Is Marketing Worth It?

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Return on Investment (ROI)

Despite their tinsel and glitter image, even marketing folks are concerned about the return on the investment in their daily activities. While some folks, including lawyers, ignore the money, marketing professionals are trying to convince their management that they are important to the success of their organization and for new business coming in. An article in Advertising Age about two Los Angeles marketing consultants who I know and admire described the situation this way: "Return on advertising investment has always been a priority for marketers, but in the recession it flew to the top of the list. ... [C]hief marketing officers fought to justify spending within their organizations – often via spirited discussions with procurement departments about where the dollars are going... "

Attracting New Clients

For marketing to be effective, irrespective of the size of the law firm or the firm's marketing activities as a whole, each lawyer must establish the expertise necessary to entice a prospect to become a client. This is done using many tools, some with more credibility than others: writing a newspaper or trade magazine article, speaking to a community organization, running an advertisement, launching a web site, mailing out a brochure. Often this is done less according to a plan than to a hope that something sticks.

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DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Ed Poll, LawBiz | Attorney Advertising

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