Why Law Firms Must Change Their Marketing Priorities
How today’s competitive marketplace is changing the relative importance of “the four Ps of marketing”
This one-hour web-based panel will discuss how law firms have traditionally approached the “Four Ps of marketing” – price, product, promotion, and place – by focusing almost exclusively
on promotion, and why that can be a mistake in today’s economic environment.
The panel will expand on the discussion started by the influential Bloomberg BNA article “Why Law Firms Must Change Their Marketing Priorities” (http://www.legalbizdev.com/files/BloombergLawFirmMarketing2015.pdf).
Panelists will make the case that law firm marketing departments should increase their emphasis on improving the legal product through project management and pricing, and discuss how to
balance that need against the resources required for traditional promotional activities such as events, advertising, websites, and brochures.
The three panelists head marketing groups that are beginning to make this change – Jennifer Manton at Kramer Levin, Geoff Goldberg at McCarter & English, and Andréa Danziger at Loeb
& Loeb – and were quoted in the Bloomberg article. The moderator of the panel discussion will be Jim Hassett, the founder of LegalBizDev and the primary author of the article.
PLEASE NOTE: This is a pre-recorded webinar