What is the role of a young solicitor in marketing his or her firm?
(A version of these notes was produced originally for delegates at a Law Society Young Solicitors Conference in July 2003) What you know about and do in marketing terms is dependent on the type of firm you are in and how close you are to partnership….. The first issue to tackle is whether your firm is a marketing ‘traditionalist’ or a marketing ‘sophisticate’. If you are in a traditional firm then marketing will be close to blasphemy. The older and more senior partners will talk about it not being very professional and the focus will be on brochures, modern brochures (web sites), logos on ties and excellent client entertaining (e.g. prestige golf events, lunch or dinner at fine restaurants etc). A more sophisticated marketing firm may have some in-house marketing resources, marketing plans, a marketing/business development training programme and a clear vision of what it needs to do and why. Marketing is relatively new for the legal profession. It was only just over a decade ago when ‘
