Wrap Up From The LMA Annual Conference: 2014 Your Honor Awards

As part of its 2014 Annual Conference, the Legal Marketing Association (LMA) gives out its “Your Honor Awards“. We are pleased that the LMA has a separate award category that relates to mobile: Online Interactive Marketing Tools.

The First Place entry was the Constangy Employment Law Resource mobile app from Constangy, Brooks & Smith, LLP. LFM conducted its review of this app here.  The firm’s app can be found here. The LMA award noted a number of interesting aspects of how the firm promoted its app (often an important element missing from the roll-out of other law firms’ apps), including:

  • An informal client focus group
  • A webinar to attorneys and staff educating them about the app
  • External promotional campaign with a slogan, “Work. Learn. Play.”
  • Sent out postcards with the app’s QR code
  • E-mail promoting a drawing to win an “App-e-tizer” party
  • Auto-detection of mobile visitors to the firm website inviting the user to download the app
  • Added a link to attorney email signatures
  • Print advertising in the magazine for the Association of Corporate Counsel
  • Advertising in a national HR association’s workplace law e-newsletter
  • Use of social media promotion through Twitter, Facebook and LinkedIn
  • A conference booth giveaway: app-branded screen cleaners that stick to backs of smartphones

The Third Place entry was Bracewell & Giuliani LLP’ShalePlay Mobile App.  The firm’s app can be found here.