In real estate they call it “curb appeal”—
the critical first impression a property, residential
or commercial, makes when a buyer or potential tenant
first arrives.
What sort of impression about your firm does your lobby
make to the first-time visitor? A lobby with a copy of
today’s local paper and a tattered weekly news magazine
is a missed marketing opportunity.
One firm we represent that works with rapidly growing
high-technology firms has the latest plasma screen televisions
on the wall running news and financial programming—“We’re
apace with you and connected to the capital markets”
is the message they convey to clients.
A firm with multi-national clients has the day’s
International Herald Tribune and Financial Times on
the coffee table, and a TV on which CNN’s international
channel news broadcasts run—“We’re
connected to the world and are up-to-date on events
in your operating theaters” is their message.
A regional firm we represent has pictures of manufacturing
and distribution facilities of clients on the wall.
Each has a short explanation of the client’s business
and nature of the firm’s representation. (Discreetly
on the bottom of each it says “This display developed
with the permission of our client.”)
Yet another firm profiles a major client each quarter
in its lobby inviting the client’s PR people to
help the firm’s marketing director develop a display
of products, facilities and history. This has the added
benefit of educating the firm’s lawyers and staff
about the client base.
Other firms create displays of client annual reports
or product catalogues, again with the client’s
permission, for visitors to see. (Each publication says
on a label in the corner—“We are proud to
represent ABC Inc. providing such and such services.
This display was developed with the permission of our
client.”)
Retailers have long had lobby and showroom displays
of their advertisements—“As seen in Big
City Magazine” the headline says over a copy of
their ad. Displaying copies of current advertising is
appropriate in a law firm office lobby, as well. Copies
of your recent professional announcements also should
be on display along with news releases and clippings
in which the firm’s lawyers are quoted, and your
most recent newsletter, client guides and alerts. Some
firms organize scrapbooks and include pictures of firm
charitable events.
What does your lobby say about your firm and what it
can do for clients?
Top
Bob Weiss has been a law firm marketing
consultant for 25 years representing local, regional
and national firms. He is president and founder of Alyn-Weiss
and Associates, Inc. in Denver. He can be reached at
303-298-1676 or at weiss@prdenver.com.
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