But playing golf with an endless array of acquaintances who don't have the ability to hire or refer you is hardly an effective use of your marketing time. They have determined who they want to get to know better and, from there, they develop a systematic plan to go about building and enhancing relationships with them. The key word is plan. Over 300 people spend a half-day listening to you and your partners talk about the latest changes in state law. It was great.
Problem is, there was very little follow up.
When it comes to seminars and similar events, we suggest that you consider smaller, less formal and more interactive sessions. Think about a seminar series, focused on a particular industry, where participants get together repeatedly. And personal follow is the key to making them work. All participating attorneys should follow up with at least two or three people at each event, focusing on folks who can help them achieve their objectives. Not me, and not your prospective clients either.