Name: Amy Danziger Shapiro
Company: American Law Institute-American Bar Association (ALI-ABA)
Title: Director, Strategic Marketing
How did you get into legal marketing?
I always knew that marketing was my calling, even when I was in law school. Like everyone else, I went through the process of applying for summer associate jobs but knew I needed to come up with a way to stand out from the crowd. I decided to staple a packet of instant coffee to my resume and cover letter with a note that said something along the lines of “Enjoy a cup of coffee on me while you’re reading through resumes.” It worked. I received a great deal of feedback and landed a summer internship.
By the time I graduated from law school, I realized that marketing was my passion, rather than practicing law. I entered the legal education business as a sales and marketing associate, officially starting my career as a legal marketer.
Describe one of your best experiences in legal marketing?
Over the past four years, I’ve had the opportunity to speak at a variety of industry events on the topic of social media. I’ve been using social media both personally and professionally for a number of years, and find it incredibly rewarding to share my learnings and insights with others in my field. I’ve led seminars through the Association for Continuing Legal Education (ACLEA) and Peach New Media, Inc. and have truly enjoyed these experiences.
What is one of your greatest challenges when it comes to legal marketing?
Marketing a legal service or product that encompasses new technologies and ways of learning isn’t easy. The legal industry is not known for being an early adopter of new technologies. It can be challenging to convince legal professionals to think about CLE in different way. We’ve made great strides in incorporating new technologies into ALI-ABA’s CLE programs, but have been faced with resistance. Change isn’t always easy, but in this case, it has transformed the way lawyers fulfill their CLE needs for the better.
Do you have any words of wisdom to those who are new to the field?
My advice is to be open to all opportunities and keep an open mind. I went into law school thinking I was going to practice law but soon realized that marketing was the right path for me. It’s important to consider all of your options and not shy away from unexpected opportunities.
I also have to stress the importance of maintaining your brand, personally and professionally (as a marketer, this is paramount!). Have a point of view, stand for something and stick to it. It will help you differentiate yourself and make a mark in the legal world.
What is one thing that most people don’t know about you?
I’m a pretty open book, so there isn’t a lot that people don’t know about me. One thing that may surprise people is that I (still) love disco and always have!