Event strategy gives law firm much-needed recognition

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Objective: Loeb & Loeb wanted to generate awareness of its recently acquired energy practice.
Strategy: The law firm chose to announce the new group at the Platt's Global Energy Conference in Las Vegas. In addition to a full event marketing strategy, the firm showcased the energy practice's attorneys in a video. Loeb distributed the video on YouTube and embedded it on thumb drives, which it gave away to conference attendees. It also publicized the video by embedding it in a press release.
Results: The firm's efforts led to a new-business meeting with a new client, and the video received more than 400 views on YouTube.

Loeb & Loeb is a multiservice national law firm with approximately 300 attorneys in five domestic offices. The firm has practice areas in advertising and promotions, bankruptcy, entertainment, finance, intellectual property, litigation, media, mergers and acquisitions, real estate, restructuring and creditors' rights, technology, and tax and wealth services. In December 2009, the firm announced its acquisition of Day Pitney's energy practice and the opening of a Washington, D.C., office.

Loeb & Loeb wanted to generate awareness of its new practice area and showcase the attorneys in the group, said Jennifer Manton, the firm's CMO. “We needed to make a big splash,” she said. “These individual attorneys have name recognition with their clients but, as a whole, the law firm doesn't have name recognition in the [energy] industry. We thought we had to make a strong impression with a multipronged approach.”

Loeb & Loeb decided that splash should be at a premiere energy industry conference—Platt's Global Energy Conference in Las Vegas in April, Manton said.

The firm chose an event strategy that included conference sponsorship, speaking at a session, hosting an invitation-only party with an Elvis impersonator (the firm represents the estate of Elvis Presley) and using an iPad giveaway to draw attendees to the Loeb exhibit. Loeb also worked with Intelligent Video Solutions, a provider of corporate video production and law firm marketing, to create a video announcing the acquisition and showcasing the attorneys in the new energy group. The firm featured the video at its exhibit and gave away thumb drives embedded with the video, as well as other conference materials.

Loeb didn't want the announcement to be static and one-dimensional, Manton said, so video was an important component of the announcement. “We're known for our legacy in the media and entertainment space, so being innovative is part of the fabric of the firm,” she said. “We do a lot to mirror what our clients do.”

Loeb posted the video on its website and e-mailed a link to conference attendees following the event. It also sent the video in an embedded press release through Vocus/PRWeb, targeting energy, business and legal publications to ultimately reach general counsels at energy companies. The firm ran ads on Facebook, Google and Linked, yielding “hundreds of thousands” of impressions, according to Intelligent Video Solutions. The video received more than 400 views on YouTube.

Manton said the firm successfully generated the awareness it hoped to at the Platt's conference. “Next year, people will remember Loeb & Loeb,” she said.

Plus, Loeb's efforts at the event paid off with a new-business meeting with a potential client. “We're pretty hopeful we're going to get the new business from that [meeting],” Manton said. “To have a direct hit from one event is huge. You never have that. There usually have to be multiple touch points to make an impression."

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