Several recent articles in ALM publications have focused on some of the basics about law firm advertising and marketing. The National Law Journal noted the anniversary of the Supreme Court's ruling allowing law firms to advertise (Bates v. Arizona, 433 U.S. 350) in "After 30 Years, Law Firm Advertising is Slow to Change". Although firms themselves have undergone profound changes since the high court decided that even lawyers were entitled to free speech, the profession's advertising manner and message -- especially among the larger firms -- have evolved very little in those 30 years, according to many industry observers, the NLJ report said.
Law Firm, Inc. also took the long view in Once Marketing-Shy, Law Firms Get With the Program (aka/ "Marketing With Moxie" in the print issue). This piece, which notes that "What marketing there was in the earlier days was generally left to gregarious senior partners or rainmakers," examines some innovative marketing practices at three firms, Holland & Hart (an in-flight ad campaign), Foley Hoag (a plush meeting and conference center in Boston's Route 128 tech corridor), and Thompson Hine (client service teams, with an equal focus on new business and client retention).
Our own Business Development Survey over the last two years has managed to capture some of these trends showing growth in the commitment of resources over the past two years, as well as reports of what works - and what doesn't - in the estimation of some of the world's top firms. The 2005 and 2006 survey reports are available through ALM Research Online, or by clicking on the link above.
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