The business landscape now incorporates three distinct generations of consumers. Each of these groups has their own distinct preferences for how they receive and process information, and make purchasing decisions. Successful marketers are not only familiarizing themselves with these three generations, they are now customizing their messages to simultaneously persuade and motivate each generation separately.
This program will explore the three generations as they pertain to the purchase of legal services: Baby Boomers, Generation X, and the Millennials. Learn specific strategies and tactics to ensure that your messages are crafted and delivered in a way to reach the right purchaser in the right way.
Our conversation will then turn and look inward into the business of law. While many of the generational conversations within our firms center on how we will integrate the Millennials into our business models, we are ignoring the greatest change to come: Generation X as the business and thought leaders of our law firms. We will explore this coming tide of leaders, who are characterized by their “independence, individualism, resilience, self-reliance, adaptability, and an entrepreneurial spirit,” as they take the reigns of the business operations, as managing partners, committee chairs, and CMOs, and how their rise in leadership will impact our business models and our professional careers.
Understanding of the three generations of purchasers of legal services
How to construct and tailor your communications to ensure that your messages are heard
The best delivery devices for your communications
Understand the impact of the retiring Baby Boomers and the rise of Generation X as leaders and how you can prepare yourself and your career for this generation shift
Heather Morse began her career in legal marketing in 1998, after spending 10 years working with non-profit and member service organizations. After serving in senior marketing positions with AmLaw 100 law firms, Heather is currently the Director of Marketing for Barger & Wolen LLP, a mid-sized law firm based in Los Angeles. As the firm’s first marketing director, Heather is charged with developing a comprehensive marketing and business development program.
Jonathan Fitzgarrald is Greenberg Glusker's Chief Marketing Officer. Drawing upon more than 15 years of sales and marketing experience, Jonathan provides strategic counsel to the firm's leadership team to drive revenue generation, market visibility, and client satisfaction.
The State Bar of Arizona does not approve or accredit CLE activities for the Mandatory Continuing Legal Education requirement. This activity may qualify for up to 1 hour toward your annual CLE requirement for the State Bar of Arizona.