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Successful marketing comes at a price

Competition in the legal market is getting fiercer; Andy Cullwick discusses why investment in marketing, analysis, and managing your firm's message are key to turning

9 February 2016

Much has changed in the 30 years since law firms were first allowed to market their services. Data-driven targeted multi-dimensional marketing campaigns have replaced adverts in the Yellow Pages and local newspapers.

But, while tactics and strategies may have changed to make the most of the many routes to market, there is more competition than ever, with over 10,000 firms in England and Wales all competing for clients.

In a crowded marketplace, differentiation is key. Clearly providing a great service is a good start, but every firm needs to market itself and not all can rely on word of mouth in an ever-competitive world. Equally, not all firms have a bottomless pot of money for marketing services and people. So, what can be done?

Who are you?

As a starter, firms need to begin with their key messages to the market. No-nonsense decisions need to be made about what the firm is, what it wants to be, and what its uniqu...

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