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| Spring 2009 Edition | |||||||||||||||||||||||||||||||||||
 My term as the Chair of the Vendor Relations Committee (VRC) concludes during ALA’s Annual Educational Conference and Exposition in New Orleans, at which time the Committee will be in the capable hands of John Kirk, CLM. I’m very proud of the VRC’s accomplishments during the past three years. Many of these projects, including the concept for this newsletter, were well under way when I joined the Committee, and we owe much of our success to our predecessors. Some of the high points include:
Perhaps the best evidence of our commitment to our business partners is that ALA has added points for vendor relations in the ALA chapter “President’s Awards of Excellence.” These awards encourage chapters to perform at the highest levels in terms of chapter management, community service, education and, now, vendor relations. We are committed to furthering and enhancing our relationships with our business partners and to continuing to educate our members on the value that you bring to the organization. It’s been a pleasure serving as the Chair, and I look forward to seeing the next phase of the committee’s work under the leadership of John Kirk, CLM. Report Confirms Trade Shows and Related Events Play
Increasingly Crucial Roles in Companies’ Marketing Plans
The largest and longest-running annual survey of corporate sales and marketing executives, EventView 2009, reveals that industry leaders in North America believe that among all marketing channels, meetings and events – including trade shows and expositions – should be leveraged now to best drive return on investment (ROI) and to accelerate and deepen brand relationships during the economic downturn. These findings and many others are uncovered in the annual EventView 2009: North America report, produced through a unique collaboration among The Meeting Professionals International (MPI) Foundation, the Event Marketing Institute (EMI) and George P. Johnson (GPJ). More than 300 senior sales and marketing executives weighed in to produce EventView 2009: North America, which reveals that face-to-face marketing activities at trade shows and elsewhere are playing integral roles within the marketing mix, heightened in part by a downtrodden economy in which corporate marketers rely on every marketing dollar to deliver an increased and measurable impact. “Senior marketers believe events are the most effective medium to engage customers and move them to purchasing behavior,” said Bruce MacMillan, President and CEO of MPI. “While we’ve seen event marketing mature as an effective marketing channel for several years, the benefits become heightened in an uncertain economy. Marketing decision-makers have clearly taken notice.” Key findings in EventView 2009: North America include:
The EventView 2009: North America report corroborates related findings that trade shows remain indispensable marketing vehicles even during the current recession. According to analysts at Skyline Exhibits (www.skyline.com):
Learn more about the EventView 2009: North America report at www.mpiweb.org, and explore more trade show tips from Skyline Exhibits at www.skyline.com. By Bob Abramson, ALA’s Director of Marketing
One thing we do know, however, is that unless your business is stimulated, and consumers (individuals or businesses) begin or continue making purchases, we are going to be caught in an ugly downward spiral. No individual can claim that “Aha, I have the answer,” but we must all look for ways to rebuild consumer confidence and begin the process of “uprighting” the economy. Trade shows such as the three-day event held during ALA’s Annual Educational Conference and Exposition remain vital and cost-effective ways to meet with current and potential clients in setting that foster business relationships, deliver sales, and rebuild consumer confidence. So, it’s essential that you prepare to make the most of participating in such events. Consider these thoughts as you prepare for ALA’s 2009 Exposition:  Be indispensable. While attending the upcoming ALA Exposition, do not strive only to satisfy your customers. Your goal must be to make yourself indispensable as a supplier. On a scale of 1 to 10, you cannot be happy with a score of 8 or “somewhat satisfied.” Always strive for that perfect 10 – “very satisfied.” The difference between the two scores could equate to just surviving or making a profit.
Engender trust. Always look for ways to differentiate yourself from your competition. The value of your services and those offered by other companies will often be perceived as the same – unless you explain and demonstrate the difference. A key factor in that differentiation is trust. With trust, your clients will know that they can depend on you to do the right thing, in good times and bad. How do you build trust? By being trustworthy. Yes, it’s that simple – and it starts by dealing with potential clients in an upright, forthcoming manner from the very first meeting.
Pursue excellence. During good times, it’s much easier to get by with mediocrity. During bad times, however, you cannot. Take a step back and look at everything you are doing from an “excellence” perspective. How can you be a better service provider to a current or potential client? Focus on ways to avoid complacency and deliver excellence.
Ask how you can help. Contact your customers and ask how you can be of service and help to them as a business partner. Notice that we did not say, “Tell your customers how you’re going to help them.” Ask them. Sit down in person. Call them on the phone. Have quality conversations with them. Be sure to do this personally, not by e-mail.
A commitment to exhibit at an event such as the ALA Exposition reaps many positive rewards. It’s good for you, good for the economy, and good for the industry that you provide service. During tough times, some companies try to cut costs by cutting marketing budgets (i.e., for trade shows or advertising), believing that approach will help them to ride out the economic storm. But times of economic upheaval are exactly when companies should be investing even more in themselves and committing additional funds to marketing and trade show efforts. This strategy will help to ensure that when the economy recovers (and it will recover), that they will be the first choices in the minds of firms looking to purchase new equipment and technology. “Quarterly Question”
This section of the newsletter features a question relevant to the legal vendor community and three answers to it: from an ALA member, an ALA vendor and an ALA staff member. We hope this approach will help you gain a larger appreciation for topics and issues facing the vendor community. What is the best way for a vendor to demonstrate the desire to work with a legal administrator as a business partner?
A partner is a friend who shares a common interest or participates in achieving a common goal. I don’t know that I have ever purchased anything from anyone whom I didn’t first consider to be a friend, even if that friendship was initiated in that very hour. The friendship is then enriched as common interests and common goals are valued and understood. Business partnerships will not last if they are one-sided. We should seek agreements and relationships that are mutually beneficial. As Alan Greenspan once said, “I have found no greater satisfaction than achieving success through honest dealing and strict adherence to the view that, for you to gain, those you deal with should gain as well.” The most valued vendor partnerships are those based on mutual benefit and friendship. These types of partnerships are not created overnight, and without effort on both sides, but once forged, these relationships are very strong and difficult to break. How does a vendor demonstrate the desire to work with a legal administrator as a business partner? By simply demonstrating that he or she has what it takes to become a trusted friend and ally. Then watch the sales follow. Eric R. Visser, Director of Administration First and foremost, the best way for a legal vendor to work with a legal administrator is to deliver a quality product that meets the administrator’s needs and expectations. To do that, it is vital for the vendor to familiarize itself with the firm’s practices, its culture and management style to help understand how to best serve the client. Second, the vendor needs to demonstrate a level of professionalism and client service that at least equals the level delivered by the law firm with which he wants to work. He needs to be able to demonstrate, in a concrete way, real value and cost-effectiveness, particularly in today’s economy. Third, a vendor who wants to be a true partner to an administrator makes him feel that he is there to help find a particular solution to a particular problem. The “one- size-fits-all” solution can often hurt an engagement before it begins. Finally, the vendor must show the administrator that he is interested in building a long-term relationship. It’s not about making the sale, but about making a commitment to continuing to deliver a high-quality service or product. This includes continuing to stay in touch with the administrator to ensure that he stays happy, long after the initial sale is made. Jake Krocheski, President I work with ALA members and representatives of the legal vendor community every day, and I often hear the same messages: Vendors want to reach out to ALA members with their valuable products and services, and ALA members want to find solutions to challenges they face in their workplaces. Why, then, is the potential for partnerships between these two groups fraught with landmines? Ultimately, members of both groups want to engage in mutually beneficial business relationships, but expectations about how to go about that differ widely. Members of the legal vendor community can facilitate a successful process through a few key steps: Do preliminary research. Before contacting an administrator about the potential for doing business with his or her firm, research the firm and try to ascertain its business needs and how your company’s product or service might be useful to the firm. The more you appear to know about the firm and its core business when you first make contact, the more likely the administrator will be to taking your call, as it will not seem like you’re simply working down a list of “cold calls.”
Be candid about your goals, but cognizant of theirs. Candor goes a long way toward facilitating proactive discussions. As a legal vendor, clearly you’re contacting the administrator in the hope of gaining business for your company – and it’s quite OK to say that. But also say something like this: “More importantly, I want to fully understand your needs and the needs of your firm to ascertain how I can best provide service to you. My goal is to help you to achieve your goals.” Understand the unique challenges administrators are facing now. In many firms, administrators are more strapped for time than ever before, as layoffs have pressured them and their colleagues to “do more with less.” So, it may be more difficult to secure time to speak with your potential customers – but once you do, it represents an extraordinary opportunity, as all administrators are looking for solutions to become more efficient – and to save money in the process.
John Delavan New Appointments to the Vendor Relations Committee
and Vendor Advisory Panel Patti Lane, CLM, and Michael Stephens, PHR, will complete their terms of service on the Vendor Relations Committee (VRC) during the Annual Educational Conference and Exposition in New Orleans. To fill these upcoming vacancies, the ALA Board of Directors recently appointed:
Three representatives currently serving on the Vendor Advisory Panel (VAP) will also complete their terms of service: Camille Grabowski (Robert Half Legal), Anthony K. Greene, CIC, CRM (Herbert L. Jamison & Co., LLC) and Phil Jones (Gunlocke). To fill these upcoming vacancies, the ALA Board of Directors also appointed:
The appointees begin their new roles in New Orleans in May 2009. The VAP’s objectives include helping the VRC to prepare the vendor education at the ALA Annual Conference; providing suggestions and feedback regarding the exhibit hall at the Annual Conference and at ALA’s regional and specialty conferences; and working with the VRC to enhance the understanding and appreciation of mutually beneficial relationships between members, vendors and ALA. Be sure to share information about the vendor-focused educational and “face time” opportunities with the employees who will be staffing your booth in New Orleans. Additionally, learn how they could maximize your organization’s visibility and ROI. Picture them riding on a Mardi Gras float, throwing beads to a crowd of legal administrators, with your company’s name displayed proudly on a parade flag. Special Educational Session for Registered Exhibitors The ALA Vendor Relations Committee and Vendor Advisory Panel (VRC/VAP) invite 2009 Annual Conference exhibitors to attend a panel discussion offering tips and suggestions to help business partners weather this difficult economic climate. The session will be held Tuesday, May 19, from 2:15-3:45 p.m. at the New Orleans Morial Convention Center. Panelists will respond to issues raised by our VRC and VAP members, such as:
Time has been allocated for the panelists to respond to questions from the business partners attending the session. There will also be time for the informal exchange of ideas, business relationship building and a prize drawing following the presentation. Panel members include:
Want More “Face Time” with ALA Members? ALA Annual Golf Tournament Send your top performing sales team members to golf with 50 to 60 leading legal administrators at the ALA Annual Golf Tournament in New Orleans! This year, the networking opportunities are endless as ALA kicks off the 38th Annual Educational Conference and Exposition with a round of golf on Sunday, May 17, at TPC Louisiana, home of the Zurich Classic. Premier Sponsor - Send four company representatives to play in four different foursomes of ALA members; attendance at the breakfast, luncheon and awards presentation; golf cart signage recognition; various recognition at the tournament and in the final conference brochure; and hole-in-one sponsorship recognition. Breakfast and Luncheon Sponsors - Send one company representative to play in a foursome of ALA members; attendance at breakfast and luncheon; various recognition at the tournament and in the final conference brochure. Hole and Contest Sponsors - Send one company representative to do the “meet and greet” at the sponsored hole; various recognition at the tournament and in the final conference brochure. Tournament
will be open to ALA vendors on a space-available basis AFTER May 1, 2009. For more information, contact Jane Mundell at jmundell@alanet.org.
FALA Silent Auction New to ALA this year is the online silent auction, developed to enable the entire ALA community, 10,000 + members and all ALA legal vendors, to join the fun in bidding on auction items from the comfort of their offices. To view this auction and get information on increased visibility for your company, please visit http://www.ala.cmarket.com. As we battle these challenging economic times together, ALA wants to help you, the legal vendor, maximize your marketing dollars. Once in New Orleans at the ALA Annual Educational Conference and Exposition, stop by Booth # 226 in the exhibit hall, where you will find a special selection of products and services ALA has donated to help you do business at a fraction of the original cost. For more information on the Silent Auction donations, sponsorship opportunities and recognition, please contact Jane Mundell at jmundell@alanet.org. Annual Conference Exhibit Booth Deadlines
To assist you with your exhibit booth at ALA’s Annual Conference in New Orleans, it’s important to review the Exhibitor Service Manual to determine which forms you will need to complete for your booth. Please review the approaching important dates that will help you in planning your exhibit and to obtain discounts:April May If you have any questions, please send an e-mail to exhibits@alanet.org or call (847) 267-1374. Approaching Advertising Deadlines for ALA Publications
ALA strives to make your relationship with legal administrators a successful one by providing you an array of opportunities to reach them. In 2009, ALA continues to offer highly visible advertising options in its flagship publications Legal Management (print and digital editions) and ALA News. Don’t forget, as well, that Legal Management has expanded to 10 issues in 2009, providing more opportunities to reach ALA members, their managing partners, and other legal professionals with your key marketing messages. In addition, our twice-monthly e-newsletter ALA Currents has been redesigned for 2009 and features multiple, high-impact banner ad positions. Please review the approaching advertising deadlines to ensure you save money and maximize your return on investment! Don't miss the following deadlines for ad placements in ALA’s publications: Legal Management journal, May 2009 issue: Legal Management journal, June/July 2009 issue – special double issue focused on Legal Technology: ALA News magazine, June/July 2009 issue: 2009 Expo Guide: the official, comprehensive source of information about the products and services offered by exhibitors at ALA’s 2009 Annual Conference: For more information about advertising opportunities with ALA, contact Mohanna Sales Representatives: Or visit ALA’s Web site to download the 2009 Media Kit: www.alanet.org/publications/mediaplanner.aspx More Resources Available Online
Seven Ways to Slash Pre-Show Mailer Costs 2009 – Save the Dates!
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The conundrum in today’s turbulent economic environment is twofold. One, we really don’t know where we are headed relative to the global economy. And two, we don’t know how to get where we’re going because we don’t know the final destination! 
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Association of Legal Administrators
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