Marketing the intangible: a law firm marketing special

With the holiday season upon us, I hope you'll be feeling revived and ready to tackle this month's fearsome topic of marketing for law firms. I say fearsome because marketing remains a horrifying term for many lawyers who believe that marketing actually means employing an aggressive sales strategy. Admittedly, marketing seems an incongruous application for the professional services firm. There is no discernible product to promote and the very ethos of the legal profession seems to strike an uneasy balance with any kind of sales strategy.

However these fears come down to a basic misunderstanding of law firm marketing. It is a complex area and although some advisers might bring sales techniques into the equation, for the large part, law firm marketing is about understanding the intangible benefits of your business so that you can convince a potential client that it's worth working with your firm and your lawyers.

Much as the lawyer might be reluctant to admit it, law firms face the same pressures as any other business. The legal world is becoming more competitive and it will continue to so as deregulation looms around the corner and the latest technology makes legal services delivery quicker and cheaper. If we accept the concept of a changing environment, then law firms must be ready to adapt if they are to survive and succeed. By embracing marketing strategies that are devised specifically for law firms, lawyers can learn how to win and retain clients, how to expand nationally and internationally, and how to structure a campaign so as to not compromise professional standards.

Also this month, we have an interesting interview looking at the changing face of law. The interview discussion ties in with some of the marketing themes in that the prevailing lesson to law firms is the necessity to consider new strategies and techniques for driving the business forward. It also includes some interesting predictions for the future, some of which might seem quite daunting should you not be up-to-date with the latest developments in the marketplace.

Finally, just a reminder about our upcoming conference on law firm technology. Time is running out to book your place and if you find any of the content of this issue interesting, then I am sure you will find the strategic focus of this two-day conference a useful experience.

As ever, I am keen to hear your news, views and opinions, so feel free to contact me at cpoynton@ark-group.com.

Caroline Poynton, Editor

Features

Branding as an essential part of business development Free
From simply the department that printed new letterhead, a legal marketing team is now responsible for creating ‘brands’ that stand out in a crowd and the profession is growing up to the realisation that marketing has a fundamental role to play in the ethos, growth and external perception of a firm. Martin Street the marketing director at Boyds Solicitors assesses the opportunities for law firm marketing and why it has become such an important feature of the competitive environment.

Business and marketing: a match made in heaven? Free
In the notoriously hectic life of the professional, there is little time to spare at the best of times and marketing is the first and most likely area to suffer from neglect. Aidan Cullen, senior marketing manager at Allied Irish Bank (GB) advises on bringing together business and marketing strategies to reap great benefits for your firm.

Marketing for law firms Free
Every law firm needs marketing. It’s no longer enough to rely solely on referrals and personal contacts, important though these channels may be as sources of fresh revenue. The word ‘marketing’ may still leave a sour taste in the mouth to some lawyers, but the need for firms to introduce effective marketing campaigns is now recognised across the profession. With this in mind, what tactics provide the best return on investment, and what messages should law firms be seeking to communicate to prospective clients? David Saunders, managing director of Marketforce Communications, takes a look at some interesting statistics from a cross-section of in-house marketing specialists at professional services firms, and examines the options for law firms seeking to develop or improve upon their marketing strategy.

Marketing principles for law firms: have we entered a new era? Free
Law firm marketing has only existed as a concept for a relatively short period of time, but has gone through significant changes. In this article, Jolene Overbeck, Head of Marketing and Corporate Communications at global law firm Latham & Watkins, examines just how far law firm marketing has shifted from its humble beginnings, and reveals the reasons for this shift.

More research less value? How professional firms can get more out of research Free
As the competition intensifies, consolidation quickens and fewer firms chase fewer clients. In response, firms sense a pressing need to compete more effectively often turning to research to support those objectives. However, these same firms then miss their opportunity, neglecting to use the research that ends up gathering dust rather than being acted on. This article attempts to diagnose the reasons why research doesn’t always deliver and to identify positive actions that firms can take to ensure they make the most of an important opportunity to get value from their research.

Teaching lawyers how to market the firm Free
The wider legal community has now accepted what some have known for twenty years: law firm marketing is here to stay, and is set to expand in influence and impact. The successful firms are those that have secured the support of their partnerships in driving forward marketing activity. Jolene Overbeck, Head of Marketing and Corporate Communications of global law firm Latham & Watkins, provides tips on how to make your marketing efforts an integrated success.

The very small firm – a case history Free
Moorcrofts Corporate Law was founded in January 2000 just at a time when the economy was taking a turn for the worse. Businesses, ever since, have been on tenderhooks waiting for a change in the conditions. Adrian Phillips, the founder of Moorcrofts, however, has witnessed the successful growth of his small law firm and is looking optimistically to the future. Hearing some of his experiences, we must wonder, does bigger necessarily mean better?