object Object], ,[object Object],78,[object Object]
Websites,[object Object],All businesses should have a web presence,[object Object],Don’t use free webhosting as they will add adverts ,[object Object],If you have budget use a SEO consultant,[object Object],Look like an authority (see social media section):,[object Object],79,[object Object]
Search Engine Optimisation – making your website more visible ,[object Object],organic,[object Object],paid,[object Object],versus,[object Object],Doing things to your own website that makes it more visible ,[object Object],Paying an advertiser,[object Object],Search Google for your service in your area and related search terms. ,[object Object],Your business should be in the online directories that appear in the listings ,[object Object],80,[object Object]
Press releases are a good source of free publicity,[object Object],Get your editorial printed for free,[object Object],Local papers need local community stories,[object Object],Guidelines:,[object Object],Faxes preferred,[object Object],A good photo helps,[object Object],Journalists will alter your text,[object Object],Push your case (newspapers prefer agencies),[object Object],Surveys are excellent material,[object Object],81,[object Object]
Social media marketing – why is it important?,[object Object],Traditional media:,[object Object],Direct mail,[object Object],Phone calls,[object Object],Leaflets,[object Object],TV and radio Adverts,[object Object],Emails,[object Object],New media:,[object Object],Search engine optimisation,[object Object],Blogging,[object Object],Social media,[object Object],RSS,[object Object],Free tools,[object Object],Viral videos,[object Object],NON-INTERRUPTIVE,[object Object],INTERRUPTIVE,[object Object],82,[object Object]
A few thoughts ... Where has this happened before?,[object Object],The retail banking & finance institutions took the lead in segmenting their market for credit card sales:,[object Object],Identify the 20% of clients that generate 80% of profit,[object Object],Create 3 different versions of the same product differentiated by the level of service provided, cost, value added services, etc. (e.g. silver, gold, platinum) and cross sell,[object Object],Offer platinum product to the preferential high net worth 20% and make it really easy for them to get it,[object Object],Offer Silver to 80% of the market with incentive to get the Gold,[object Object],Manage risk with fast credit checking service,[object Object]
Then things got out of hand,[object Object],Reduce processing costs ,[object Object],Use off-shore call centres and internet to sell and service,[object Object],Automate processing using technology,[object Object],Mass marketing to grab market share – even overseas,[object Object],Offer interest free transfers to get more market share,[object Object],Forget the risk – lend to those who are already over committed for more market share,[object Object],Crash & Burn .... Total UK credit card debt in December 2009 was £54.5bn..,[object Object],It was a great marketing strategy when it started.,[object Object],That would never happen in the legal sector ... Would it?,[object Object]
Commoditisation at Eversheds,[object Object],Bulk work model,[object Object],80% of this work will go to South Africa,[object Object],20% will stay in Cardiff,[object Object],It is being suggested that they rename these products or even this part of the business so they don’t damage brand perception,[object Object]
Digital Media,[object Object],Neil Ramsorrun,[object Object]
Consumer behaviour online,[object Object]
Is it New or Widely Used by Organisations?,[object Object]
Digital growth forecast,[object Object]
How effective is your website?,[object Object],Does it reflect your brand identity?,[object Object],Does it engage your audiences?,[object Object],Easy to update?,[object Object],Linked in with digital marketing – social media, email campaigns?,[object Object],Well ranked on search engines?,[object Object]
landlordlaw.co.uk,[object Object]
landlordlaw.co.uk,[object Object]
landlordlaw.co.uk,[object Object],Fully integrated digital media campaign,[object Object],Use of newsletters, polls, blog,[object Object],Facebook channel,[object Object],Twitter channel,[object Object],Linkedin channel,[object Object],Excellent Google ranking (1th result when you search for “landlord law london”),[object Object]
Content management system,[object Object],Allows you to update your site whenever you like, change/add new pages and content,[object Object],What You See Is What You Get (WYSIWYG) editor, anyone can use,[object Object],Can build bespoke systems or use open source platforms, depending on your needs,[object Object],Whole site can be built to interact with other software – CRM, ecommerce, blog,[object Object]
Content management systems,[object Object]
Content management system,[object Object]
Content management system,[object Object]
CRM,[object Object],Client Relationship Management,[object Object],A database of your contacts used on and off line,[object Object],Helps set up effective processes,[object Object],Gives your organisation a 360 degree view of their many relationships,[object Object],CRM assists, tracks and reports on efforts,[object Object],Sales, marketing, support, service,[object Object]
Promotional strategies,[object Object]
1. Email marketing,[object Object],Now used in higher volumes than direct mail,[object Object],Impressive potential return on investment: US Direct Marketing Association estimates $48.56 for every dollar spent ,[object Object],What makes a good email marketing campaign? 42% of email companies say targeting, 33% say offers, 25% say creative,[object Object]
Email marketing - newsletters,[object Object],Keep your contacts up to date with your news, offers and latest work,[object Object],HTML branded emails with imagery and links to your website,[object Object],Use CRM software to send emails in bulk and then track results,[object Object],Include signup form on website to build up your following,[object Object]
1. Email marketing,[object Object]
Email marketing – business development,[object Object],Target specific audience groups,[object Object],Create 12 month campaign calendar emailing each audience every 2 months,[object Object],Promote new case studies, product offerings to that sector etc,[object Object],Tailor email to specific sector, sending them only relevant content,[object Object]
Email marketing Reporting,[object Object],Good email marketing solutions give good reports,[object Object],GM newsletters 3,500 sent each month,[object Object],18% Opened,[object Object],Of opened 30% click through rate,[object Object],Latest Sales campaign – Construction,[object Object],175 sent, 29 viewed, 22 click through, 5 opted out, 6 leads,[object Object]
2. Social Media,[object Object],“Word cloud” showing some key elements of social media,[object Object],www.wordle.com,[object Object]
Social Media - What is it?,[object Object],A global online conversation,[object Object],A marriage of content and community,[object Object],Building your business through grassroots networks,[object Object],Building a community around a conversation,[object Object],Power to the people - Putting the consumer in control of content and broadcasting,[object Object]
Social Media Tools,[object Object],Blogging,[object Object],RSS Feeds,[object Object],Social Networks (eg Facebook, Bebo, Myspace),[object Object],Podcasting/vodcasting,[object Object],Wikis,[object Object],Social Bookmarking (eg Delicious, Digg),[object Object],Photo/video-sharing (eg Flickr, YouTube),[object Object],Forums/message boards/groups,[object Object]
Social Media Statistics,[object Object],Over 10 million Facebook users in the UK,[object Object],UK social network membership predicted to rise to 27 million by 2012,[object Object],184 million bloggers worldwide,[object Object],215 million people downloading podcasts,[object Object],184 million people uploading videos,[object Object],36% of online users think more positively about companies who run their own blog,[object Object],successful viral films seen by hundreds of millions of viewers (Star Wars Kid = 900 million views),[object Object]
Social Media Statistics,[object Object],Top 15 most viewed sites in the UK, November 2009 – 9 out of 20 are social media sites ,[object Object]
A company blog?,[object Object],Gives you chance to show the personality of your organisation and to give expert advice,[object Object],Cheap to set up and maintain, using open source software – WordPress, Blogger,[object Object],Easy to update,[object Object],Allows people to follow what you’re up to and engage with you,[object Object],Helps search engine rankings,[object Object],Linkable between other social media channels,[object Object]
Blogging,[object Object]
Micro Blogging (Twitter),[object Object]
Gateway Media Twitter,[object Object],New contacts, promotion, show your personality!,[object Object],Follow Gateway Media - http://twitter.com/GatewayMedia,[object Object]
Twitter Tips,[object Object],[object Object]
Bio - Fill out your bio. Your latest tweets don’t mean much to someone that doesn’t know you. Your bio is the only place you have to tell people who you are.
Links - Put links to your Twitter profile everywhere, in presentations, business cards, figure out a way to broadcast or display your twitter account.
Stalk - Follow top twitter users, watch what they tweet.
Content – Pictures (twitpic.com) and Links (tinyurl.com) spread fast,[object Object]
Linked In,[object Object],[object Object]
The most powerful use of Linkedin is to find new clients and business partners through the search function and Groups.
Choose a Lion (adding everyone) or a “Trusted Partner” (adding few) approach
Join Groups and participate in discussions,[object Object]
How will you sound online?
1 de 129

Legal Services Act Seminar 3rd March 2010

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This seminar looked at the changes to the legal profession being introduced by the Legal Services Act 2007 and the potential implications for law firms. The main focus of the seminar was on how law firms could harness digital media to develop and promote their brands and online presence.

Gateway Media
Gateway MediaGateway Media

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Legal Services Act Seminar 3rd March 2010

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  • 3. Neil Ramsorrun – Creative Director
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  • 121. Bio - Fill out your bio. Your latest tweets don’t mean much to someone that doesn’t know you. Your bio is the only place you have to tell people who you are.
  • 122. Links - Put links to your Twitter profile everywhere, in presentations, business cards, figure out a way to broadcast or display your twitter account.
  • 123. Stalk - Follow top twitter users, watch what they tweet.
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  • 126. The most powerful use of Linkedin is to find new clients and business partners through the search function and Groups.
  • 127. Choose a Lion (adding everyone) or a “Trusted Partner” (adding few) approach
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  • 129. How will you sound online?
  • 130. “define” your writing style to ensure consistent approach to posting
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  • 132. Find interesting ways to deliver your key messages, try new approaches.
  • 133. The videos we produce are used across many media channels. From social networks to meetings and presentations like this. Video Podcasting is a very low cost way of doing this.
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Notas do Editor

  1. Next page - Agenda
  2. Simon – Housekeeping – Toilets, There are no fire alarms expected today, fire assembly points, there will be a break when refreshments will be servedQuick Bio from each of the speakersAsk attendees to introduce themselves and what they want to get out of the workshopNext page – Introduction to Gateway Media
  3. Set up in 2005, we are working with businesses to enhance their communication and marketing strategies. We work with a partnership approach with many of our clients forming long term relationships with us.We do this be providing a consultative service, advising on which aspects of digital media will be most affective.Next page - Here are some examples of our clients.
  4. We deal with similar issues with organisations across many sectors and large and small firms.Next Page – The Services We Offer
  5. Video, design, online, marketingNext Slide – Our Promo Video
  6. Play Video then Next Slide - Introduce Michael who is going to present on the Legal Services Act
  7. “The business structures through which legal services are delivered to the public have changed little over a considerable period. The most easily recognisable structure is the high street solicitor, practising either on his own or in partnership with other solicitors. But business practices have changed. In particular the skills necessary to run a modern legal practice have developed; but whilst those with finance or IT skills may sit on the management committee of a legal firm, they are not permitted to be principals in the business. There is concern also about whether the restrictive practices of the main legal professional bodies can still be justified, in particular those which prevent different types of lawyers working together on an equal footing. There is pressure for change from those who represent consumer interests, but also from many in the legal profession, particularly the Law Society who have made a strong case for liberalisation of law practices.”“I have learnt that certain lawyers dislike being described as part of an industry. They see a conflict between lawyers as professionals and lawyers as business people. The idea that there is a major conflict is in my view misplaced. Access to justice requires not only that the legal advice given is sound, but also the presence of the business skills necessary to provide a cost-effective service in a consumer-friendly wayReview of the Regulatory Framework for Legal Services in England and Wales – Final Report; Sir David Clementi December 2004, Foreword
  8. LDPs and ABSsLegal Complaints Commissioner and Legal Services Ombudsman abolished. The OLC created and that sets up the Legal Ombudsman, operational from the second half of this year.Non-lawyers can finally own law firms
  9. LSB – answerable to the Consumer Panel and the Lord Chancellor, thence Parliament
  10. s. 1(1) The regulatory objectives  (1) In this Act a reference to “the regulatory objectives” is a reference to the objectives of— (a) protecting and promoting the public interest; (b) supporting the constitutional principle of the rule of law; (c) improving access to justice; (d) protecting and promoting the interests of consumers; (e) promoting competition in the provision of services within subsection (2);(f) encouraging an independent, strong, diverse and effective legal profession; (g) increasing public understanding of the citizen’s legal rights and duties; (h) promoting and maintaining adherence to the professional principles.  And  s. 1 (3) The Professional Principles(a) that authorised persons should act with independence and integrity, (b) that authorised persons should maintain proper standards of work, (c) that authorised persons should act in the best interests of their clients, (d) that persons who exercise before any court a right of audience, or conduct litigation in relation to proceedings in any court, by virtue of being authorised persons should comply with their duty to the court to act with independence in the interests of justice, and (e) that the affairs of clients should be kept confidential. (4) In this section “authorised persons” means authorised persons in relation to activities which are reserved legal activities.s
  11. The governing rules between regulators and the regulated and between regulators to avoid conflict still to be finalised
  12. Independent Complaints process seen as being necessary after the failures of the SCB and Legal Complaints Service and LS Ombudsman
  13. Only about 70 firms have opted for LDP status so far. They will convert to ABSs automatically when ABSs come in to force in October 2011Applications for ABS status to be allowed from next summer
  14. Is “Tesco law” the main threat – or is it IT?Mayson – predicts carnage in the professionSusskind – IT will fundamentally change how lawyers do business – The End of Lawyers?
  15. 15 Models – Nick Jarrett-KerrTraditional Law FirmMarketing Umbrella e.g Quality SolicitorsLaw Firm Franchise – Specsavers modelConsolidated Law Firm Roll UpVirtual Law Firm – e.g KeystoneLegal Multi-Disciplinary PartnershipIntegrated MDPExternally Financed Growth – e.g private equityBranded Conglomerate – e.g Tesco LawLaw Firm PLCIntegrated Legal NetworkExternal Consolidation Roll-upOnline Firms – Tessa SheppersonNot for profit firmsIn-house teams
  16. In House Counsel?
  17. $6 HaircutsThe four “A”sToo much lawSecretaries – why? Outsourcing/email/IT solutions/Online document creation – PJH Solicitors/Disruptive TechnologiesWhich is the bigger threat? LSA or IT?Knowledge vs Judgement
  18. Having trawled through some of the top 200 UK firms there is a glaring absence of this information. At a time when clients want to know what you are doing for them, their communities and the environment it seems the industry has a long way to go. Part of the challenge for companies batting against Tesco in the power of the brand. When you have no brand recognition these values will go a long way to changing the traditional perception of law firms. Most consumers dread the thought of engaging a solicitor just because of the perceived high rates and inability to know whether you are getting value for money Tesco and the other supermarkets have addressed this by having their regular reviews of prices to publicly benchmark themselves against each other. Will they be doing this with their legal services I wonder?
  19. Epoq saw an opportunity to be intermediaries based on the use of technology to create a new market. Probably used first mover advantage and create barriers to entry with technology. Entire business model is a USP.
  20. Make sure you engage your staff and your closer more friendly customers when finalising your mission statement so they will be on board but it also creates another reason to get in touch.
  21. Think about local communities and how you can help, pro-bono working, corporate social responsibility, providing work experience, volunteering, the environment and green issues (have you defined your environmental policy?). There are local agencies that can help. Every child matters so what can you do to help?Use of paper in law firms is extremely high. You should look at how to reduce this and increase productivity using relevant technologies.
  22. People buy your products/services for their strengths. They work around any weaknesses. Suppliers often concentrate too much on their weaknesses and assume, incorrectly, that everyone understands their strengths. In the end, when everything is stripped sway all you have is your strengths, so actively promote them.
  23. This is a key slide because it shows that marketing is not just leaflets and websites70% of marketing is research , asking people, reading and being in librariesNotice we start with the target first In terms of segmentation use example of restaurant:Look at corporate segmentsAnd then a restaurantFollowing segmentsLunchtime tradePre theatre partiesLate night dinersFamilies
  24. In looking at what is your market you need to considerYour current marketThe potential market, of which your market is but a part Take a broader view of the market? E.g. An events company instead of looking at “events” take a broader view of company bonding, well being, etc. Focus on the benefitsLook at your own company? SWOT
  25. AgeGenderWhere they liveThe market sectorBusiness size
  26. Face to face / phone: Have script before hand, but don’t stick to it word for word or you will sound roboticTell them how long it will takeMake a note of the business contact you spokeFor business people it is sensible to agree a time, keep it short as possibleWritten questionnaires give a better quality of responseNB: 5% is average rate of return so make sure your response is statistically significantUse gifts as incentives and prepaid envelopesPersonalise the letterSend out a trial sample first
  27. Marketing is like cooking – you need the correct blend of ingredients each of the four Ps needs to be tailored to each segment
  28. For example primark, heavily focuses on price
  29. For example marks and spencer
  30. Depending on segments, resources and market characteristics will determine their marketing mixFor example Tie rack – strength is placeAmazon: placeTesco: used to be price, but now qualityM&S: productPrimark: priceSoap product and beer: promotion
  31. Depending on segments, resources and market characteristics will determine their marketing mixFor example Tie rack – strength is placeAmazon: placeTesco: used to be price, but now qualityM&S: productPrimark: priceSoap product and beer: promotion
  32. Depending on segments, resources and market characteristics will determine their marketing mixFor example Tie rack – strength is placeAmazon: placeTesco: used to be price, but now qualityM&S: productPrimark: priceSoap product and beer: promotion
  33. Bottle:Features: fragrance, bottle, large lid, spray Benefits?GPS:map of UK, voice, clip, speed camera alert, full colour , electrical lead
  34. The sum of your benefits is your value proposition = your core messageUse the link “which means that...”
  35. Give example of working for arcadia
  36. Which ?where would my potential customers look for suppliers of my products and services?choose methods according to cost, targeting and responseMarketers use cost per thousand (higher cost for better targeted methods)If seeking direct response monitor according to cost per response and also cost per conversion. Choose advertising and publicity methods that suit your targeting. If you decide to buy advertising the media agencies are able to provide a lot of information about their readership/audience. Getting and building evidence of advertising effectiveness is a vital partAsk people how did you hear of us? Keep a list of the recipient list by the phone and tick them off one by one.
  37. we are going to focus on the red areas, especially sales face to face
  38.      Contact the Direct Marketing Association or country equivalent for more information about providers of lists and mailing services, etc.
  39. Printing costs reduce dramatically with volume. Ask for run-on costs. Digital printing methods are appropriate for low volumes. Paper type: letterheads 90-100gsm, Single sided colour printing 100gsm 200gsm is minimum weight for a post card format. Direct Mail: Avoid using non-standard envelope sizes. Royal Mails new pricing system based on size (and weight)Door to door: Large quantity leaflet drops to consumer households or business addresses, without the need for envelopes can be arranged through the Post Office in the UK). Targeting based on postcodes is possible to a degree, and the cost is often inclusive in the distribution charges. Inserts: Brochures to be sent out with a magazine or newspaper.Charges vary according to weight, volume, targetingResponse rates from inserts are almost always lower than direct mail, Big coverage Bound-in inserts don't fall Details can be obtained from the Direct Marketing Association.
  40.  
  41. You can look like an authority by adding newspaper articles, testimonials, case studies from real clients. Add a press section
  42.  
  43. We get on average 400 marketing messages a daySaturatedInterruptive
  44. Look for parallels in other industriesThe Call Centre, Help Desk & Customer Service industry The retail banking & finance institutions took the lead in segmenting their market:Identify the 20% of clients that generate 80% of profitCreate 3 different versions of the same product differentiated by the level of service provided, cost, value added services, etc. (e.g. silver, gold, platinum)Offer platinum product to the high net worth 20% and make it really easy for them to but itMake sure you cross sell all your products to all your clientsTreat the silver service more like a commodity product with high levels of churn expected, low cost to sell (automate if possible), high charges to client if they want to go outside the mould, low barriers to entry, manage risk with a fixed impersonal automated approach to stop high risk defaulters becoming customers (the criteria changed as competition increased).
  45. Is it happening from within your industry?Eversheds is doing it (from The Lawyer website)The national firm’s decision to ramp up its ­commodity arm through a joint venture with its South African ally is a fascinating admission that its bulk Legal Systems Group in Cardiff is under ­sustained pressure to deliver services even more cheaply. Eversheds envisages a model where 80 per cent of this bulk work will eventually go to South Africa and 20 per cent will remain in Cardiff. Clients want the low-level stuff done as cheaply as possible, and quite right too; in fact, the more firms that respond to this, the better.
  46. Next slide – Is it Widely used in your organisation?
  47. Next Slide – Is it new?
  48. Next Slide – Digital growth forecast
  49. Next Slide – How effective is your website?
  50. Next slide - Good example from the industry landlaw.co.uk
  51. Does your site do all of this? Next Slide – Sites Blog
  52. Next Slide - Features of the site
  53. Next Slide - CMS websites
  54. Do you have a CMS?Next Slide – Where a CMS sits between info site and interactive web 2.0 site
  55. Next Slide – Content Managed Site homepage
  56. Next Slide – doing a CMS update in action
  57. Ease of use – like word processorNext Page – CMS are you interested?
  58. Next page – Promotional strategies
  59. Next Slide – Email Marketing Stats
  60. Next Slide – What should it include?
  61. Next Slide – Gateway Media email marketing example
  62. Next Slide – Who to target
  63. Next Slide – Email marketing reporting
  64. Next Slide – Social Media
  65. Next Slide – Social Media What is it?
  66. Next Slide – Social Media Tools
  67. Next Slide – Social Media Statistics
  68. Next slide – Social Media Statistics Continued
  69. Next slide – A Company blog?
  70. Next slide – types of blog – wordpress, blogger etc
  71. Next slide – Micro Blogging TwitterDifferent ways to create a blog, wordpress, blogger, typepad.Blogs are often more visited than company sites as people are more interested in personalities. Blogs also rank higher in Google searches.Technorati is a blog search engine that where you can register your blogA blog (a contraction of the term weblog) is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.Many blogs provide commentary or news on a particular subject; others function as more personal online diaries. A typical blog combines text, images, and links to other blogs, Web pages, and other media related to its topic. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog), audio (podcasting), which are part of a wider network of social media. Micro-blogging is another type of blogging, one which consists of blogs with very short posts. As of December 2007, blog search engine Technorati was tracking more than 112 million blogs.[1] With the advent of video blogging, the word blog has taken on an even looser meaning — that of any bit of media wherein the subject expresses his opinion or simply talks about something.
  72. Next slide – Gateway MediaTwitter pageMicro-blogging is a form of multimedia blogging that allows users to send brief text updates or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, digital audio or the web.The content of a micro-blog differs from a traditional blog in that it is typically more topical, smaller in aggregate file size (e.g. text, audio or video) but is the same in that people utilize it for both business and individual reasons. Many micro-blogs provide this short commentary on a person-to-person level, or share news about a company's products and services.However, the most notable service is Twitter, which was launched in July 2006. Twitter is a social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 bytes in length. Updates are displayed on the user's profile page and delivered to other users who have signed up to receive them. Senders can restrict delivery to those in their circle of friends (delivery to everyone being the default). Users can send and receive updates via the Twitter website, SMS, RSS (receive only).Most followed person on Twitter is Stephen Fry with nearly 340,000 followers.Other leading social networking websites Facebook, MySpace, LinkedIn, and Xing also have their own micro-blogging feature, better known as status updates.
  73. Next Slide – Tips on Twitter
  74. Taken from http://blog.onlymarketingjobs.com/10-ways-to-increase-your-twitter-followers/Next slide Social Networks
  75. Next Slide – Linked In Tips
  76. Taken from http://www.ianbrodie.com/marketing/linkedin-tips-professionals/Next slide – Don’t forget your Tone of Voice
  77. Tone of voice taken from http://www.cib.uk.com/content/knowledge-bank/1436-beginners-guide-to-tone-of-voice.htmlNext slide – Viral Content? Photo and Video sharing
  78. Next slide –Photo and Video sharing websites
  79. Next slide – Pay per click
  80. Next slide – Pay Per Click Continued
  81. Next slide – Summary – Who are you talking to?
  82. Next slide – Summary – Where are you talking to them?
  83. Next slide – Summary – How are you talking to them?
  84. Shouting Vs. Sharing a relationshipNext slide – Summary – What are you saying?
  85. If you had 100 people in a room, what would you want them to do?Next slide – Summary – Media Matrix?
  86. Next slide – Q&A
  87. Next slide – Contact Details