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Editor's blog | Affinity marketing is not just for large firms

Your firm is probably practising its own version of affinity marketing, now you just need to make it part of the business plan

23 July 2013

Chancery Lane has been running campaign after campaign to raise the profile of solicitors. These have helped the profession feel better about itself - it's good for morale at a time where most firms are feeling so uncertain about the future. Whether the phones have been ringing on the high street as a result is far from certain. For firms looking to generate leads, there is a more efficient and faster way.

Affinity has been going since well before the Legal Services Act and it doesn't involve the headache of applying to the SRA to set up an alternative business structure. From the consumer's perspective, it comes in the shape of an add-on to services offered by their membership organisation, trade union, or car insurance policy. For law firms providing the service, it is maturing into a business model in its own right, and for practices keen to expand beyond their strict geographical reach, it could be a lifesaver in the new legal economy.

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