Law Times

Law Times • June 11, 2012 Lawyers urged to create 'situational awesome' NEWS dered a pizza from the Austin, Texas, chain over the Internet re- quested there be a picture on the box of a unicorn fighting a bear. Chad Frierson, assistant man- ager for the Austin's Pizza call cen- A an unusual request last year. A customer who or- ustin's Pizza received tre, got the request and decided to do something about it. He e-mailed the customer saying that although the pizza chain' quest, he had drawn the picture on a Post-it note in the hopes it' meet his needs. The customer spread the pic- s store couldn't fulfil his re- d ture across the Internet in a matter of minutes. That, said Scott Stratten, presi- 'Twitter, Facebook, and really all social media is about a conversation, not a broad- cast,' says Scott Stratten. Photo: Kendyl Sebesta dent of UnMarketing in Oakville, Ont., is the definition of "situa- tional awesome" and is something small law firms and sole practitio- ners should be doing more of. "Your profession really sucks at this, which means you have a great opportunity to be amazing at it," said Stratten. "Large firms won't even touch this stuff. But you can use your ability to be personal as your strength and be awesome at it if you want to be. practitioners that aren't taking ad- vantage of 21st-century marketing techniques, such as finding unique ways to meet customer needs through Twitter, are losing out on "little windows of awesome" that could set their law practice apart from other firms. Stratten, who spoke at a ses- In his view, small firms and sole " solo and small-firm conference on May 31, said taking advantage of those opportunities to connect with customers and other people on a meaningful level is key. "Don't ignore what you don't s know," he said. make it work for you. Social me- dia is not about being great at ev- ery single thing and saturating the market. It' "Know technology, use it, and moment, like Austin's Pizza, and " s about taking that one doing the unexpected and being remembered for it in a good way. Michele Allinotte, a lawyer at Allinotte Law Office Professional Corp., said she has spent lots of time figuring out how to market her practice in Cornwall, Ont. But as more small firms and sole prac- titioners enter the field, she thinks having a solid plan rather than waiting for windows of opportu- nity in order to show their abilities will continue to be the most effec- tive option for lawyers looking to boost their bottom line. "Figure out who you are, who want, when you want to achieve it, and the budget you have for getting there. Then share what you want to create on multiple platforms and be that go-to person for people. sonal injury lawyer at Auger Hol- lingsworth Professional Corp. who spoke with Allinotte dur- ing the session, said developing a brand is also an important part of that planning process. "Pick something that you can Brenda Hollingsworth, a per- " Daniel E. Pinnington Raymond G. Leclair Lawyers' Professional Indemnity Company LAWPRO President & CEO Kathleen Waters announces the appointment of Daniel E. Pinnington as Vice-President of LAWPRO's newly created Claims Prevention and Stakeholder Relations Department and Raymond G. Leclair as LAWPRO's Vice-President, Public Aff airs. As director of practicePRO for the past 11 years, Mr. Pinnington built LAWPRO's risk management program into one highly regarded within the legal community in Canada and the U.S.A. He has served in many roles at all levels of the Ontario, Canadian and American bar associations, and is a frequent speaker and writer on risk management, technology and law practice management issues. do consistently, narrow in on your target focus group, develop a brand, and market for what you want your practice to be, not what it currently is," said Hollingsworth, who noted she devotes at least an hour each night to blogging as part of her firm' sion on marketing as part of the Law Society of Upper Canada' Ewart O'Dwyer in Peterborough, Ont., who attended the event with his law partner Kourtney O'Dwyer, says while he was sur- prised to learn so many market- ing tools and strategies exist for small firms, he thinks they may not always be feasible. "There are certainly marketing But John Ewart, a lawyer at s marketing plan. tools out there that I had never considered before, who notes his firm had a blog that it later abandoned due to time constraints. "But at the end of the day, it' " says Ewart, that has to be maintained." nal defence lawyer in Ottawa who also develops custom soſt- ware, says technology can be an important tool for firms look- ing to market themselves if they use it properly. " about creating the appropriate work-life balance and using tech- nology to allow you to generate more clients and devote more time to your practice, not the oth- er way around, At the end of the day, it's all you want to serve, and why peo- ple are going to want to pick you over another law firm," Allinotte said during a separate session on marketing for small firms. "Making a plan is also re- ally important. Know what you Sanderson Entertainment Law in Toronto, says he'll take the speak- ers' advice to heart. "I think I should be using all of these tools in my practice," he says. "I think there's a tendency if Paul Sanderson, founder of " he says. you are a lawyer to be buried in your files all day, but the speakers did a good job of showing that you have to make an effort to be involved in your community. You are your own brand aſter all. " LawPro-Susan_LT_June11_12.indd 1 www.lawtimesnews.com 12-06-07 1:26 PM s still another marketing tool Still, David Anber, a crimi- appointed LAWPRO's Vice-President, Public Aff airs on an acting basis. He has served in senior capacities with the real property sections of the Ontario and Canadian bar associations, as well as representing the interests of the real estate bar on numerous task forces and working groups. Mr. Leclair joined LAWPRO in 2008 as Vice-President, TitlePLUS and in 2011 was LAWPRO provides malpractice insurance and risk and practice management programs to more than 23,500 Ontario lawyers, and title insurance in all Canadian jurisdictions. LAWPRO's TitlePLUS title insurance program is the only all-Canadian title insurance in the market today. BY KENDYL SEBESTA Law Times noted that communicating with people rather than broadcasting a sales pitch is also an important Speakers at both sessions Stratten, is being genuine with strategy for sole practitioners and small firms. What' s key, according to all social media is about a conversa- tion, not a broadcast," he said. LT clients online. "Twitter, Facebook, and really ANNOUNCEMENTS PAGE 5 LawPro-DanRay_LT_June11_12.indd 1 12-06-07 2:52 PM Lawyers' Professional Indemnity Company Susan T. McGrath Th e LAWPRO Board of Directors is pleased to announce the appointment of Susan T. McGrath as Chair of the Board. Since her call to the bar in 1979, Ms. McGrath has been a very active member of the legal community. She has served as president of her local law association, the Ontario Bar Association and the Canadian Bar Association. As well, she has contributed in many capacities on committees and task forces of these and other legal associations. As a bencher of Th e Law Society of Upper Canada since 2007, Ms. McGrath has served on numerous Law Society committees dealing with issues such as access to justice, professional development and competence of the profession, government relations, and the Law Society's compensation fund. She is well-respected for being an advocate for sole practitioners/small fi rm lawyers and those working in remote areas. Ms. McGrath currently practises as a sole practitioner based in Iroquois Falls. LAWPRO provides malpractice insurance and risk and practice management programs to more than 23,500 Ontario lawyers, and title insurance in all Canadian jurisdictions. LAWPRO's TitlePLUS title insurance program is the only all-Canadian provider of title insurance in the market today.

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