Last year The Marketing Team carried out some research into the effectiveness of marketing among mid-tier law firms which showed that they could be wasting up to £80m on marketing every year. Only 18% of firms scored well across the board on factors such as branding, proposition, awareness raising and client focus – with mediocre standards of creativity and lack of original thinking mostly to blame.
Interestingly, subsequent interviews with around 30 managing or marketing partners and marketing professionals suggested that most had identified their own shortcomings and the need to change their approach. Yet few of them were taking action.
