Table of Contents of this Article:
The Perfect Law Office Reception Area from a Marketing Standpoint
What message does your reception area send to your clients and prospects? Does it fit into your overall marketing strategy? Bob Weiss makes a case for investing in your reception area as a key component of your firm’s marketing plan.
In real estate they call it curb appeal the critical first impression a property, residential or commercial, makes when a buyer or potential tenant first arrives.
What sort of impression about your firm does your lobby make to the first-time visitor? A lobby with a copy of todays local paper and a tattered weekly news magazine is a missed marketing opportunity.
One firm we represent that works with rapidly growing high-technology firms has the latest plasma screen televisions on the wall running news and financial programmingWere apace with you and connected to the capital markets is the message they convey to clients.
A firm with multi-national clients has the days International Herald Tribune and Financial Times on the coffee table, and a TV on which CNNs international channel news broadcasts runWere connected to the world and are up-to-date on events in your operating theaters is their message.
A regional firm we represent has pictures of manufacturing and distribution facilities of clients on the wall. Each has a short explanation of the clients business and nature of the firms representation. (Discreetly on the bottom of each it says This display developed with the permission of our client.)
Yet another firm profiles a major client each quarter in its lobby inviting the clients PR people to help the firms marketing director develop a display of products, facilities and history. This has the added benefit of educating the firms lawyers and staff about the client base.
Other firms create displays of client annual reports or product catalogues, again with the clients permission, for visitors to see. (Each publication says on a label in the cornerWe are proud to represent ABC Inc. providing such and such services. This display was developed with the permission of our client.)
Retailers have long had lobby and showroom displays of their advertisementsAs seen in Big City Magazine the headline says over a copy of their ad. Displaying copies of current advertising is appropriate in a law firm office lobby, as well. Copies of your recent professional announcements also should be on display along with news releases and clippings in which the firms lawyers are quoted, and your most recent newsletter, client guides and alerts. Some firms organize scrapbooks and include pictures of firm charitable events.
What does your lobby say about your firm and what it can do for clients? 
- Bob Weiss is president of Alyn-Weiss and Associates, Inc., a Denver-based marketing consulting group which has worked with both corporate, transactional and defense firms and contingent fee practices nationwide for more than 20 years.
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