Even though you’re in town for business, there’s no reason you can’t have a little fun, too. From breathtaking views and sugar-sand beaches to outdoor adventures and fine dining, you’ll discover an area that truly offers something for everyone — thrill seekers, beach-goers and ev­eryone in between. Here are some suggestions (our recommendations in red):

GREAT EATS

AL & STELLA’S ITALIAN CAFE ($$)

less than 500 feet from hotel

483 Mandalay Ave.

727-461-7000

At this Clearwater Beach eatery, Stella does the cooking and Al makes the salads and bread, so diners can be rest assured that each plate served gets the personal touch from the two owners.

BOB HEILMAN’S BEACHCOMBER ($$$)

0.2 miles from hotel

447 Mandalay Ave.

727-442-4144

http://heilmansbeachcomber.com

Bob Heilman’s Beachcomber Restaurant has a breathtaking view of Clearwater Beach. Patrons find comfort in the old-fashioned, traditional American menu and the uniquely decorated din­ing rooms featuring model sailboats, a live piano bar and a central fireplace surrounded by booths.

BOBBY’S BISTRO & WINE BAR ($$$)

0.2 miles from hotel

447 Mandalay Ave.

727-446-9463

www.bobbysbistro.com

A block from the beach, this more casual version of Bob Heilman’s main restaurant offers a la carte dining in four distinct rooms. From The Bordeaux Room adjacent to the wine cellar to the The Patio outside, choose the room to suit your mood.

CARETTA ON THE GULF ($$$$)

at the Sandpearl

727-674-4171

www.carettaonthegulf.com

Named for the Loggerhead Sea Turtle, Caretta on the Gulf offers AAA Four Diamond dining. Enjoy a prime steak, or for a fresh taste of Florida, sample a fresh daily selection of local seafood at Ceviche, its sushi and raw bar.

CLEAR SKY CAFE ($$)

less than 500 feet from hotel

490 Mandalay Ave.

727-442-3684

www.clearskybeachsidecafe.com

Lunch and dinner menus offer an extensive mix of tapas, appetizers, gourmet pizzas, signature paninis, burgers and salads. Enjoy the freshest seafood on the beach, including “en papillote.”

CLEARWATER WINE BAR & BISTRO ($$)

less than 500 feet from hotel

483 Mandalay Ave., Suite 113

727-446-8805

www.clearwaterwinebar.com

The bistro’s eclectic menu features excellent imported cheeses, gourmet flat-bread pizzas, hearty pasta dishes and gourmet Mexican specialties, as well as homemade soups, sandwiches and salads using fresh, locally grown produce.

THE COLUMBIA ($$$)

2.6 miles from hotel

1241 Gulf Blvd.

727-596-8400

www.columbiarestaurant.com/clearwater.asp

Waterfront views from the inside dining room or outdoor deck and award-winning Spanish/Cu­ban cuisine are the specials at the Columbia on Clearwater Beach’s Sand Key.

FRENCHY’S RESTAURANTS ($$)

Original Cafe – 41 Baymont St.

less than 500 feet from hotel

Salt Water Cafe – 419 Poinsettia Ave.

0.3 miles from hotel

Rockaway Grill – 7 Rockaway St.

0.1 miles from hotel

South Beach Cafe – 351 South Gulfview Blvd.

0.9 miles from hotel

www.frenchysonline.com

The seafood served in Frenchy’s Restaurants is caught by its own people. They handle the fish with care to ensure it is never frozen. The fish is caught in the Gulf and immediately put on ice. Frenchy’s restaurants are locally renowned for the best grouper sandwich in the area — bar none.

ISLAND WAY GRILL ($$$)

1.1 miles from hotel

20 Island Way

727-461-6617

www.islandwaygrill.com

Enticing aromas from the wood-fired grill fill the air, but specialties from the searing wok add exotic flavors to the menu. Starters like seared tuna, tender and rare, won’t keep you from the feast to come.

RUSTY’S BISTRO ($$$)

2.4 miles from hotel

1160 Gulf Blvd.

727-595-1611

www.sheratonsandkey.com

For over 20 years, Executive Chef John Harris has been enhancing fine dining at the critically acclaimed Rusty’s Bistro. Using only fresh, bold flavored foods and the seasonal ingredients of the local markets, Harris and his team have created a cuisine that is “Kissed by the Sun.”

A WALK ON THE WILD SIDE

ADVENTURE ISLAND

Adventure Island, Tampa’s only water park, is 30 acres of water-drenched fun in the sun, featuring the ultimate combination of high-speed thrills and tropical, tranquil surroundings. A great spot for a family-filled adventure.

www.adventureisland.com

813-987-5090

ALLIGATOR BOB’S ECOTOURS

Located on private and public conservation lands, visitors can observe many rare and beautiful plants, birds and diverse wildlife. Paddle nearby river systems to see alligators, otters, turtles and many of Florida’s wading and shoreline birds in their natural habitat.

www.gatorbob.com/ecotours

813-986-3008

BUSCH GARDENS

Busch Gardens Tampa Bay is the ultimate family adventure park, featuring an unparalleled combi­nation of animal encounters, live entertainment and world-class thrill rides.

www.buschgardens.com

813-987-5090

CALADESI ISLAND STATE PARK

As one of the few completely natural islands along Florida´s Gulf Coast, Caladesi´s white sand beaches were rated America’s Best Beach in 2008. The park is accessible by foot (2 miles north on beach) or ferry.

www.floridastateparks.org/caladesiisland

727-469-5918

CANOE ESCAPE

Canoe Escape enables visitors to surround them­selves with the natural beauty of a 16,000-acre wilderness preserve during a peaceful canoe trip down the Hillsborough River.

www.canoeescape.com

813-986-2067

CLEARWATER MARINE AQUARIUM

This local aquarium features Winter the Dolphin, a dolphin with a prosthetic tail whose story has inspired the motion picture, Dolphin Tale, due out this September.

www.seewinter.com

727-441-1790

THE FLORIDA AQUARIUM

Touch a stingray, bamboo shark or sea star. Become immersed in interactive programs like “Swim With The Fishes,” a 30-minute surface swim in the aquarium’s largest exhibit.

www.flaquarium.org

813-273-4020

TAMPA’S LOWRY PARK ZOO

Recognized as the #1 family-friendly zoo in the United States by Child magazine and Parents magazine, Tampa‘s Lowry Park Zoo features more than 2,000 animals on 56 acres of lush, natural habitats comprising seven main exhibit areas. Tampa‘s Lowry Park Zoo is open 9:30 a.m. to 5 p.m. Parking is free.

www.lowryparkzoo.com

813-935-8552

MUSEUMS & MORE

MOSI

Explore over 400,000 square feet of interactive activities inside Tampa‘s Museum of Science & Industry (MOSI)—the largest science center in the southeastern United States.

www.mosi.org

813-987-6300

GLAZER CHILDREN’S MUSEUM

Designed to inspire children and families by creat­ing learning opportunities around innovative play and discovery, the new 50,000-square-foot Glazer Children’s Museum has a combination of permanent and traveling exhibits, comprehensive programs and special events.

www.glazermuseum.org

813-277-3199

SALVADOR DALI MUSEUM

The acclaimed Salvador Dalí Museum is the permanent home of the most comprehensive collection of works outside of Spain by the renowned surrealist.

www.salvadordalimuseum.org

727-823-3767

TAMPA BAY HISTORY CENTER

Visit the Tampa Bay History Center to take an illumi­nating walk through time. Follow in the footsteps of the first native inhabitants, Spanish conquistadors, pioneers, presidents and railroad tycoons. Discover the area’s rich ethnic heritage and adventurous spirit that have inspired generations.

www.tampabayhistorycenter.org

813-228-0097

TAMPA MUSEUM OF ART

The Tampa Museum of Art is one of the South­east’s finest museums, with changing exhibitions ranging from contemporary to classical, and a permanent collection of Greek and Roman antiq­uities, 20th- and 21st-century sculpture, paintings, photography and works on paper.

www.tampamuseum.com

813-274-8130

ENTERTAINMENT – DAY & NIGHT

CHANNELSIDE

This 230,000-square-foot, waterfront entertainment center includes movie theaters, restaurants, shops and nightclubs. Tenants at Channelside Bay Plaza include the nine-screen Channelside Cinemas, a 3-D IMAX theater, Splitsville bowling and billiards lounge, TinaTapas, Thai Thani, and Howl at the Moon.

www.channelsidebayplaza.com

813-223-4250

JOHNS PASS

Located on the waterfront at Johns Pass, this quaint turn-of-the-century fishing village is Pinellas County’s #1 tourist attraction. Over one hundred merchants inhabit the Village with unique retail shopping, a variety of restaurants, the local fishing fleet, dolphin watching and shelling tours, boat rentals, parasailing and jet skiing.

www.johnspass.com

727-394-0756

THE PIER

Visit one of the area’s most recognized waterfront landmarks. Explore The Pier Aquarium. Delight in four sit-down waterfront restaurants and the food court. Experience outdoor adventures including sailing, fishing, dolphin sightings, bike rentals, a wedding chapel and pelican feeding. Open 365 days.

www.stpetepier.com

727-821-6443

STARLITE CRUISES

StarLite Cruises‘ Starlite Majesty offers lunch and dinner cruises through the tranquil inland waters of Tampa Bay. The StarLite Majesty Dining Yacht is a sleek and modern 115-foot ship offering day and evening fine dining cruises six days a week.

www.starlitecruises.com

813-446-4814

YACHT STARSHIP

Yacht StarShip, America‘s First 3-diamond rated Dining Yacht by AAA and Tampa Bay‘s premier dining yacht, cruises daily out of the Channelside Bay Plaza in Downtown Tampa. From narrated lunch and brunch cruises to elegant dinner cruises, Yacht StarShip offers four-star cuisine, top quality service and dazzling entertainment.

www.yachtstarship.com

813-223-7999

SHOPPING

INTERNATIONAL PLAZA

At International Plaza, two higher-end anchor tenants, Neiman Marcus and Nordstrom, made their first foray into the Tampa market, along with about 100 specialty shops, including Tiffany & Co., Charles Jourdan Paris, Nicole Miller, Louis Vuitton, J. Crew, Stuart Weitzman, Jessica McClintock and Christian Dior.

www.shopinternationalplaza.com

813-342-3790

HYDE PARK VILLAGE

Experience the Village with eclectic boutiques, specialty shops, outdoor dining and concerts under stars. Tenants include Brooks Brothers, Anthropologie, Restoration Hardware, Tommy Bahama, Bang and Olufsen and more.

www.hydeparkvillage.net

813-251-3500

WESTSHORE PLAZA

Three minutes from Tampa International Airport, Westshore Plaza features over 120 specialty shops and four major department stores, including Saks Fifth Avenue, Macy’s, JCPenney and Sears.

www.westshoreplaza.com

813-286-0790

Recently, I have pondering the topic of “identity” – the theme for ROI2012 — and have been thinking about what it means at this point in my life.

In the first phase, it meant who my parents were, where we lived, what my dad did for a living, the grade I was in, teachers I had, my church, my grades, the sports/clubs/activities that I participated in. That changed only slightly in college, and morphed ever so modestly more in law school.

Once I was out of law school, and beginning to practice, I moved to Orlando/Winter Park,Floridaand that identity changed again. To indicators like the firm that I was with, their reputation/identity, where I had gone to law school, whether I had made law review, and what type of work I was interested in doing/specializing in.

In many ways, my identity then became wrapped up in that of my clients. Other lawyers thought of me as the lawyer for “x” or as representing “y;” often, they identified me as to the quality of my work, where my office was and my community involvement.

One judge always thought of me as the guy with the “laser” printer as my documents always looked so much better than others. But now having evolved from lawyering into trying to build a successful company/product, I find that those I deal with see my “identity” primarily in how I communicate with them, both as to speed, accuracy, degree of imagination, and as to my willingness to connect them to ideas and to others.

I find myself often identified as a “connector,” (hat tip to Malcolm Gladwell) and often because I took the extra moment to add to the contact record in Microsoft Outlook of those that I have met/communicated with a simple note as to something relevant to our conversation.

Today’s technology has made this not only easy to do, but easy to search and retrieve. I have come to view this personal curation of information about relationships as critical to both my and our company’s future success.

This curation and the constant recognition that we are all selling something, e.g., our time, our talents, and/or our products and to do so, we must realize that we no longer control the means by which we communicate, but rather must communicate in the forms or ways that that those we want to buy our products/use our services want to.

I find that in the course of a day it is not unusual for me to handle multiple emails, respond to items in Twitter, to texts, to comments in blog posts, in Google+, in Skype, Facebook, in GoToMeeting conversations, and finally and now even less frequently actual phone calls.

In each of these encounters my “identity” seems and feels slightly different, and I find myself thinking of how the person on the other end sees me, and how often those that I don’t know, and may never meet see my identity.

Often, I have to stop and think about how I’m presenting myself in the context of each channel of communication, as they are all similar, but yet all different. And they are all changing at a fairly rapid pace.

We all seek to have a great reputation, and a critical part of the reputation is our “identity,” but each day I’m reminded that how we communicate with those who chose to communicate with us, is the centerpiece of our “identity” in the changing marketplace of ideas, goods and services.

We all may believe that our identity is ours, and we can control it, which is probably a bit delusional, but understanding the means by which we communicate, and having a holistic strategy of doing so, should give you a competitive edge over those who frankly just don’t get it.

Buzz Bruggeman will be speaking at ROI2012 on Friday, May 4. To register, click here.

Editor’s note: This is the third (see parts 1 & 2) in a three-part series of blog posts from ROI2012 speaker Leslie Inzunza. At the conference, she will speak about the Hispanic market and how attorneys should be developing relationships in the Hispanic community instead of aiming mass media advertising their way.

Legal marketers continue to try and reach Hispanics – as a homogeneous group — through print and broadcast advertising with mediocre results at best. Primarily because using only traditional media misses a key fact: Hispanics and Latinos make decisions in the critical areas of health, finance and law — through word-of-mouth — guidance and recommendations from family, friends and trusted advisors in their network.

For smaller geographic areas, a campaign that addresses the variability of the market and relies on relationship marketing is the most effective way to begin to develop and grow a Hispanic network.

Here are a few things to know before you get started:

Think Twice before working with any advertising agency or marketer who promises quick and easy access to Hispanics or low-cost, high-quality Hispanic leads. The reality is that successfully reaching and connecting with Hispanic and Latino consumers requires deep understanding of the cultures and considerable time and effort. However, some of the initial research work required can be done by anyone.

Research and Identify Hispanic Community-Based Groups who offer services and/or do advocacy work on behalf of Hispanics. Nonprofit groups exist to provide resources and referrals to the local population. Many serve mainly to facilitate assimilation of new immigrants into the community.

More often than not, these organizations are 501 © 3 tax exempt, and welcome the opportunity to partner with local business for everything from sponsoring events to collaborating on new programming. Many of them offer classes on English as a Second Language (ESL), adult education and leadership, and job-skills training. Strategic contributions of time (in-kind services) and money to groups that serve Hispanics can build your reputation among your local Hispanic community.

Request to be added to their mailing lists to receive regular information from a few of the organizations whose work may be of interest to you. Learn about their mission, programs, leaders, goals, accomplishments, and needs. Over time, their communications should give you a good sense of whether or not potential exists for some sort of partnership or collaboration.

Establish Relationships by offering value in the form of information and expertise that will help build awareness and educate their membership. Demonstrate a sincere interest in the group and the community they serve. Approach the organization’s leadership — a board member, a mutual acquaintance or even an experienced Hispanic marketer, who can make introductions to the group’s leadership, trustees, staff or members. A marketing professional can also be indispensable in offering guidance on ethics rules should the relationship develop into a formal “cause marketing” arrangement.

Brainstorm Topics of Interest relevant to your practice areas that can be tied-in to issues that affect their membership. Get your staff involved as much as possible, especially those who are bi-lingual or bi-cultural. Some obvious topics include: environmental toxins such as lead paint and the dangers posed to children, workplace injuries and safety on the job, safe driving, worker’s rights and wage and hour violations, and any other personal injury topics that impact Hispanics in your community.

Marketing Outreach through grassroots events and programs are great for reaching Hispanics in a personal way. Through sponsorship, a type of cause marketing arrangement, a firm provides hospitality, advertising, or technical support. By underwriting the cost of print production or any other expense, the firm can receive recognition on printed materials, brand­ing on signage, or better yet, an opportunity to speak to the group’s members or constituents on a relevant topic at the event.

Create Marketing Communications Material with Emotional Appeal. Most legal marketing material simply trumpets a firm’s verdicts and settlements or includes law firm activities of interest only to firm staff and stakeholders. Hispanics seek any information that will help them become better-informed consumers. Firm newsletters or brochures can be effective but must strike a balance between educating the consumer and promoting the firm. Hire ‘in-culture’ marketing communications professionals to create interesting and informative material that speaks to them in ways that are culturally relevant.

To increase your firm’s Hispanic client base; conduct high-quality research first, be relationship-oriented and bring in professional marketers who are ‘in-culture’ to develop strategy. Successful Hispanic marketing requires deep knowledge about the culture and a willingness to educate a new, complex consumer base. But rest assured that the relationships you create remain long after the last 30-second ad campaign has run its course.

Learn more from Inzunza at ROI2012. Register today!

Leslie M. Inzunza is president of Inzunza Legal Marketing, a business-to-consumer Hispanic/Latino marketing firm based in New York City. She can be reached at leslie@inzunzapr.com.

Editor’s note: This is the second (see part 1) in a three-part series of blog posts from ROI2012 speaker Leslie Inzunza. At the conference, she will speak about the Hispanic market and how attorneys should be developing relationships in the Hispanic community instead of aiming mass media advertising their way.

Latino consumers’ decision about which firm to retain rests, in large part, on the positive association they have with your firm—whether you obtained a great result for a second cousin last year or sponsored the local soccer tournament. Both are examples of effective marketing.

Before you begin a marketing effort, get to know the people you are trying to reach so messaging can be built around issues of importance to them and relevant to the firm’s practice areas.

Understand the composition of the local Hispanic community. Which subcultures are represented? Are they U.S.-born or foreign-born? If foreign-born, are they recent immigrants, or long-established communities of immigrants? This information will provide clues to the population’s levels of assimilation and acculturation. What are their language preferences? Is your geographic area immigrant-friendly?

You can find Hispanic census data on municipal web sites and through civic organizations. Whether your firm is working with an outside marketing firm or managing a campaign with in-house staff, a little research will go a long way. Conduct a formal or informal Hispanic marketing study that will guide your general marketing strategy.

Learn how your target market identifies itself. Most Latinos prefer to identify themselves by their country of origin “Mexican, Columbian, Dominican, etc…” however, in the U.S. they are lumped together as “Hispanic” or “Latino,” which are used interchangeably in this article.

Both terms carry complex cultural and political implications and are very difficult to define objectively. The debate over which term is best to use is beyond the scope of this piece. Many don’t see the difference or care which term is used, while others take these labels very seriously.

For your purposes, a good rule is to follow their lead. However they identify themselves, as “Hispana” or “Mexicana,” or “Cubana” that’s how you should refer to them; if they prefer “Latino” or “Latina,” then be sure to use that term.

Study the local Spanish-language media, but not to join the dozens of other personal injury attorneys advertising in their pages and on their networks. Instead, take note of the stories they are covering to get a sense of where there may be opportunity for story ideas.

Small, ethnic papers are open to covering stories on issues affecting their readership. Stories on healthcare, workplace safety, social justice and employment are all great topics to pitch to editors.

Find out who the real influencers are. Identify the unofficial leaders, who often are deeply connected within informal networks. Leadership within Hispanic communities can sometimes be found in unlikely places—community centers, schools, or health care clinics, for example—or through volunteers, the news media, or other attorneys. Getting to know these informal leaders and forming good relationships with them can be a powerful way of building “social capital” in the Hispanic community.

Think conceptually, not literally, when translating marketing material. Often, firms will use direct English-to-Spanish translations that, while technically correct, do not convey the meaning of the message and are not used in conversation by Spanish speakers. For example, “personal injury” references may be translated into Spanish in a number of ways, each varying in meaning based on the context in which it is used. Lesiones, heridas, lastimas, and daños can all apply to bodily injury.

However, these words are not interchangeable—each has a different shade of meaning and should be used in a very specific context. Often the words themselves are translated accurately, but sometimes the meaning is not.

Your marketing material isn’t as effective as it could be if you’re merely translating the materials you’ve already created in English. Instead, hire a professional to create marketing material in the original language of your audience. Even better: use a native speaker of the region you’re trying to attract (for example: Mexican, Caribbean, or South American) to write communications and marketing copy.

Go beyond using Spanish to get “within-culture.” Growing bilingualism means you can use both English and Spanish to reach the audience. Due to the process of inter-acculturation, whereby cultures affect and influence one other, well over half the U.S. Hispanic population consumes media in both languages. English is the primary language, for a large segment of the population, yet their cultural identity still strongly shapes their perceptions and behaviors.

English-language and bilingual newspapers, magazines, and newsletters whose readers identify themselves as Hispanic or Latino are growing fast. These publications provide an opportunity to better understand this segment of the market. Marketing “within-culture” means to develop a message that looks and feels right based on your local Hispanic community’s lifestyle, perceptions, values, and traditions.

Counter negative stereotypes and avoid clichés. Lawyer ads featuring crude portrayals of Hispanics—looking downtrodden, tumbling off scaffolding, or even dressed in traditional native costume—fill the space between Spanish telenovelas(soap operas) during prime time every night. The more troubling and most prevalent, though subtle, stereotype that comes across consistently in legal advertising—whether in television, radio, or print—is that all Hispanics are immigrants. This is a serious misrepresentation of the market, considering that approximately half the population is U.S.-born.

In general, Hispanics resent the unflattering stereotypes common in the advertising directed at them, and legal advertisers are among the worst offenders. So, what is the alternative to advertising? How do lawyers reach out and connect with this market?

Next week in part 3, Inzunza will look at “Connecting with Hispanics is No Accident.” 

Need to get from the airport to The Sandpearl to attend ROI2012? You’re in luck!

Here are some options in lieu of renting a car:

Be sure to stay in Clearwater Beach until the weekend so you can join us on Friday, May 4 for A Night at the Clearwater Marine Aquarium, a fundraiser for the Civil Justice Foundation.

During this casual excursion, we’ll travel via trolley to the Clearwater Marine Aquarium, where attendees will be treated to a dolphin show, marine exhibits and of course, get to meet Winter the Dolphin, upon which the movie “Dolphin Tale” is based.

The night will also include dinner and drinks, tours of the aquarium and the sights and sounds of the Gulf.

The evening will run from 7-10 p.m. with transportation to and from The Sandpearl included.

The fee for this excursion is $125/person with all net proceeds benefiting the Civil Justice Foundation. You can register for this event through our registration system or by contacting your account representative.

Editor’s note: This is the first of a three-part series of blog posts from ROI2012 speaker Leslie Inzunza. At the conference, she will speak about the Hispanic market and how attorneys should be developing relationships in the Hispanic community instead of aiming mass media advertising their way.

The television ads all share the same message: “¿Se ha herrido en un accidente? Llamenos—somos buenos amigos”or “Nosotros le tratamoscomofamilia.” (“Have you been injured in an accident? Call us—we’re your friends” or “We’ll treat you like family.”)

Many law firms seeking to tap into the growing Hispanic market share the misconception that appealing to Hispanics’ strong connection to family uniquely positions their firm to capture its share of this audience.

In fact, most Hispanics don’t care if you treat them like family—they already have one, thank you. Sure, they’d like a firm to be friendly and accessible, but their real concerns when seeking representation are more likely to be: Is this firm competent? How long will this process take? In some cases, they’ll wonder: Could I be risking deportation by pursuing this claim?

Other common problems of marketing efforts directed at Hispanics include:

- Messaging and imagery based on gross oversimplifications and narrowly defined representations that imply that all Hispanics are alike.
- Direct translation of English messages into Spanish that, at best, lacks the cultural and emotional cues needed to connect with the audience or, at worst, is a crime against the Spanish language.
- Condescending pitches that imply all Hispanics are immigrants.

According to the U.S. Census Bureau, Hispanics account for about 15 percent of the population. But efforts to engage “the Hispanic market” are often misguided because there is no single Hispanic market.The U.S. Hispanic population is racially and culturally diverse, made up of subgroups of foreign-born and U.S.-born individuals whose origins can be traced to 22 countries throughout Central and South America and the Carib­bean, as well as Spain. Outside the United States, Spanish speakers identify themselves by their nation of origin (for example, Puerto Rican, Mexican or Ecuadorian), but in the United States they are lumped into one general “Hispanic” category.

The most common mistake firms make in marketing services to this population is viewing it as a homogenous group. It is actually a highly segmented multicultural market.

Sure, many U.S. Hispanics share the language; however, the subcultures within the Hispanic population are as different from each other as they are from non-Hispanic groups, making successful marketing a challenge.So, which factors influence Latinos in selecting one law firm over another?

Regardless of socioeconomic position, documentation status or language preferences, unequivocally, Hispanics rely on word of mouth more than the general population. Latino culture traditionally involves others in decision-making because they tend to value the needs of the family and extended family over those of the individual. Most often, they seek referrals from trusted sources: family, friends, teachers, coworkers and leaders in their community.

This personal contact, sometimes called “relationship marketing,” is essential to spreading word about your practice among the Hispanic population.Speaking a potential client’s language is not your most important concern. Don’t despair if you don’t speak Spanish. Attorneys with experience serving Hispanics know that these clients, especially monolingual Spanish speakers, are often accompanied by an English-speaking family member, neighbor or close friend just in case the attorney “doesn’t understand their English.”

What matters most is that the prospective client feels comfortable once he or she is sitting in front of you and sharing his or her story. Yes, it is essential that someone be available who speaks the client’s language for initial inquiry and intake. Firms without bilingual attorneys or staff can compensate by hiring a bilingual receptionist, using a Spanish call intake service and bringing in a translator.

Even if the attorney cannot communicate directly in Spanish, a firm can still attract and retain Hispanic clients if it handles the client interaction with cultural sensitivity. Nonverbal communication is of major importance in interaction with Hispanics. Since their preferred mode of communication tends to be more informal and indirect, it often draws heavily on nonverbal cues.

The firm must convey competence, empathy and commitment to serving the prospective client in order to earn their trust and secure the business.

Spanish-language mass-media advertising may bring some initial results, sometimes an early flood of phone calls. However, television and radio advertising both have a brief shelf life and require a long-term commitment, including continuous outlays of cash for costly production and airtime.

Even then, firms often see diminishing returns, particularly once the Spanish media space becomes oversaturated. Note the number of legal spots on your local Spanish channel during prime time to get a sense of this.

Print advertising has its limitations as well. Print ads in the Spanish-language daily newspaper and Yellow Pages are effective for branding, but in the long run, will not have a huge impact on a firm’s business. For law firms seeking to increase their Hispanic client base, focused community-relations activities are critical to a marketing campaign’s success.

Next week in part 2, Inzunza will look at “Your Own Cultural Discovery.” 

Ahoy mates! For ROI2012, we’re delving into the Tampa Bay area’s rich history and offering you a journey aboard Captain Memo’s Pirate Cruise – and all for a good cause! All net proceeds will benefit Public Citizen.

For those of you who attended ROI last year, you know you’d be hard-pressed to find a more beautiful sunset than in Clearwater Beach, so why not experience it while on the Bay!

Register for ROI2012 today and reserve your spot now* for our two-hour sunset cruise on Thursday, May 3. Spots are limited!

Among the offerings: Music, Laughs, Drinks, Dinner, Dancing and, of course, Pirates!

Sail off with us on Captain Memo’s Original Pirate Cruise to the less-traveled road of briny buccaneers and seafaring seadogs.

Set your course with cool reggae island and steel band music playing throughout the rigging of the Pirate’s Ransom. While onboard, be on the lookout for bountiful dolphins and more!

In order to take part in this excursion, you must be registered for ROI2012. During the registration process, you will have the option to sign up for this trip. An additional fee of $100/person applies.

We look forward to seeing you aboard Pirate’s Ransom!

]]> http://radiusofinfluence.com/2012/03/09/roi2012-register-for-our-sunset-pirate-cruise-fundraiser/feed/ 0 http://radiusofinfluence.com/2012/03/08/registration-insurance-offered-for-roi-201/ http://radiusofinfluence.com/2012/03/08/registration-insurance-offered-for-roi-201/#comments Thu, 08 Mar 2012 17:29:06 +0000 Tom Young http://radiusofinfluence.com/?p=1291

We are thrilled to announce the use of the RegOnline automated conference registration system for ROI 2012. This application makes registering for ROI 2012 easier than ever.  Most importantly, RegOnline offers Registration Protection Plus conference registration insurance. For a very modest $20, attorneys and staff can register well ahead of the event date in order to ensure they do not get left out when the event sells out.

Traditionally, the problem with early registration is that many folks just don’t know what their schedules will look like three to six months down the road (or three days;). Registration Protection Plus provides for those contingencies by fully refunding the conference registration fee in the event of:

• Injury or Sickness, for which you seek medical attention within thirty days prior to the scheduled event date, but not during the event.
• Loss of Life, meaning the registrant or the registrant’s immediate family (husband, wife, father, mother, brother, sister or child) within one week of the scheduled date of the event.
• Loss of Property, meaning the total loss of the registrant’s primary residence.
• Weather that prevents the commencement, continuation or completion of the event because of physical damage that occurs to the property and facilities used or to be used in the event.
• Legal Obligation, meaning a subpoena or jury notice. Subpoena or jury notice must demand that the registrant be present or available during the scheduled event dates in order for reimbursement of registration fees.
• Flight Cancellation or Delay, which must render the registrant unable to attend the event.
• Conflict in Travel Plans, the conflict in travel plans must be the result of a change in business directive, verified in writing. The conflict in travel plans must occur within 30 days prior to the scheduled event date, but not during the event.

And as always with Radius of Influence events, even without the registration insurance, you can always substitute another attorney or staff person from your firm should a scheduling conflict arise. Additionally, should you attend ROI 2012 and not be satisfied for any reason, we will refund 100% of your registration fee.

So take advantage of these unique features and register for ROI 2012 today!

The agenda for ROI2012 is now out! Take a peek and be sure to register now!

Throughout the next few months, check back here regularly for updates, additions and more. Plus, our speakers will be blogging leading up to ROI2012, May 2-5.

Also, don’t forget – hotel rooms are limited. Be sure to reserve your room now! Call the Sandpearl at 877.726.3111 and use the promo code “ROI2012″ or “Radius of Influence 2012.”

For questions, etc., contact Stephanie Andre at sandre@clarislaw.com.