Event Management

Event Management

Event Management is important to the legal
marketer on many fronts. Events may present
the face of the firm to clients and potential clients
and, therefore, should be flawless in their
execution. If you organize a seminar or a client
social event that has preventable errors/mistakes,
clients and prospects wonder what the firm/
practice area do with a bet-the-company case.
You need to be constantly aware that existing
and prospective clients continually evaluate at
each point of contact. Never regard these events
as simply “entertainment.”
The best way to develop and strengthen this
competency in team members is to walk in their
shoes, so you understand what you are asking
them to do. Then, you will be able to identify
any weaknesses in the process before the event
takes place. Over the years, I was responsible for
events along with directing and managing the
department. I brought this perspective to my
current firm where I have the luxury of a graphics
person who had also been a wedding planner.
We organized events for several years and when
our staff increased, we added an individual who
manages seminars and client entertainment
full-time. She is incredibly detail-oriented and
organized. For every client event, she produces a
chart that breaks down the process step-by-step,
assigns individuals in her group to each step,
has a timeline for completion of each step and
the names and contacts for each of the outside
vendors involved. Her group can then see the
details of the entire event, responsibilities, any
potential glitches, and, if need be, anyone can
step in to assist. It’s a living document that we
can access and update at any time. This document
also becomes a learning tool for the people
in her group, as it truly develops and strengthens
the members of the team. This process can be
used if you are a one-person shop or a huge
department.
Overall, the added benefit is that the attorneys
can see all the work involved in putting these
events together—not just the end result that
seems to magically happen when they request
something. It has been most successful in its
implementation.

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