An Insider's View of Why Law Firm Marketing Still Doesn't Work
I've posted before about the short shelf life of law firm marketers. Now, via Larry Bodine's Law Marketing Blog comes this insiders' view on the reasons for law firm marketers' problems, courtesy of legal marketer Elizabeth Tursi. What's refreshing about Tursi's view is that she blames legal marketers themselves for the gloomy state of the industry.
Tursi writes that frequently the problems legal marketers encounter at firms begin with the hiring process. Though frequently firms hire the wrong person -- either those without a background in the legal industry or those without a proven track record of success -- legal marketers exacerbate the potential for problems when they don't ask the right questions. Tursi argues that unless marketers can ensure that they will have autonomy to perform needs assessments and obtain buy-in from management on implementation, they are doomed to failure from the get-go
Tursi also faults the Legal Marketing Association (LMA) for failing to educate law marketing professionals. She claims that most conferences are dominated by panels of chief marketing officers without any input from lawyers or law firm management. Thus, it's difficult for legal marketers to learn what firms want.
Take a look at Tursi's piece and let us know your opinion below.
Posted by Carolyn Elefant on March 7, 2008 at 01:36 PM | Permalink
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