October 16, 2008 -- Program Summary

Videos for law firms was the focus of the October 16 luncheon program hosted by the Metropolitan New York Chapter and moderated by Peter Ross of Ross, Culbert & Lavery.  Sally J. Feldman, Director of Marketing & Business Development from Skadden, Arps, and Brian T. Smith, former Director of Marketing from Day Pitney, together with their video production partners, respectively, Dewey Thompson of Pickerel Pie Entertainment and Peter T. Marx, Esq. of Legal Insight, shared promotional videos created by the firms with those in attendance.

Though Skadden, Arps’ 60th anniversary video and Day Pitney’s Commitment to Diversity video were very different in scope and tone, one thing was clear on both:  the videos provided a glimpse of the firms’ culture.  If there was a recurring theme, this was it. 

Whether panelists were addressing questions about the technical aspects, budgets or pitfalls of the video development and production process, the enthusiasm for their videos and the satisfaction the firms have drawn from the end-product was palpable.  Almost half of the program’s attendees had video project experience and more than a few were currently working on an assignment.  So naturally, there were questions surrounding the process for creating a budget, selecting a vendor and timeframe for production.  And as a group servicing the risk-averse law community, panelists and attendants alike made sure the pitfall-avoidance recommendations included:

• the way the video is distributed should not violate the advertising rules;
• keep in mind that you never know who will comment on the video or what video will be next to yours if it ever ends-up on You Tube;
• and of course, shoot plenty of extra footage just in case a partner featured on the video leaves the firm!

The crowd was particularly charmed by Mr. Thompson’s candid assertion that if you put the partners in the video they would like it.  A long list of takeaways included reasons to use video, as well as reasons not to, and the many ways you can use the content once it has been created.  In summary, Peter Ross reminded the audience that the video must fit with the firm’s overall communications message and strategy.  You should not make a video because other firms are making them; you should make one if you want to communicate something that, strategically, video will communicate in the best possible way.  And, who knows?  As a result, you might get a few gems on tape.