October 2008

Are You a Dashboard Drummer? | The Debate Behind Paralegal Regulation | Marketing

From the Foundation | Tulsa 09 - Experience Something New | From the Education Committee

Marketing
by Rita F. Smith, Certified PLS

 

First Impression Makes a Difference - Be certain you make the guest/new member feel welcome.  The President should recognize any guests or new members before the meeting begins.  Talk to them after the meeting making them feel “at home.”

Publicity through your local newspaper is another important marketing tool.  However, it is easier to work with the paper if you have one chapter contact. The newspaper on the Gulf Coast will not work with more than one person.  You also get better results.

Do you have members who join but don’t attend meetings?  I know we do.  They have their reasons, such as small children, too far from work to make it in time, or because their employer paid for their membership.  Ask those members to participate in a committee that doesn’t require attendance, such as telephone and care committees.  Or, ask them to do research on certain topics.

If you hold a Membership Drive, be sure you get the word out other than by word of mouth.  Pick a location suitable for professionals, and a time and date you feel prospective members will attend.  Publicize the membership drive in the paper, place flyers on doors of the courthouse, if allowed, and send to local law firms via email. Publish in your chapter newsletter.

At your Bosses’ Appreciation Night, or any other social you have for the chapter, be sure to place membership applications, certification materials, and brochures at the registration table.

My one pet peeve has always been, “I don’t want my member to belong to a unionized social club.”  Believe it or not, there are attorneys who still believe we are a “social or union group.”  It is hard to believe it still exists.  At the time I joined, my boss had no clue.  I invited him to speak at one of our meetings.  Prior to speaking, he saw that we cited the Pledge of Allegiance, read the Code of Ethics, and had Invocation.  He later apologized to me and said he had no idea, and from now on he would pay my dues.  He not only paid my local dues, he paid my way to all state and national meetings as well, including air fare, hotel, and food.

Have someone who is knowledgeable about the association speak at the Local Bar Association; send letters of introduction to law firms that do not have members, and most of all, wear your state and local pins proudly.  I can’t tell you how many times I was asked what the pins stood far.  Of course, it was hard to stop me from talking about NALS.

Use your certification proudly.  The more you use it, the more questions will be asked; thus your chance to market the association and in what we believe.

We’ve come a long way, and we still have a great future in the Association.  Work it!  Market it!  Be proud.  I know I am.  Thank you!