Marketing efforts by law firms for their clients -- to put it simply, ways to make nice -- steadily are getting bigger and better than ever, and there's no telling where the outer limits in largesse, if any, ultimately may reach.

To keep its clients happy, the Newark firm Sill Cummis Radin Tischman Epstein & Gross, for example, is throwing one heck of a party tonight for hundreds of"friends," a bash that has caused a buzz in the legal community.

Still, the firm's effort in holding a ritzy happening with James Carville and Mary Matalin that is likely to delight political junkies and fans of celebrities actually may be viewed as an extension of the kinds of goodwill ventures other law firms increasingly are pursuing.

Christine S. Filip, an attorney and president of the Success Group, a New York marketing consulting firm, says that beyond legal services, many clients these days would like their law firms to provide added services like insight into business and politics.

"There is an interest by the clients for information and for contacts," she said.

Clearly, many firms throughout the state throw dinner parties, sponsor shows, organize golf outings or buy tickets to sporting events for their clients as a way to show appreciation for their business and, of course, to nurture future loyalty.

But it appears Sills Cummis is taking it one step further. For the third year, the firm has booked the New Jersey Performing Arts Center (NJPAC) in Newark, this time to present a program starring Matalin and Carville, the fire-and-ice political strategists who are married to each other, but on the campaign trail are as divorced as Democrats and Republicans.

About 500 of the firm's clients and friends have been invited to today's event, which includes valet parking, cocktails, hors d'oeuvres and a buffet dinner, complete with blue and white tablecloths (the firm's colors) and candlelight as the guests hear Republican Matalin and Democrat Carville discuss the presidential election and perhaps a few chapters from their recent book.

"It's a way of saying thank you and our way of saying we think of you," said Sills Cummis' marketing director, Marcia Jeffers.

Other firms also have their thank-you's.

Fox, Rothschild, O'Brien and Frankel, the Philadelphia-based firm with offices in Lawrenceville and Atlantic City, takes clients to shows, Sixers basketball games and some small parties; Wilentz, Goldman & Spitzer in Woodbridge is inviting clients to a reception and a dedication of the Robert Wilentz Courtroom at Rutgers Law School-Newark; Morristown's Riker, Danzig, Scherer, Hyland & Perretti takes clients to shows at the Morristown Community Theater and sometimes on a bus trip to Yankee Stadium; and Roseland's Lowenstein Sandler invites clients to programs with uplifting speakers, such as a man who successfully climbed Mount Everest after failing twice.

"It's a great way to be with your clients and not talk business," said Jeffers, who helped organize the Sills Cummis event at NJPAC. "It's a friendly environment for our clients and it's a great way to keep them up-to-date with what's going on in the world."

Filip, the marketing guru, said it's not unusual for large firms to invite luminaries to speak, but she's not aware of any other firms in New Jersey or New York that have produced a grandiose reception like the one Sills Cummis has organized for tonight.

"It's an exceptional idea," she said. "There're a lot of network
opportunities in addition to the event topic."

Jack Plackter, managing partner of the Atlantic City office of Fox, Rothschild, said client appreciation is vital.

Light talk

The topics of conversation between lawyers and clients at outside events isn't business; it's hobbies, family and children, he said.

"Clients tend to go back to somebody who does a good job for them, but secondarily, they go to who is their friend and someone they trust," he said."It's a way to develop a client and a potential client, and it's a way to discover that we may have more in common than we think."

Wilentz, Goldman doesn't routinely hold client appreciation events, but the firm is inviting clients to the September dedication of the Robert Wilentz Courtroom at Rutgers Law-Newark, a facility the firm has endowed, said Stephen Barcan, the firm's administrative director.

"We want to share with clients some of the firm's long history and traditions. This may be the beginning of an annual clients event."

Lowenstein Sandler has begun alternating events: One year there's a firm alumni dinner and the next is a client appreciation program.

"We tend to stay away from the political speaker because we and our clients occupy the full breadth of the political spectrum."

In addition to taking clients to hockey, basketball and baseball games, Riker Danzig sponsors programs at Morristown's community theater and reserves blocks of seats for clients, said managing partner Glenn A. Clark.

"A lot of our practice development focuses on charitable activities and things like the arts," Clark said. "We are not only providing ourselves with an opportunity, but we are giving something back."

Partners were not inclined to talk about how much they spend on such marketing and client entertainment.

Plackter said it would be self-defeating to run such events on the cheap.

"Law firms are willing to put out a significant amount," he said, "because if you are going to put on an event for a client, you'd better make it nice. The last thing you want to do is invite your clients to an event that they find a waste of time."

Filip, the marketing consultant, suspects Sills Cummis is digging deep to headline the likes of Matalin and Carville for the bash at the lavish New Jersey Performing Arts Center.

How much?

"A pretty dime," she said.

© Copyright 2002, The Success Group

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