Taking Events from Good to Great: Pre-and Post-Event Strategies for Business Development
By: Elizabeth C. Jeffries, Head of Business Development & Marketing, Kellogg Hansen
In legal marketing, adaptability has always been a non-negotiable. This remains true even in the post-pandemic era, particularly with the resurgence of in-person events, which presents a fresh set of challenges to tackle. Regardless of whether attorneys are enthusiastic about resuming attending events or if there is a need to advocate for the value of events, event professionals now face the task of reintegration. This involves effectively communicating events' long-term return on investment, especially considering the significant increase in business costs over the past three years.
In case you missed it, a group of experienced legal event practitioners gathered for a panel discussion on the reintegration of events. They shared valuable insights and best practices for maximizing engagement and return on investment.
Events have undergone significant changes in the past three years.
Following a cautious beginning, both small and large-scale law firms have resumed hosting in-person events. To devise effective strategies for the return to in-person events, the panel emphasized the importance of utilizing data and surveying clients across various leadership positions and industry groups. Tailored events are the best course of action, taking into account different regions, industries, and organizational levels. However, the one universal aspect that remains crucial across all scenarios is networking.
Law firms and their marketing and business development departments must proactively manage and adapt to the escalated costs associated with in-person events over the past few years.
In the face of escalating costs across all aspects of events, maintaining adaptability is crucial throughout the entire event promotion process. It's essential to remain vigilant and attentive to every detail, as circumstances can change rapidly. The truth is, sometimes it is impossible to predict how an event will unfold. To gain a clearer understanding of the financial impact of an event, collaborate with the business development team to create a post-event summary that compares client billable spend with event expenditure. In simpler terms, analyze the attendee list using the billing system and calculate the cost per person in relation to the event spend.
Elevating events from good to great requires strategic planning, attorney coaching, and a total understanding of the firm’s brand.
To ensure the immediate and long-term success of an event, personal engagement plays a vital role. One effective strategy is to encourage attorneys to send event communications directly from their firm email addresses to the targeted attendees. This approach establishes an upfront connection, breaks the ice for networking during the event, and makes post-event follow-up feel more natural. When clients receive invitations from their relationship attorneys, it adds a personal touch that significantly increases the likelihood of their engagement with the event. Moreover, it creates an opportunity for clients to actively participate in the dialogue by providing topics or questions for discussion, or by sharing more candid feedback than they might provide through a survey link. By including clients in these meaningful ways, deeper engagement is fostered and a more interactive and valuable event experience is executed.
Listen to the full recording here!
This panel was presented by
- Melissa Chance – Senior Manager, Event Strategy, McDermott Will & Emery
- Ryan Michael Hayes – Global Head of Events, Covington & Burling LLP
- Elizabeth Jeffries – Head of Business Development & Marketing, Kellogg, Hansen, Todd, Figel & Frederick
- Michelle Robinson-Hauser – Founder, KSE Bespoke Events