Now, more than ever before, law firms and barristers' chambers have to
use marketing to compete for work. The rise of alternative business
structures, and the growing number of mergers and acquisitions has led
to the demise of the old-fashioned wait-until-the-business-comes-to-us
approach. That's because these competitors, with their boardroom-devised
strategies and enviable budgets, are adopting an aggressive stance when
it comes to all-things marketing. As a result, a well documented
marketing communications plan, linked to marketing objectives and
overriding corporate objectives, has become an essential part of any
legal service provider's everyday toolkit.
Those lawyers lacking marketing expertise and operating with more modest
funds can find the help they need in this practical guide book. It
provides a comprehensive overview of each element of marketing
communications from advertising and branding to social media and
websites. This second edition also features a new chapter covering GDPR
that becomes law on 25th May 2018. GDPR is revolutionising any form of
marketing that uses personal data. With fines of up to 20 million or 4%
of global turnover, failure to comply is not an option. The book's handy
checklist shows you how to obey the rules.
Written in layman's terms, this book's ideal for newcomers and seasoned
marketers alike.
ABOUT THE AUTHORS
Catherine Bailey has a degree in marketing and over twenty five years'
experience in strategic and operational marketing, including more than a
dozen in the UK legal sector. She fully understands the needs of law
firms and barristers' chambers ensuring they receive just the right mix
of marketing required to secure new business and leverage from existing
clients. Catherine has the depth of knowledge of the legal profession
that truly sets her apart from other marketers.
Jennet Ingram has worked in the marketing field for eighteen years,
fourteen of which have been within the legal industry for software
suppliers, outsourced service providers, law firms and barristers'
chambers. She's a member of the Chartered Institute of Marketing (CIM)
and holds Chartered Marketer status, an accreditation gained in 2011 and
maintained to this day through the CIM's ongoing CPD programme.
