We surveyed AmLaw 200 marketers and found that there is a planned uptick in some marketing activities on the horizon for the coming months, including some surprises. Read the full article as it first appeared in the ABA's Law Practice magazine.
I was recently talking with a colleague about how a majority of management event attendees say their law firms are doing client feedback in a systematic way; but when we ask clients if their law firms request feedback on service and performance, the answer is almost always “rarely” or “never.”
In our recent "Marketing Hope" survey of plans for 2009 and 2010, 64% of Am Law 200 marketers indicated they will be investing in client loyalty interviews. That's a smart move in any economy. But how do you extract the most value from those interviews?
Posted on 07/23/08 at 2:08 pm
A note to our readers: The second installment of “The Reptilian Brain” appears in our August issue.
There’s a sticky issue that comes up frequently as we work with our clients to develop brand strategy—how to define a national practice. In theory, a precise definition shouldn’t matter much, but actually the wrong answer can derail a crisp brand message, lead the firm to murky brand waters, reduce the effectiveness of the brand and dramatically increase the costs of achieving brand recognition.
We want to begin with a proposition:
A national practice is national in reputation.
In other words, just because you travel all over the country at the behest of your clients does not mean you have a national practice. It means you have a lot of frequent flyer miles. You can lay claim to a national practice when your reputation for your expertise and sagacity has extended beyond the natural boundaries of a region (city, state or multi-state economic cluster).
David Boies has a national practice; Skadden has a national (even international) mergers and acquisitions practice; Wilmer Hale has a national SEC investigations practice. Obviously the list could go on and on because many accomplished individuals and many accomplished firms have national reputations.
Tags: Marketing, Positioning, Strategic Planning