Our approach
Events are the most underused growth channel for relationship-driven firms. Not because firms don't run them, but because the marketing around them gets left to whoever's free. Done well, ninety minutes in a room does what months of digital marketing can't.
-
The intimacy is the point
An event is the one channel where you're in the room with a client or referrer, building trust, surfacing a problem they didn't know they had, being remembered. No post, email, or search result does that. For a firm that grows on relationships, an event is the closest thing to the relationship itself. A breakfast briefing for ten referrers can move the practice more than a quarter of LinkedIn.
-
Who's in the room is a strategy decision
Most firms default to inviting everyone. But a curated round table for eight referrers is often worth more than a webinar for two hundred. Exclusivity or reach, in person or online, education or social, these are choices, and they should follow what the event is for, not what's easiest to organise. We help you decide before you book the venue.
-
The lawyers run the event. We run the marketing around it
Partners are good in the room. The promotion, the registration, the follow-up, the recap content, the work that actually decides whether an event pays off, is the part that eats your team's time and gets done badly under pressure. That's the part we take off your plate.
What we do
The promotional and logistical marketing around an event, the part that decides whether it pays off, and the part that consumes your team if no one's running it.
-
Strategy and ideation
- Deciding what the event is for, who should be in the room, and which format fits: a curated round table, a CPD or CLE session, a breakfast briefing, a workshop, a webinar series, or a social or milestone event.
- Topic ideation that gives clients and referrers a reason to show up, usually a problem they don't yet know they have.
- Referrer events run for a single referrer or a group, in person or online.
- Approaching associations, conferences, and industry bodies with event ideas that put a partner in front of their audience.
-
Promotion and registration
- Event landing pages and registration, built to convert the invitation.
- Invitation design and distribution.
- Pre-event promotion across email, social, and the website.
- Public event marketing when the event is open, not just invite-only.
- Speaker profile promotion, so the partner presenting gets the visibility.
- Sponsorship and partnership collateral.
-
On the day
- Presentation and slide design that looks like the firm.
- Event signage, programs, and name badges.
- Photography and video coordination.
-
After the event
- Post-event follow-up communications, so the relationship doesn't go cold.
- Recap content for the website and social, so the event keeps working after it ends.
- Attendee list management: cleaned, segmented, and ready for the next one.
How we deliver it
Events work happens inside an engagement model. Most firms come to us through one of these.
-
Fractional CMO & team
An ongoing events programme as part of the firm's marketing function. A seminar series, quarterly briefings, regular referrer events, all promoted and run on a consistent rhythm without anyone in the firm having to project-manage it. Best for firms with a calendar to keep.
-
Projects, campaigns & tasks
A single event delivered end to end. A flagship seminar, a webinar, a milestone event like a merger launch or office opening. Best for firms with their own marketing function who need one event run properly.
-
Strategy & advisory
When the question is which events to run and why, before any single one is booked. An events strategy: who to target, which formats, and how the programme ties back to referrer relationships. Best for firms that want the thinking before the doing.
-
Which engagement is right for a single event versus an ongoing programme?
One event run end to end is a campaign: a flagship seminar, a webinar, a launch. A regular calendar of events as part of the firm's marketing function is Fractional CMO & team. If the question is which events to run and why before anything's booked, that's a strategy & advisory engagement. Not sure which fits? Let's have a conversation and we'll point you to the right one.
-
Do you run the event itself, or just the marketing around it?
Our focus is the planning, marketing, and logistics. For in-person events we do the planning and promotion, and we can be there on the day in certain circumstances, though for most events that isn't required. For webinars we're there for all of it where you want us to be. We're good at small firm thought leadership events, client parties, and webinars. We're not an events-management company and don't run multi-day conferences.
-
Can you help us get a partner speaking at someone else's event?
Yes. Presenting to an association's or conference's existing audience is one of the most efficient ways to build a partner's profile with referrers and prospects you don't already reach. We help shape the topic, approach the organisers with an idea worth saying yes to, and promote the appearance once it's confirmed.
-
What do you need from us to make an event work?
A partner who'll show up and present, the guest list or a sense of who you want in the room, and someone on your side to sign off invitations and content as we go. For some events, a clear indication of budget helps too. We handle the rest. The events that underperform are usually the ones where the firm couldn't free up a partner to be in the room properly, so that's the one thing we can't do for you.