Q&A with Scott Parks

What’s the best thing about your job?
The people. I work with talented, smart, fun people here at Androvett. And I enjoy the people I work for – the lawyers and law firms.

From a marketing standpoint what are law firms not focused on that they should be?
We are all tempted by the bright and shiny tactic. The best marketers start by focusing on the objective: What does the firm want to achieve? What is success? How can the firm grow its practice? Answering those questions will make the decisions about individual tactics much more apparent.

In contrast, what are some of the positive things that law firms are doing in the area of marketing?
More and more, firms are recognizing the importance of their Brand, and understanding that even with legal services, hiring decisions are driven by how the firm and its attorneys are perceived. And that’s what a Brand is – a bundle of perceptions.

What’s on the horizon in terms of trends and tools that could assist firms in building their brands?
Lawyers, by training, are often risk averse. So it’s less about trends and being on the vanguard of marketing, and more about adopting current best practices. LinkedIn is a good example. So is content marketing, taking the thought leadership that attorneys create – white papers, speeches, articles, etc. – and disseminating those across multiple platforms, such as LinkedIn, the firm website, blogs, email marketing and even Twitter.

What is something most people don’t know about you?
I have a small fragment of limestone embedded in my cheekbone, the result of a childhood fall. So I sorta have rocks in my head. It explains a lot.

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