It’s crunch time in January leading up to Legaltech New York—do you have what it takes to stand out in the crowd? Below is a compilation of seven legal technology marketers’ ideas on how you can be heard above the noise to have a successful Legaltech.
Valerie Chan, Founder, Plat4orm PR:
1. Review your LTNY game plan to see where the holes are. Are your messages compelling? Did you figure out each logistic? Is there a backup plan in case something fails?
2. Schedule LTNY meetings now. Don’t wait until the last minute. By mid-January, LTNY attendees know whom they are going to meet with, and available time slots have been filled. Reach out now to have the most productive schedule.
3. Get your most important news out in January. Don’t let your news get lost at LTNY. LTNY attendees often backfill their dance cards with the most “compelling” vendors by checking out the news before the show.
4. Analyze the competition to stand out. What are the holes in their marketing messages? What do you need to tweak to differentiate yourself?
5. Have a post-LTNY plan. Make sure your hard work pays off. After LTNY, if you plan correctly, leads turn into conversions.
Amy Juers, Founder and CEO, Edge Legal Marketing:
With a plethora of exhibitors at Legaltech one might find it hard to overcome another’s hype and noise, but here are a few strategies and tactics to help raise above the noise.
Get started early: Before the show let your targets know where to find you and what you’ll offer to them at Legaltech. Make sure your company’s content and “elevator pitch” is clear and succinct. Put your editorial plan together for blog and social media posts as well as email campaigns. Write all your content in advance. Schedule meetings with your clients, prospects, vendor partners and the media now.
At the show: Set high priority to the people that bring the most to your company. Bring a lot of business cards! Make sure everyone knows the pitch and is comfortable demonstrating your software. Take notes when talking to people, be sincere and do something to make their visit to your booth memorable.
Afterwards: Categorize your leads and assign them to a salesperson. Implement a post-show campaign and make sure it includes a personal touchpoint. Some ideas for post-show communications include inviting them to a webinar or product demonstration, sending a white paper that addresses the tech issue at hand or explains your product or service more, or a simple hand-written note demonstrating the lost art of communication.
Christy Burke, President and Founder, Burke & Company:
“The secret to standing out amid the noise at Legaltech 2016 is not really about noise, it’s about focus. Communicate with the people who matter most to your business and use the show as a magnet to draw them in closer.
Before Legaltech, reach out to customers, prospects, suspects (who may become prospects) and the media. Tell them what will be new or interesting about your software and services at the show. Invite them to a demo, meal or coffee during Legaltech to touch base so you can educate them more. LegalTech buyers are sophisticated consumers, so the more they know about your technology and the people behind it, the better. Then, be sure to follow up with them thoroughly and promptly after the show. Then, you can make plenty of noise when you close a bunch of deals resulting from your efforts at Legaltech 2016.”
Andrea Johnson, Marketing Consultant:
Whether you are a marketing manager planning your company’s tradeshow booth or an LTNY attendee, your goals are probably similar: meet new people and build business relationships that lead to sales. However, the true test to close business happens after the show.
Use analogies for the most memorable recall. Analogies are memory triggers, helping create a connection with prospects. The more connections you make, the more memorable you become. For example, I might emphasize the pronunciation of my name, “Hi. I’m Andrea – pronounced ‘On-drea’ like ‘On-track’ – not ‘AND-rea.’” When following up, I’d say, “Hi, this is Andrea from Ontrack.” Simple name and company pronunciation makes you more memorable.
Another way to implement this approach is creating a connection between your company and something out of the context of your day-to-day work life. For example, create a card game to demonstrate how your technology works.
Remember, analogies – “I’m X, like Y, you’ll remember that!” – can help draw mental connections for a successful LTNY follow-up!
Ed Colandra, Vice President and Senior Consultant, Legal Vendor Strategies:
1. Come a day early and enjoy a bit of NYC. Besides great food, there are several terrific plays on Broadway now. Go to the TKTS booth by the Marriott Marquis Hotel for “leftover” tickets for that day’s show at half price.
2. It’s difficult to find a spot for a quiet meeting at the Hilton. The restaurant at The London NYC on 54th Street is a good choice. Reservations are recommended.
3. Feed your social media audience with a few updates daily, and then a summary of your experience as a blog for your website and LinkedIn.
4. Bring business cards and keep them in your badge holder. On your interlocutor’s card, write down what you talked to them about to remind you why you even have the card when you get home.
5. Network constantly – at lunch, at sessions, at booths, at receptions. Break out of your comfort zone and meet new people.
Ari Kaplan, Legal Industry Analyst, Ari Kaplan Advisors & Member, Legaltech Advisory Board:
1. Efficiently schedule meetings. There is so much to learn and so many people to meet that the best thing you can do at the conference is to efficiently manage your calendar. I usehttp://YouCanBook.me, which allows me to send a unique link to colleagues and permits them to book any open slot on my calendar.
2. Attend the editors’ and bloggers’ breakfasts. Not only will your attendance at these two free events give you access to ALM’s dynamic editorial and leadership teams, but it will expose you to thought leaders in technology, innovative entrepreneurs, and savvy media experts from around the world.
3. Write about your experience. Whether for an article, a blog post, a LinkedIn group update or even a series of Tweets, write about what you see and whom you meet. They will appreciate the recognition and it will give you a great opportunity to follow up.
These are some tips to maximize your ROI for LegalTech:
1. Set goals early. There are multiple paths to achieving ROI, from networking and pitching potential clients to speaking and building marketing lists. Each path has a different return horizon, so do not limit yourself to one.
2. Invest in your brand. Use your knowledge of the competition to stand out. From business cards and marketing collateral to booth and tchotchke design, always put your best foot forward.
3. Use the media list. Contact reporters to pitch actual news, not something insignificant or inherently self-serving.
4. Leverage social media. Create content to share during LegalTech. Build Twitter lists with reporters, speakers and sponsors attending LegalTech. Then interact.
5. In your quest for ROI, remember to have fun! Feel free to mingle and celebrate all of your hard work. However, make sure to get your hustle back in the morning!