Author: Nigel Savage

Rankings: How Are You Really Doing?

Posted on | by Nigel Savage

When a leading directory releases a new set of results, firms are eager to look up their own rankings. Where did we go up? Where did we go down? And (as marketing teams are all too acutely aware) – who can we blame for any disappointments?

Of course, it’s important for firms to chart their own progress year-on-year. It’s good for both internal morale and external messaging to say “we’ve got four more practice rankings and nine more lawyers ranked than we did last year”.

But, even more compelling is for firms to chart their progress against their competitors, and benchmark their rankings accordingly. For example, your firm might not be adding rankings as quickly as the partners would like; but if your competitors’ rankings are all static or falling, you’re outperforming the market. And that‘s a message worth shouting about.

How I Can Help

  • I have devised a number of key metrics that benchmark firms’ rankings against one another, which can be used to give firms a true picture of how they’re performing in the market – both currently and historically.
  • Analysis of year-on-year progress of a firm’s own rankings, at both the practice and individual levels.

Give The Directories What They Need

Posted on | by Nigel Savage

Pity the poor researcher, whose job it is to wade through hundreds of submissions, all telling him or her the same thing: rank us higher! You got it wrong last year!

Their job is made so much harder by all the extraneous information firms decide to send the directories, “just in case it might help”. You might be justifiably proud of the prestigious conference you spoke at in 1998 – but the directories don’t care.

It’s essential to provide the directories with exactly what they need to make their rankings decision – nothing more, nothing less.

How I Can Help

  • A comprehensive set of best practice materials, covering all aspects of the research process.
  • Detailed strategic guidance on key parts of the process, in particular the thorny issues of client references, tips for selecting the best matters, advice for partners on how to handle research interviews, and guidance on which directories to participate with – and which to avoid.

Shout About Your Results

Posted on | by Nigel Savage

The amount of time and effort that goes into putting together directory submissions is enormous (and I should know!). And yet, many firms often don’t do anything with their results beyond the standard news item on their website.

I think those firms are missing a trick. It’s so important to make the amount of work your lawyers and marketers put in really pay off once the results come out, by adopting intelligent, eye-catching strategies for communicating your rankings both internally and externally.

On the other side of the coin, engaging with the directories throughout the year – rather than simply during the hard slog that is the submission process – can really pay dividends.

How I Can Help

  • Clear summaries and analysis of directory performance.
  • Innovative strategies for promoting directory and awards successes on law firms’ websites.
  • Developing a dedicated directories intranet page.
  • Representing firms in person with directory editors and researchers.
  • Keeping the directories updated with news and information throughout the year.

 

All the key directories. All the key people. In one place.

Posted on | by Nigel Savage

Beyond the directories’ own websites and Twitter pages, it can be tough for law firms to keep track of every development, initiative and nugget of information from the array of publications that rank lawyers and firms.

Throughout the year, the Savage Comms blog will feature regular, in-depth interviews with all the senior editorial people at all the major legal directories, as well as those at myriad other awards and rankings publications.

Here, you’ll find breaking news about current initiatives and plans for future development. You’ll find regular tips and tricks – direct from the horse’s mouth – as to how best to approach each directory’s research processes. And, you’ll hear their thoughts on the directories market in general – including how the market is developing, and why directories remain relevant in today’s legal market.

First up, watch out for my interview with Steve Naifeh, founder of Best Lawyers, coming today.

Next week: Catherine McGregor, Lawdragon‘s Chief of Strategic Development, and former Managing Editor of Chambers and Partners.

Welcome to the Savage Comms blog.

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Client references: the golden ticket?

Posted on | by Nigel Savage

The leading directories use client references as a key element of their research. Glowing references from key clients are at least as important as providing a detailed and focused submission. A firm won’t necessarily get ranked on the strength client references alone – but it makes the decision not to rank a firm much harder if the researcher is faced with a list of third-party explanations of why a firm should be on the list. But, there’s little benefit in providing clients who are unlikely to respond, or who aren’t going to give the researcher the right message. And no attorney wants to annoy their clients with endless reference requests. It’s a tricky balancing act.

Want to know more? Please get in touch to discuss successful strategies for managing the client reference process.