Strategic marketing for the legal profession
Maximising your firm's growth and profitability in a competitive market.
An Ark Group Conference - September 2005, London
Steve Blundell and Helen Hannan led a post-conference workshop entitled 'Client and market intelligence - and what to do with it'.
Workshop description: Research repeatedly reports that clients will select those law firms which demonstrate a deeper understanding of their clients' business and the commercial environment in which they operate. But classically lawyers are much more interested in the complexities of a legal problem than they are in what makes their clients a success.
But all that is changing. Leading firms are increasingly researching client needs; measuring their own performance and strength against competitors; testing service ideas before launching them; evaluating markets before launching there; measuring profitability and return on investment.
The workshop looked at the techniques available to get feedback from clients and prospects, and to assess markets and demand. Critically it concentrated on how firms can make the most of this understanding to create real competitive advantage.
