One of the most iconic advertising campaigns in recent memory is the got milk? creation. The brain child of Jeff Manning, Executive Director of the California Milk Processor Board, and ad agency Goodby, Silverstein, & Partners, the campaign offers four key lessons for legal marketers wanting to launch a coaching program at their law firms:
1. Focus on changing behavior
The old ad campaign “Milk Does a Body Good” had convinced Californians that milk was good for you. But it hadn’t moved the needle on changing consumer behavior; sales were still down.
Emphasize that coaching programs create habits and accountability...
Lawyers will readily admit business development should be a priority – that building a book of business is fundamental to the private practice of law. But few have honed the habits necessary to achieve long-term success. Emphasize that coaching programs create habits and accountability, changing attorney behavior so that business development is a natural part of their practice.
2. Make it fun
The biggest hurdle Jeff Manning faced was the perception that milk was boring. Compared to soft drink ads at the time – insinuating youthfulness and adventure – milk was antiquated. He knew the campaign had to be light, hip, and humorous to appeal to consumers inundated by ads.
Use gamification...
Lawyers are inherently competitive. Leverage that characteristic, and its motivational triggers, by using gamification in your pitch to leadership. Describe how the program will pit lawyers against one another, allowing them to earn points for business development activities. Or create cross-office and cross-practice teams to compete, which yields an additional benefit of strengthening internal relationships.
3. Work with the willing
The packaged goods industry generally agrees it is easier to get current customers to consume more than it is to convert new sales. Since 70% of Californians claimed to drink milk frequently, Manning chose to focus his efforts on getting them to drink more.
...stack the deck for your pilot program
Choose your coaching participants intentionally. In fact, go ahead and stack the deck for your pilot program! That junior partner with ambition and marketing savvy? She’s in. The partner who has always been thought of as a “grinder” but has hit on a niche practice prime for growth? Him, too. Include those you know will put forth the time and energy to get results.
4. Build on what works
The “got milk?” campaign went through several stages – each building on the success of the previous. The initial TV commercials using the deprivation strategy evolved into a point-of-purchase campaign in stores which evolved into a national print campaign using celebrity spokespeople.
Research the success of coaching programs at other firms. The legal industry is precedent driven, and that bias spills over into marketing decisions. Ask outside coaches and your colleagues at other law firms for case studies of their successes, and share them with leadership.
Bonus: Thirsty yet? Grab a cold glass of milk and start planning your firm’s coaching initiative:
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[Society 54 Co-Founder Heather McCullough is two parts wit and one part tenacity, with heaping doses of creativity and intellect on the side. Heather represents the power of hard work, strategy and collaboration. For more than 14 years, she has brought game-changing results to professional services firms through coaching and consulting on business development and client service best practices.]
