In a tight economy, why should law firms continue to spend money on marketing?
The grassroots approach doesn’t require much of a budget as a large branding initiative, and so it’s a fiscally responsible thing to do in a down market. If you play the role of an ostrich, and stick your head in the sand to wait out the down market, you are going to be miss opportunities. What we’re seeing right now is that firms are planning their marketing programs for Q1 and Q2 of 2003. If I wasn’t out there actively promoting my firm — if I decided to lay low and not do any PR — my competitors would be talking to my clients about Q2 2003, and I would be missing out. 15. In your experience, what is the most effective marketing activity? For law firms, the most effective is a presentation speaking or panel slot at an industry conference attended by potential clients. Hands down. 16. Least effective? Going to networking session of the local business organization and milling around with 30 or 40 other attorneys in a room with 200 people. I go to events here in D.C. where there are 3
