Legal services marketing has matured, leaving behind the habit of jumping from one hot marketing technique to the next new thing. During its relatively short marketing career, the industry has experimented with a taste of promotion through the use of glossy brochures, to a toe in the water with public relations, then on to team selling and client relationship management and most recently, the headlong plunge into advertising campaigns.
However, today’s difficult business climate – driven by the trends of globalisation, consolidation and greater accountability – has set new ground rules for marketing practice. The dual objective of differentiation in a mature industry and necessity to protect the firm’s most valuable asset, its reputation, demands a more measured, integrated marketing approach.
