If you’ve been fretting over the state of law firm marketing, you have cause to rejoice. A recent survey of the AmLaw 200, titled Marketing Hope 2009, found that there’s a planned uptick in some marketing activities on the horizon for the coming months.

Conducted by Greenfield/Belser Ltd. and The Brand Research Company, the survey asked marketing leaders the following nine-part question to gauge how top firms are intending to invest some of their marketing dollars in today’s climate:

In the next year do you expect to:

1. Rebrand your firm?

2. Conduct branding or image research?

3. Redesign your Web site?

4. Invest in Google AdWords?

5. Overhaul your print collateral?

6. Invest in social media?

7. Redevelop your recruiting materials?

8. Invest in client loyalty interviews?

9. Do anything really innovative or radically different for your firm?

They could reply yes, thinking about it, not sure or no. The survey participants were leading marketing professionals in their firms, with the average size of respondents’ firms at almost 500 lawyers. The median firm size was 373, with eight respondents in firms under 200 and seven in firms with 1,000 or more lawyers. Firms were widely distributed geographically, with heavy clusters in New York, Washington, D.C., Texas and Georgia. So how did they respond? Let’s break down the numbers and associated trends. (See Figure 1.)

Capturing Clients’ Opinions

Most respondents (92 percent) reported that they’re thinking of or definitely conducting client loyalty interviews. While there are firms out there that are still resistant to speaking frankly with their clients about how to best serve their needs, this response rate represents a significant maturation of the industry. Thank goodness the window in law firms is finally open for the most important job in marketing—to lean out and breathe in the fresh air of client opinions and concerns. Few substantial businesses go to market without market research, a business basic that has eluded law firms for, well, nearly ever. But the survey results tell us that law firm marketers are more sophisticated and alert to competitive differentiation than ever before. Score!

“Talk to your clients. Get the attorneys out from behind their desks and get them talking face-to-face with their clients.” Director of Marketing & Client Development (250-lawyer firm)

Exploring Social Media

Also at the top of the to-do list for respondents (92 percent) is investing in social media. As defined by Tim O’Reilly, the Web technology maven who coined the term, social media means “a platform spanning all connected devices.” Law firms are currently busy creating Facebook, LinkedIn and Wikipedia pages, Twitter accounts and practice blogs. And they’re starting to dip their toes in the Google AdWords water, too. (More on that later.) But few—if any—are full in. Show us a coordinated Web presence that is integrated and maximizes Web design and functionality plus search engine optimization to exploit all of the above. We’re not seeing it. On the contrary, marketing teams that have been decimated by the current recession seem unsure where to put their strained resources or spend their time, and as a result, many programs are disjointed and tactical, rather than coordinated and strategic. Now is the time to run a bit faster and get ahead of the curve. This is the discussion everyone needs to have.

“… let’s just say that social media plays a big role [in our radical or innovative plans] and I am having a blast.” Head of Business Development and Marketing (250-lawyer firm)

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http://www.abanet.org/lpm/magazine/articles/v35/is6/pg43.shtml