find the latest legal job
Corporate Counsel and Company Secretary
Category: Generalists - In House | Location: Newcastle, Maitland & Hunter NSW
· Highly-respected, innovative and entrepreneurial Not-for-Profit · Competency based Board
View details
Chief Counsel and Company Secretary
Category: Generalists - In House | Location: Newcastle, Maitland & Hunter NSW
· Dynamic, high growth organisation · ASX listed market leader
View details
In-house Projects Lawyer | Renewables / Solar | 2-5 Years PQE
Category: Generalists - In House | Location: All Australia
· Help design the future · NASDAQ Listed
View details
Insurance Lawyer (3-5 PAE)
Category: Insurance and Superannuation Law | Location: Brisbane CBD & Inner Suburbs Brisbane QLD
· Dynamic organisation ·
View details
Legal Counsel
Category: Corporate and Commercial Law | Location: North Sydney NSW 2060
· 18 month fixed term contract · 3-5 years PQE with TMT exposure
View details
Luck no factor in the ladder to success

Luck no factor in the ladder to success

A lucky break isn't going to see your law firm stand out from the rest. Instead, writes Kylie Beaufoy, some patience, a long-term strategy and a dynamic approach should ensure your marketing…

A lucky break isn't going to see your law firm stand out from the rest. Instead, writes Kylie Beaufoy, some patience, a long-term strategy and a dynamic approach should ensure your marketing works.

Successful marketing is like winning the board game Snakes and Ladders. But there's one crucial difference - marketing is a game of skill, not luck. Successful marketers position themselves at the foot of ladders they can quickly climb. They plan so that they avoid the slippery slopes of the snakes which force them backwards. Marketing is the art of identifying and satisfying the needs of clients.

Legal firms need to overcome the misleading notion that marketing is hard-selling which will taint their image. Quite simply, by integrating marketing with other regular business processes, legal firms increase their ability to compete successfully.

Firms which understand that marketing is as important as governance and practice management, rather than some secondary add-on, keep climbing the ladders and emerge as the real winners. It's not the right time to spend money on marketing.

Wrong! With share prices tumbling and global economic uncertainty, too many firms are focusing on the cost of everything and the value of nothing. They're cutting back on spending and are making survival the sole priority.

In contrast, the smart and successful firms are seeing opportunities in every situation. As economic conditions become more challenging, the leading firms are capitalising on their competitors' withdrawal from the market and are coming up with assertive and cost effective marketing strategies - making them stand out from the competition.

One frustrated business development manager at a leading law firm said to me: "I cannot get the partners or senior guys out of their offices. They think that because there are no deals to be done they can ignore their clients."

This is a great time to be proactive while others may be scared or even complacent about what they can do.

Marketing goals need to be re-evaluated to match the changing environment - and should be specific, measurable, innovative and timely.

Play smart

Successful marketing is a combination of strategies. This includes corporate branding, advertising, public relations and client relationship management (CRM) and below-the-line promotional activities (including direct mail, online communications and sponsorship).

Each of these is a rung on the ladder that is crucial in getting you to the top. So the strategies need to be implemented carefully and tactically.

"We're not large enough"

Marketing is not the privilege of large firms. If a law firm wants to develop its reputation as a specialist servicing the medical profession, for example, then maintaining a high profile within that industry is important for the firm, no matter what its size.

One thing at a time

Marketing is an investment and it must be recognised that it sometimes can take months - or longer - to win a client. A famous advertising agency head once said that there was 18 months between the first phone call and the first cheque. Organisations with a long-term commitment to building their business ultimately win the game.

A strategic long-term marketing campaign will help your business move up the ladders and win the ultimate prize.

Kylie Beaufoy is the director of Hall Chadwick Marketing Communication

Like this story? Read more:

QLS condemns actions of disgraced lawyer as ‘stain on the profession’

NSW proposes big justice reforms to target risk of reoffending

The legal budget breakdown 2017

Luck no factor in the ladder to success
lawyersweekly logo
Promoted content
Recommended by Spike Native Network
more from lawyers weekly
LCA president Fiona McLeod SC
Aug 17 2017
Where social fault lines meet the justice gap in Aus
After just returning from a tour of the Northern Territory, LCA president Fiona McLeod SC speaks wit...
Marriage equality flag
Aug 17 2017
ALHR backs High Court challenge to marriage equality postal vote
Australian Lawyers for Human Rights (ALHR) has voiced its support for a constitutional challenge to ...
Give advice
Aug 17 2017
A-G issues advice on judiciary’s public presence
Commonwealth Attorney-General George Brandis QC has offered his advice on the public presence of jud...
Allens managing partner Richard Spurio, image courtesy Allens' website
Jun 21 2017
Promo season at Allens
A group of lawyers at Allens have received promotions across its PNG and Australian offices. ...
May 11 2017
Partner exits for in-house role
A Victorian lawyer has left the partnership of a national firm to start a new gig with state governm...
Esteban Gomez
May 11 2017
National firm recruits ‘major asset’
A national law firm has announced it has appointed a new corporate partner who brings over 15 years'...
Nicole Rich
May 16 2017
Access to justice for young transgender Australians
Reform is looming for the process that young transgender Australians and their families must current...
Geoff Roberson
May 11 2017
The lighter side of the law: when law and comedy collide
On the face of it, there doesn’t seem to be much that is amusing about the law, writes Geoff Rober...
May 10 2017
Advocate’s immunity – without fear or without favour but not both
On 29 March 2017, the High Court handed down its decision in David Kendirjian v Eugene Lepore & ...