Marketing

Articles

• 2010 Law Firm Marketing Effectiveness Survey  ** NEW **
  by Alyn-Weiss & Associates, Inc.
  

  For the past twenty years, Alyn-Weiss & Associates has conducted its bi-annual marketing effectiveness survey. Its purpose is to identify what midsize firms are doing to market, and what they say is most effective. The #1 tool to bring in new cases according to the 2010 survey? Web sites. We've featured a brief overview of the survey here on our Web site. Subscribers to the MPF E-Newsletter can order the full report (regularly $395) for just $99.   

• Does Your Law Firm Need a Marketing Director?  ** NEW **
  by Mary K. Young
  

  The right marketing director can add substantial (yet difficult to quantify) value in helping your law firm develop strategy and setting priorities for your marketing and business development programs. If your firm has 30 more lawyers, hiring an in-house marketer can be a very wise investment indeed.

• Turning The Business Model in Your Law Firm Inside Out  ** NEW **
  by William E. Lowell
  

  According to a recent Harvard University study, more than 70% of a customer's "brand perception" is based on experiences they have with the organization's employees. For law firms this means both lawyers and support staff. This article speaks to the concept of "relationship capital," which is created when everyone in the firm is focused on working together to achieve a positive brand image and deliver the brand promise to each and every client, prospective client and referral source.

• Dealing with the Downturn: How Law Firms Can Meet the Challenges and Exploit the Opportunities
  by Stephen Armstrong, John Claydon, Tony King and Norman Letalik
  

  This two-part Lex Mundi article focuses on what law firm leaders can do to deal with the downturn through both aggressive law firm economics and strengthening client relationships. The suggested practices can help firms survive the downturn and strategically position themselves for the recovery.

• Your Guide to Developing Your Personal Marketing Plan…and Why Every Lawyer Should Have One
  by John Remsen, Jr.
  

  There are two kinds of lawyers - those who have their own clients and those who work for lawyers with their own clients. The difference between the two is having an individual, written marketing plan.

• Young Professionals: Cultivate the Habits of Friendship
  by David Maister
  

  Law firms often struggle with how to get associates and younger professionals involved in business development early in their careers. In this article, Maister offers the best piece of advice - they should start by cultivating the habits of friendship. Forward this must-read primer to your associates today!  

• The Declining Client Satisfaction Antidote: Nearly 70% of In-House Counsel Are Dissatisfied
  by Michael Rynowecer
  

  According to research conducted by the highly-respected BTI Consulting Group, 70% of in-house counsel are dissatisfied with their primary outside law firm. Astonishing, don't you think?

• Building and Sustaining a Marketing and Sales Culture at Your Law Firm (Or, How to Make Marketing Really Matter)
  by John Remsen, Jr.
  

  Making marketing a living, breathing part of your firm's culture begins with you. The managing partner and other firm leaders must be passionate and consistent in order to gain buy-in from everyone on the team.  Use this top 10 list as your guide.  

• Seven Habits of Successful Rainmakers
  by Sara Holtz
  

  What separates the "minders and grinders" from the successful rainmakers who are bringing in their own client work and contributing to the firm's bottom line? Holtz has identified seven telltale traits. The good news? She says rainmakers are made, not born.

• Wasted Time and Money: The Top 10 Ways That Firms Squander Precious Marketing Resources
  by John Remsen, Jr.
  

  Counting down the Top 10 ways that law firms often squander their marketing resources. Is your firm guilty of any of these?