denotes premium content | Jan 9 2009 Legal Marketing archive
Volume 1 Issue 3
Editor’s letter
This year I will have the pleasure in attending Ark Group’s seventh annual conference on strategic marketing for the legal profession. I will be joined there by speakers and delegates – some of whom have featured as writers within these pages – who will be discussing an enormous range of marketing topics, from key-account management to business and strategy development.
Perhaps most exciting is the opportunity that the event provides for in-depth discussion and knowledge sharing among marketing professionals. And that the level of understanding and acceptance of legal marketing has reached a stage where individuals are dealing with the most advanced marketing and business-development techniques, which not only impact a firm’s internal strategic planning, but also external relationships with clients.
In the UK and US in particular, marketers are really challenging themselves to best position their firm in hugely competitive marketplaces, both regionally and on a global scale. News of these trailblazers is rapidly making its way abroad and providing an invaluable resource for those firms in countries where the law-firm marketing pendulum is not yet in full swing, or has been slowed by regulatory restrictions.
This cross-border exchange of knowledge is invaluable to firms which are setting their sights on the rapidly-expanding international marketplace. They are beginning to realise that without a thorough knowledge of cultural issues in the areas that they are targeting with campaigns, even the most well-thought-out strategy may not be successful. In this month’s cover feature (page 8), for example, marketing specialist Laurie Young highlights the need for firms to ‘think globally and act locally’ in their international marketing endeavours. By tailoring their strategies to the localities in which they will be promoted, then combining this with consistent branding, marketers can make a real impact.
As always, if you have any issues that you are keen to address in an article, or that you would like Legal Marketing to explore, you can contact me at kclifton@ark-group.com.
Kate Clifton
Editor
Features
Masterclass: Lawyer training
When marketing training for lawyers first came on the scene some 25 years ago, a certain amount of trial and error dominated training agendas. A void existed in the knowledge base that could be applied to training formats.
Masterclass: Taking a chance on TV
There is no escaping the fact that law firms are warming up to the use of new technologies in communicating their messages. The buzzwords, ‘blogs’, ‘webinars’ and ‘podcasting’ are actually penetrating the ranks of lawyers, who are so often one of the last bastions of the corporate world to embrace new technology.
Feature: The continental challenge
Continental Europe has been a tough challenge for foreign law firms. A cultural and linguistic patchwork, it is nearly impossible to succeed on the Continent with a one-size-fits-all, ‘cookie cutter’ marketing programme.
Case study: Reed Smith
In 1877, two lawyers called Knox and Reed formed a partnership to practice law in Pittsburgh, in the US. Pittsburgh was the Silicon Valley of its day and they thrived there during an era of unprecedented growth in the coal, iron and steel industries.
Case study: Simmons & Simmons
One of the most common themes in any piece of client research is the inability of lawyers to understand their clients’ business. Three years ago, with this in mind, Simmons & Simmons began a project to ensure that all lawyers and business-support staff worldwide had access (on their desktop) to a single, integrated view of their clients.
Q&A: Martin Cohn
At international firm Holland & Knight LLP, Martin Cohn enforces his global marketing strategy with consistent communication and interaction across all levels of the firm. He spoke to Legal Marketing about the challenges of marketing a firm globally.
Global marketing strategy
Attitudes towards international marketing have changed over the past twenty years. Whereas once it was thought that a common global approach was possible, modern businesses are coming to understand that cultural differences are just as – if not more – important than ever. It is critical, therefore, for legal marketers to understand these issues when working across borders.
Profile: Jay Dinwoodie
In fewer than 18 months, Dewey Ballantine’s dynamic director of marketing and communications Jay Dinwoodie has transformed its international marketing department, helping the firm gain high-profile new business as well as winning the 2006 Legal Marketing award as international marketing director of the year.
Regulars
The burning issue
The Legal Marketing team is keen to maintain the high standard of content to ensure the magazine becomes a vital part of your everyday marketing toolkit.
Fundamental to achieving this goal are the knowledge-sharing opportunities that arise through article contributions from you, the subscriber. For that reason, we would like to introduce a regular opportunity for you to send in questions and discuss issues with your colleagues at other law firms in the UK, US and the rest of Europe.
Marketing tips: Red-hot branding
Activities that can help to maximise the long-term success of your branding initiatives.
Compiled by Stacy West Clark
Thought leader
Much is said about the shrinking nature of our world. Technology enables lightening-speed communication virtually anywhere at any time, international travel is readily and cheaply available, while global brands create a common language and appetite for goods and services.
