Editor's letter: Ho, ho… oh.

Ready or not, the festive season is now upon us. Yet for many, Christmas 2008 comes not with the usual sense of holiday cheer and high spirits, but the rather more subdued job insecurity and general penny pinching that a recessive economy so often entails. So, for those of you lacking in yuletide good humour this year, and wondering how you can possibly cut back your spending to counteract some difficult financial times, I offer you an economically-themed Christmas carol: ‘The 12 days of Christmas (in a recession).’
On the first day of Christmas, this economy gave to me… one sub-prime mortgage crisis.
On the second day of Christmas, this economy gave to me… two collapsing corporations and one subprime mortgage crisis.
On the third day of Christmas, this economy gave to me… three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the fourth day of Christmas, this economy gave to me… four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the fifth day of Christmas, this economy gave to me… five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the sixth day of Christmas, this economy gave to me… six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the seventh day of Christmas, this economy gave to me… seven (hundred and seventy) jobs lost each week, six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the eighth day of Christmas, this economy gave to me… eight new discount stores, seven (hundred and seventy) jobs lost each week, six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the ninth day of Christmas, this economy gave to me… nine lawyer layoffs, eight new discount stores, seven (hundred and seventy) jobs lost each week, six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the tenth day of Christmas, this economy gave to me… ten less luxuries I can afford, nine lawyer layoffs, eight new discount stores, seven (hundred and seventy) jobs lost each week, six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the eleventh day of Christmas, this economy gave to me… eleven more share prices plummeting, ten less luxuries I can afford, nine lawyer layoffs, eight new discount stores, seven (hundred and seventy) jobs lost each week, six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
On the twelfth day of Christmas, this economy gave to me… 12 more months to budget, eleven more share prices plunging, ten less luxuries I can afford, nine lawyer layoffs, eight new discount stores, seven (hundred and seventy) jobs lost each week, six straight spam dinners, five calls from creditors, four more years predicted, three bailout packages, two collapsing corporations and one subprime mortgage crisis.
And on that festive note, I would like to thank everyone who contributed to this issue of Legal Marketing, and to take this opportunity to wish you all a very merry Christmas and a happy New Year. As always, if you have any feedback you can contact me at lmcnulty@ark-group.com. In the meantime, I hope you enjoy this issue.

Lucy McNulty,
Editor

Features

Masterclass: Build it and they will come This article is for subscribers only
Simon Bussell, European marketing manager at UK firm Field Fisher Waterhouse LLP, reveals the steps to search engine optimisation success.

Case study: Lester Aldridge LLP This article is for subscribers only
Helen Prosser, business development and marketing director at UK law firm Lester Aldridge LLP, reveals why improving firm internal communication processes can spell success in times of economic stress.

Feature: Fostering friendships This article is for subscribers only
Juliana Garcìa, former international business development manager at Dutch firm Nauta Dutilh, and Marisa Mèndez, founder of legal marketing consultancy Marisa Mèndez & Associates, discuss the benefits of the ‘best friends’ and ‘good friends’ concepts.

Masterclass: Thriving in troubled times This article is for subscribers only
As markets melt down, where should business development professionals focus? Sara Kraeski, director of business development, Davis Graham & Stubbs LLP, reports.

Opinion: CRM – compulsory relationship management? This article is for subscribers only
Darren Francis, director of client relationship management and business development consultancy PepperCo Ltd., explains why client relationship management must form an integral part of any law firm sales and marketing strategy.

Q&A: Nigel Sprunt This article is for subscribers only
In the past ten years, Withers LLP has been successfully repositioned away from a traditional domestic private client law firm into an international organisation for the business, personal and philanthropic interests of successful people. Nigel Sprunt, the firm’s global marketing director, offers insight into the rebranding process and reveals why such investment in differentiation is key to success in a downturn.

Cover feature: Responding to recession This article is for subscribers only
How do legal marketers and business developers from the UK and US legal community demonstrate their value in a down market? Lucy McNulty reports.

Regulars

Opinion: Recruiting in a recession Free
Emma Ashby, senior consultant in sales and marketing commerce at recruitment specialists Robert Walters, reveals how the recession has affected recruitment in professional service firms.

Opinion: What a difference a year makes… Free
The pitch doctor, Peter Rush, provides a glimpse into the highs and lows of his 2008 and reveals why now is the perfect time to transform your tendering process.

Opinion: Segmenting to succeed This article is for subscribers only
Lyndon Simkin, professor of strategic marketing at Oxford Brookes University, assesses the benefits of smarter targeting and resource allocation during a recession.

Opinion: Going digital in a downturn Free
Dr. Dave Chaffey, author of eMarketing eXellence: Planning and Optimising Your Digital Marketing, reveals how law firm marketers can use digital channels to improve marketing results in a slowing market.

Thought leader: The devil in the detail Free
When asked by managing partners to stress-test the revenue growth projections in the business plans of practice groups my approach is straightforward. I ask group heads to explain, in detail, where their revenue will come from based on four segmentations – by geography, by sector, by service line and by key client.