Informational Marketing Ideas

Attorneys always ask us about the latest and greatest way to share their expertise in a particular area of law with an audience of marketing targets. We always answer the same way; "find out what your audience problems are and develop solutions to share with them".

Fulbright & Jaworski L.L.P. does a great job at this and recently sent out a mass email to all their marketing targets, peers and referring attorneys announcing a "Catastrophic Litigation Without Warning...Critical response In The Aftermath of Disaster" web seminar. According to their promotional materials:

The expert panel consists of lawyers from industry and private practice, including those experienced in handling mass torts in the U.S., U.K., Asia and the Middle East, including Bill Noble, corporate counsel for BP. Bill will provide first-hand experience from an in-house perspective on how to successfully manage the conflicting internal and external pressures created by immediate and long-term crisis management. The panel also includes Richard Smith, former acting Chief and Principal Deputy Chief for Litigation of the Fraud Section of the U.S. Department of Justice Criminal Division and now partner and Co-Chair of the Government Investigations Practice at Fulbright & Jaworski L.L.P. The panel will share its experiencesregarding the ethical obligations that corporate and outside counsel face to preserve physical, electronic and documentary evidence arising in the
wake of a catastrophe.

Speakers:
William Noble, Corporate Counsel, BP America Inc.
Otway Denny, Partner, Fulbright & Jaworski L.L.P.
Stephen Fernelius, Partner, Fulbright & Jaworski L.L.P.
Eva Fromm O’Brien, Partner, Fulbright & Jaworski L.L.P.
Richard Smith, Partner, Fulbright & Jaworski L.L.P.
Chris Warren-Smith, Partner, Fulbright & Jaworski L.L.P.

Fulbright marketers know their audience and their audience obviously told them this was an an area with far more problems than solutions. By offering practice area experts Fulbright continues to reinforce their brand of "When you think litigation... think Fulbright." What can your firm do to help your target market solve their problems?