The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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The NFL draft has gone from a nondescript covered by a handful of beat writers to a four-day media extravaganza, thanks in part to some great marketing from the NFL and ESPN.  Here are some tips that you law firm marketing plan can include from the NFL draft.

First, communicate early and often.  As soon as the season ended, draft talk was all over the airwaves. Fans were clamoring to know the direction of the team, and the teams have been feeding them enough information to keep them coming back.  The NFL scouting combine has become must-watch television due to the constant chatter by fans, ESPN and league sources.

Second, know your audience and their needs. The NFL and ESPN correctly surmised that that time between the Super Bowl and opening day of baseball season is largely a dead time in sports.  Football is the American pastime, so they created the scounting combine during that “dead” time so that the buzz about the NFL would continue.  The audience demanded more football info, and they delivered it.

Third, remember that it is about delivering on the promises made.  First round draft picks, rightly or wrongly, are judged harshly.  The first round picks that became busts live in infamy.  Those who go on to greatness are heralded forever.  It’s not enough to have promise, you also have to deliver on the field.

When you are putting your legal marketing plan together, keep these thoughts in mind.  Communicate early and often to your audience.  Tell them what they need to know, and deliver on your promises.  It will take you from having potential to a becoming a superstar.
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