Does legal marketing differ on a regional basis?
Yes, because the law remains a local business in many ways. For example, developing a marketing plan in New York is very different from developing a plan in San Diego. In San Diego, there is a very tight knit business community with a strong technology focus. It has some powerful local trade associations and if you want to be a player in San Diego you need to establish a profile in those organizations. If you do so, you’ve laid the groundwork for a successful marketing program. In a place like Los Angeles or New York, it’s not so clear where you should be spending your time and how you can build the firm’s reputation in the face of strong, entrenched local competition. Even in smaller markets, you may find that the business community is not so focused and so it’s necessary to develop programs that address the various niches that exist. You can’t just sit back and rely on the national brand – most local clients are going to judge you based on the strength of the lawyers in that regional
