DESCRIPTION
The key benefits, elements and process of writing a law firm marketing plan.
When we take a trip, we can map it out or we can head in a general direction and hope we wind up somewhere we want to be. Often, lack of planning can lead to unexpected results, including never reaching our destination. While this can be great for life adventures, it is not wise approach if we are trying to create a business.
COURSE OVERVIEW
Surveys reveal most law firms, whether business or litigation oriented or serving plaintiffs or the defense, have no strategic business or marketing plan. Most law firm equity partners have little data upon which to rely to make informed, cost-effective tactical decisions and often talk about branding and differentiation but have not meaningfully established either. In this course, your presenter will review the elements of branding, and how law firm owners, working with or without consultants, can develop a written marketing plan so they can evaluate the entity’s progress, its tactical mix, market position, differentiation, and budgeting in a way that is both referral source and client centric.
ABOUT YOUR PRESENTER
Bob Weiss
Bob Weiss is founder and president of Alyn-Weiss & Associates, Inc. www.themarketinggurus.com. He has written more than 100 law firm marketing plans for commercial litigation boutiques, defense firms and consumer-facing criminal and contingent fee firms, including traditional and mass torts practices during over a 30-year career as a legal marketing consultant serving clients nationwide. For a number of years he was the ABA’s monthly marketing columnist. He is the author of Legal Marketing in Brief, 5th Edition.
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