Marketing

Caroline Berger Tells Michigan Bar Journal Readers How to Throw a Successful Online Event

We're still in the throes of the pandemic, and in-person client development activities may be a ways off. So, how do lawyers and law firms create memorable events for clients, prospects, and others?

The April 2021 edition of the Michigan Bar Journal features an article by Rain BDM’s Caroline Berger with advice for throwing a perfect (and COVID safe) virtual shindig. Caroline draws from her background in marketing strategy and event planning to offer creative ideas and useful tips for leaving a lasting impression.

Here’s an excerpt:

[T]he event needs a purpose, but don’t overthink it. If you are a subject matter expert on trademarks and want to educate current and prospective clients on the implications of a recent landmark decision, go for it. Been too long since you met referral sources and business partners? Schedule a virtual roundtable and order bagels, sandwiches, or wine and cheese to arrive just before the start. Are your contacts struggling to build new relationships remotely? Host a memorable online experience where guests can learn something new and have time to mingle.

Here’s a simple list of event types that work well in a virtual setting:

  • Webinars. These may cover a wide range of topics highlighting your firm or serve as a spotlight on a keynote speaker covering an important trend. Because law firm webinars are common, make sure your topic is timely, skillfully presented, and delivers ready-to-go tips and takeaways.
  • Tours. Museums, cultural venues, and nature centers are suffering due to the pandemic. Support them and offer a special insider view to your audience while weaving in your firm’s practice strengths.
  • Community initiative. Corporate social responsibility isn’t merely a marketing trend; it’s a way firms give back to their communities. Partner with a local organization, spotlight its mission, and make a donation in honor of every guest who attends.
  • Virtual meetups. The most informal option, these are great for building camaraderie and offer a casual setting to engage with people.
  • Fireside chats. Gaining in popularity over the last several years, these are more relaxed than webinars, often held between a small group of peers.

To download and read the full article, click on the Michigan Bar Journal cover below.

Rain BDM Caroline Berger