Panel Discussion:No longer can the Legal Industry do without Marketing

Nick Eastwell,Kinstellar

No longer can the Legal Industry do without Marketing

True or False?

The “Anglo-Saxon” approach

Marketing efforts are wasted!

No longer can the Legal Industry do without Marketing

The Client’s perspective

Direct approach

Failure to follow-up

No longer can the Legal Industry do without Marketing

LAW FIRMS’ MARKETING MISTAKES:

Unfocused mailshots

Too pushy; hard sell

Not understanding clients’ needs

Cold calling

Trying to appear expert in field when not!

Talking and not listening

No longer can the Legal Industry do without Marketing

WHAT FORMS OF MARKETING ARE MORE EFFECTIVE?

Seminars

Arranging meetings

Newsletters

Conference speaking

Commissioning and publishing research

Websites

No longer can the Legal Industry do without Marketing

WHAT FORMS OF MARKETING ARE LESS EFFECTIVE?

Press coverage

Corporate hospitality

Directory entries

Brochures

Business event sponsorship

Advertising

No longer can the Legal Industry do without Marketing

WHAT IS THE BEST FORM OF MARKETING?

Do an excellent job

Build a strong reputation

Client recommendations

No longer can the Legal Industry do without Marketing

DEVELOPING A MARKETING STRATEGY

Proactive client retention and client generation culture

Training and personal development of lawyers

Client relationship management programme

Measuring client satisfaction

Effective RFPs

Cross-selling

No longer can the Legal Industry do without Marketing

The modern law firm conundrum

Branding

Marketing within the Legal Industry

Effective introduction

Joint pitching