The Perfect Reception Area
-From a Marketing Standpoint

Firm Issues

By Bob Weiss

March 2005: 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 today's 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 programming-"We're apace with you and connected to the capital markets" is the message they convey to clients.

A firm with multi-national clients has the day's International Herald Tribune and Financial Times on the coffee table, and a TV on which CNN's international channel news broadcasts run-"We're 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 client's business and nature of the firm's 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 client's PR people to help the firm's marketing director develop a display of products, facilities and history. This has the added benefit of educating the firm's lawyers and staff about the client base.

Other firms create displays of client annual reports or product catalogues, again with the client's permission, for visitors to see. (Each publication says on a label in the corner-"We 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 advertisements-"As 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 firm's 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?

ALYN-WEISS & ASSOCIATES, INC.
Public Relations | Marketing
1331 - 17th Street, Suite 410
Denver, CO 80202

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