Whether you’re a seasoned legal marketer or a managing partner, you may be surprised to learn that law firm trade shows can be one of the best investments you’ll ever make. From planning which trade show(s) to attend, to how to maximize your networking opportunities, we’ll help you choose the right events for your firm and prep your team in advance on the most effective ways to boost your ROI.
Why on Earth Should a Law Firm Attend a Trade Show?
Despite what you may have heard, trade shows aren’t just for tech bros and medical reps. Law firm trade shows exist, and they are ripe with opportunity for building your brand. At a legal trade show, you can build:
- Improved brand visibility, particularly if you work in a more competitive niche like intellectual property or tech law
- Referral partnerships with marketing agencies and fellow law firms
- Market intel on competitors and clients’ pain points
Personal Injury Trade Shows
For trial lawyers, as well as firms specializing in personal injury and consumer advocacy, the following conferences can be especially helpful:
- American Association for Justice (AAJ) Annual Convention – The largest national event for plaintiff-side trial lawyers (PI, med-mal, product liability, etc.).
- Consumer Attorneys Association of Los Angeles (CAALA) Vegas – Huge West Coast gathering of plaintiff trial attorneys, mainly focusing on personal injury and employment law.
- Consumer Attorneys of California (CAOC)’s Annual Convention – Like the CAALA, this trade show focuses on PI and civil justice attorneys specifically in California.
- Academy of Truck Accident Attorneys Annual Symposium – Focuses on commercial vehicle and trucking cases, which is ideal for serious accident litigators.
- LAW-DI-GRAS – A more casual PI-focused gathering of So-Cal and national trial attorneys that’s growing in popularity.
Mass Torts / Complex Litigation Trade Shows
Those in pharma, product liability, and environmental/toxic tort law firms may want to check these trade shows out:
- Mass Torts Made Perfect (MTMP) – The biggest mass tort conference in the country, the MTMP focuses on multidistrict litigation, pharma, defective products, and lead generation.
- Shades of Mass – Designed to amplify diverse voices in mass torts and combines DEI with substantive mass tort content.
- Women En Mass – A prestigious and exclusive event for women in mass torts to network and mentor others in pharma litigation.
Legal Tech / Operations Trade Shows
If yours is a more tech-forward firm, then you should check these shows out:
- International Legal Technology Association (ILTACON) – Geared more toward large firms and corporate counsel using advanced tech.
- Filevine LEX Summit – For firms using (or considering) Filevine case management. Focuses on automation, productivity, integrations, and legal ops.
- ClioCon – For firms using Clio, but packed with content on client experience, firm scaling, and tech-forward law.
For those who are looking to grow, scale, or systematize, the Lawyer Growth Summit is another good show to attend. This conference centers on marketing, branding, and firm culture, which is ideal for entrepreneurs and smaller firms who are looking to grow faster.
The best bonus of a trade show – no matter which one you attend – is that you get some face time with other human beings. This alone can set your firm apart in today’s digital world.
How to Choose the Right Trade Shows for Your Firm
Before attending a trade show, you need to be able to answer these key questions:
- Who attends this show? Is it a meetup for lawyers, or will you be able to connect with people who will help you build your brand, like a new marketing agency (wink wink)?
- Is the trade show regional, national, or international? Does the scope of the show you’re interested in align with your goals?
- Are any of your competitors present? If so, do they have a strong presence, or are they simply attending?
Pro tip: Mix it up. Attend both the larger events (like LegalWeek or the IAPP Summit) and the smaller, niche trade shows, which often leave more room for deeper connections.
Tips for Proper Pre-Show Prep
Just showing up at a trade show isn’t enough to build your brand. Here’s what separates the “meh” from the memorable.
Define Your Goals
Before you book a flight, make sure you’re clear on why you’re going. No one walks into a conference with the same goals (nor should they), but if you don’t define yours upfront, then you won’t be able to track your progress or improve on your efforts at the next one. Start by asking yourself:
- Are you trying to build a referral network?
- Is this event going to be more about brand awareness or reputation building for your firm?
- Do you want to recruit talent (associates, etc.) or seeking co-counsel?
- Are you here to learn something new about a particular practice area or strategy?
Pitfalls to Avoid
Here are some “not-to-dos” at a law firm trade show:
- Setting vague goals like “making connections” or “getting our name out there”
- Chasing quantity over quality. 200 badge scans don’t mean much if you can’t remember who’s who.
- Not aligning on goals with your team before you go. If half of your team is focused on signing clients and the other half is trying to network, you’ll dilute your results.
- Skipping a post-event debriefing. Without a review, you lose the chance to reflect on what you did well and not-so-well, which can help you improve next time.
Get Your Team Show-Ready
Not everyone’s a born rainmaker. But with the right prep, any team member can confidently represent the firm, connect meaningfully, and convert opportunities.
Craft a Purposeful Elevator Pitch
Your elevator pitch shouldn’t be your resume or firm history. It should answer one simple question:
Why should this person care about what we do?
Examples of good elevator pitches include:
- Personal Injury Firm: “We secured a life-changing seven-figure settlement for a client whose injuries had turned their world upside down, ensuring they had the care, support, and financial security to move forward.”
- Mass Tort Firm: “We helped co-counsel serve thousands of clients more efficiently by providing clear updates, organized case data, and a dedicated point of contact at every step of the way.”
- Workers’ Comp Firm: “We recovered six figures in back pay and future benefits for a client who otherwise hadn’t seen a dime in months.”
Here are some examples of weak and, sadly, common pitches you should avoid like the plague:
- “We’re a full-service law firm based in Tampa with 50 years of combined experience.” – This provides no clear value, and it doesn’t focus on the person you’re talking to.
- “We practice personal injury, workers’ comp, family law, and criminal defense.” – Okay, and? This is a laundry list of what you can do, but what do you stand for?
Making the Most of Your Time at the Show
Body language matters at a law firm trade show. A lot. Here are some tips to practice on how to properly present yourself:
- Don’t huddle with your own team – it makes you look unapproachable.
- Don’t scroll your phone or eat while networking.
- Smile. Make eye contact. Initiate conversation.
- If someone’s monopolizing your time, politely exit, telling them something like: “I don’t want to keep you from the rest of the event, but here’s my card. Feel free to reach out anytime.”
Pre-Show Emails: What Works vs. What Flops
Here’s an example of a good email to send pre-show to let folks know you’ll be at the event and that they can meet up with you there:
Subject: Headed to MTMP? Let’s Connect
Hi [First Name],
I’ll be at MTMP this April and would love to connect if you’re attending.
Are you actively looking to acquire inventory on [MASS TORT TYPE] or are you looking to refer it? Let’s discuss, here’s my calendar: [CALENDLY LINK]
Hope to see you in Vegas!
— [Your Name]
Avoid walls of text with no CTA or meeting link, since this is too generic and adds no value to what you’re trying to do. Make sure you follow up and that your email isn’t just a one-and-done email blast – this looks like you aren’t truly invested in a connection. Also, stay away from over formal “marketing speak” as this dilutes your authenticity.
Pre-Show LinkedIn Posts that Don’t Suck
You can also use LinkedIn to create soft awareness and encourage DMs or comments on a post. With social media management, the best results typically come from mixing announcement posts with value-forward content. Here are some good examples of effective LinkedIn posts:
- “Excited to speak at CAALA Vegas this year on bulletproofing injury cases with medical timelines. If you’re attending, let’s connect.”
- “Our team’s attending MTMP and sharing strategies on early expert engagement. Let’s catch up if you’re working on [litigation].”
Stay away from posting any of the following:
- “We’re attending MTMP. Hope to see you there!” There’s none of your personality here, so the reader has no reason to care.
- Posts with no images, links, or hashtags.
- Salesy graphics with generic taglines (“Relentless. Results.”)
Pre-Book 1:1 Meetings (The Real ROI)
If you want real ROI from referral- or vendor-heavy shows, like ClioCon or MTMP, it’s best to do the following:
- Suggest a short meeting window: “I’d love to catch up during MTMP – should I send over a few times?”
- Use Calendly, Acuity, or even a simple Google Form to let people book meetings with you.
- Reach out 2–3 weeks ahead of the show to offer flexible blocks of time for scheduling more strategic conversations.
During the Show: Engage, Don’t Pitch
Remember, you’re not selling on the floor; you’re starting conversations. So, start with open-ended questions like:
- “What brought you to the show?”
- “Have you seen any great sessions so far?”
- “Are you here to find anything specific, or just exploring?”
You can also tailor your questions by practice area. For instance, for a PI firm, you could ask something like “are you dealing with something accident-related or just seeing what’s out there?” For a mass tort firm, on the other hand, you could ask something like “Are you watching [X litigation] or working on it?”
These questions let people qualify themselves. You’re not digging for leads; you’re inviting relevance.
Keep Track of Your Conversations
You can use a simple system (like a CRM, spreadsheet, or heck, even just your phone) to capture notes on the conversations you’ve had. Even quick notes like “mentioned hiring a new intake team,” “needs co-counsel in Texas,” or “referred to us by [person]” can help you recall the important conversations you had during the event, so you don’t forget to follow up afterwards.
Post-Show Follow-Up: Where the Real ROI Happens
Here’s where most firms drop the ball and why many attorneys think trade shows “don’t work” for them. The truth is that if you don’t follow up, then you’re right – it won’t work for you.
Follow Up Immediately
Within three business days of a trade show, you should be contacting those leads who seemed solid and interested in the services you provide. Whether it’s a quick email, a LinkedIn message, or even a follow-up call, make it personal. Remind them who you are, what you discussed, and how you can help.
Meeting someone at a trade show is just the start. The real ROI comes from structured, sustained follow-up after the event. That means acting fast — and staying on their radar without being annoying.
The 5-Touch Post-Show Framework
Here’s a simple, proven cadence that keeps you relevant without spamming:
Your first follow-up email (Day 1-3) can sound something like this:
Subject: Great chatting at ClioCon
Body:
Hi [Name],
It was great meeting you at ClioCon — I really enjoyed our conversation about [specific detail].
As mentioned, we [brief value prop or offer to help]. Let me know if you’d like to continue the conversation or explore how we could work together.
Either way, I’ve included [a helpful resource / link to book time].
Best,
[Your Name]
For your second touch (Day 4–7), you can send a message with a subject like “How firms like yours approach [problem you solve]” and include a free resource, insight, or case study. Keep it short, helpful, and relevant to what they shared with you at the show.
How Many Follow-Ups Is Too Many?
A good rule of thumb is to follow up with up to five well-spaced, personalized touches over six to eight weeks. Why so long? Because not everyone is ready now and, as you know, folks in this field can be pretty busy.
Well-timed persistence translates to professionalism, not pushiness. If you don’t receive a reply after three or four honest attempts, then you can close the loop with a message like:
“I totally understand if now’s not the right time. I’ll step back for now, but feel free to reach out if anything changes.”
This preserves the relationship while letting you move on.
Don’t Forget to Debrief Internally with Your Team
Hold a post-mortem while the law firm trade show is still fresh in your memory. What worked? What didn’t?
You may want to return next year to try a different approach if you flopped this year, or to see if you can catch lightning in a bottle a second time if what you did this year worked so well.
Track Your Results Like You Track Your Billable Hours
Trade shows don’t typically pay off overnight. It could take 6-12 months before you see the fruits of your labor. While this is normal, you still need to track key outcomes, like:
- New contacts who match your ideal networking opportunities
- Meetings booked after the event
- Matters opened now or referrals received down the line
Use marketing tools to log this data. Don’t just rely on memory or your sticky notes, as both can be faulty. If you need to prove your ROI to partners (or justify this expense in next year’s budget), then this tracking is essential.
TL;DR: Trade Shows Are What You Make Them
If you choose the right events, show up prepared, and actually follow up after, then trade shows can be an invaluable marketing tool for your firm.
Too many firms waste their budget by treating trade shows like a checkbox. They show up with no clear message, don’t connect with the right people, and then disappear. And surprise, surprise – they don’t see any results.
But law firms that treat trade shows as a serious business development opportunity? Those guys are the ones who see real returns. They strengthen their brand and often stand out more than the bigger firms by simply being more strategic than they are.
Need Help Making Your Next Law Firm Trade Show a Win?
Planning on attending any events we’ll be at this year? Work with the team at MeanPug to help with your marketing strategy. We have the tools you can use to turn law firm trade show conversations into clients.
Contact us today, and let’s get started on making your booth the one to miss at next year’s trade show.
