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Marketing the Law Firm: Business Development Techniques

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Marketing the Law Firm: Business Development Techniques examines how marketing can improve client satisfaction and increase the bottom line for both corporate and consumer practices.

“Sally Schmidt's book, Marketing the Law Firm: Business Development Techniques, is a bible, a must-read, and a springboard to law firm marketing for any new or seasoned marketing professional. Its frequent updates are easy to insert and the range of information is nearly exhaustive.”   —Rita Menz, former Director of Client Relations,
Patterson, Belknap, Webb & Tyler, LLP, New York

In today's economy, marketing and business development have taken center stage at law firms.Marketing the Law Firm: Business Development Techniques examines how marketing can improve client satisfaction and increase the bottom line for both corporate and consumer practices. No matter the size of your law firm, this pragmatic book shows you how to utilize client surveys, Web sites, brochures and collateral pieces, databases, newsletters, direct mail, seminars, special events, advertising, public relations, proposals, presentations, and interviews.

Marketing the Law Firm: Business Development Techniques is filled with case studies and examples of real law firm situations to help you put these tools and techniques into practice—and use them effectively. You'll find out how to: make realistic, long-term marketing plans for the firm, practice groups or individuals; market online; market a new capability; cross-sell your firm's services; create an “alumni” relations program; discover new business opportunities through market research, charitable contributions, and sponsorships; use flat fees as a billing alternative; train your lawyers—and your support staff—to be good marketers; surmount marketing obstacles; budget for marketing time, expenses and compensation; and measure the effectiveness of your marketing efforts. You'll also get up-to-date information on Web sites, extranets, client advisory boards, niche marketing and the uses of intranets. An appendix provides law firm marketing resources, including organizations, publications and studies.

Book #00613; looseleaf, one volume, 720 pages; published in 1991, updated as needed; no additional charge for updates during your subscription. Looseleaf print subscribers receive supplements. The online edition is updated automatically. ISBN: 978-1-58852-052-4.

Additional Information
Division Name Law Journal Press
Volumes 1
Product Types Books
Brand Law Journal Press
Jurisdiction National
ISBN 978-1-58852-052-4
Page Count 720
Edition 0
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Sally J. Schmidt
Sally J. Schmidt, the first president of the Legal Marketing Association (LMA), is the president of Schmidt Marketing, Inc. Headquartered in Edina, Minnesota, her company has served hundreds of client law firms throughout the United States, Canada, Europe, New Zealand, Mexico and Australia. Ms. Schmidt has taught Principles of Marketing at the University of Minnesota, where she received her M.B.A. (in marketing) and her B.S. She is also the former Director of Client Relations and Marketing for a 100-attorney firm in Minneapolis and a well-known author and lecturer on law firm marketing topics.

Overview of Marketing in a Law Firm

§ 1.01 Why Law Firms Need Marketing
[1] Increased Competition
[2] Changing Professions
[3] In-House Lawyers and Decision-Making
[4] Case Law
[5] Specialization
[6] Firm Size and Composition
[7] Malpractice Issues
[8] Technology
[9] Economic Changes
[10] Client Demands
[11] Legal Process Outsourcing (LPO)
[12] Conclusion
§ 1.02 What Is Marketing?
[1] The Marketing Concept
[2] The Components of Marketing
[3] Marketing Functions
§ 1.03 A Client’s View of the Law Firm
[1] Quality
[2] Clients’ Evaluations of Legal Services
§ 1.04 The Marketing Process
[1] Research
[2] Segmentation
[3] Positioning or Branding
[4] Implementation
[5] Measurement and Control
§ 1.05 The Institution vs. The Individual

The Obstacles to Marketing in a Law Firm

§ 2.01 Introduction
§ 2.02 Intangibility
[1] The Negative Impact of Intangibility
[2] Dealing with the Problem
§ 2.03 Management and Administration
[1] The Negative Impact of Current Management Practices
[2] Dealing With the Problem
§ 2.04 Individualism and Entrepreneurialism
[1] The Negative Impact of Individualism and Entrepreneurialism
[2] Dealing with the Problem
§ 2.05 Marketing Information Systems
[1] The Negative Impact of Poor Information Systems
[2] Dealing with the Problem
§ 2.06 Production Orientation
[1] The Negative Impact of a Production Orientation
[2] Dealing with the Problem
§ 2.07 Ethical Restrictions
[1] The Negative Impact of Ethical Restrictions
[2] Dealing with the Problem
§ 2.08 Conclusion

Marketing Analysis and Planning

§ 3.01 Planning in the Law Firm
[1] Benefits of Planning
[2] Why Law Firms Do Not Plan
[3] The Essentials of Planning
[4] A Mission or Vision
[5] Marketing Planning Without a Firm-Wide Approach
§ 3.02 The Marketing Planning Process
[1] Planning Levels
[2] Approaches to Planning
[3] The Process
§ 3.03  Conclusion


Developing a Law Firm Image or “Brand”

§ 4.01 Introduction
§ 4.02 Definition of a Brand
§ 4.03 The Importance of an Image or “Brand”
§ 4.04 Difficulties in Creating an Image or “Brand”
[1] Individualism
[2] Organizational Structure and Management
[3] Short-Term Time Horizon
[4] Historical Complacency
[5] Intangibility
[6] Indistinquishable Names
[7] Ethical Restrictions
§ 4.05 Developing a Law Firm “Brand”
[1] Internal Analysis
[2] External Analysis
[3] Vision or Positioning Statement
[4] Manifestations of a “Brand”
§ 4.06 Conclusion

Selecting Marketing Tools and Activities

§ 4A.01 Introduction
§ 4A.02 Internal vs. External Activities
[1] Internal Marketing Activities
[2] External Marketing Activities
§ 4A.03 Measuring the Return on Your Marketing Investment
[1] The Measurement Process
[2] Examples in Measuring ROI
[3] Case Study in Measuring ROI
[4] Conclusion
§ 4A.04 Ethical Considerations
[1] Significant Decisions
[2] Highlights of Ethical Constraints
[3] Conclusion

Client Relationship Management and Marketing Information Systems

§ 5.01 Introduction
§ 5.02 Marketing Databases or Client Relationship Management (CRM) Systems
[1] Benefits of a CRM/Contact Management (CM) System
[2] Needs and Considerations in Developing a CRM/CM System
[3] Getting Started
[4] Examples of Uses and Reports
[5] Other Considerations
§ 5.03 Internal Information Collection and Management
[1] Benefits of Collecting and Managing Internal Information
[2] Information of Interest and Uses of Internal Data
[3] Organizing and Using Internal Information
[4] Other Considerations
§ 5.04 Measuring the ROI of a CRM/Information System
§ 5.05 Conclusion

MarketingCollateral Materials

§ 6.01 Introduction
§ 6.02 Purposes of Collateral Materials
[1] Providing Information About the Firm and its Capabilities
[2] Developing or Enhancing Firm Image
[3] Serving as a Marketing or Sales Tool
§ 6.03 Types of Collateral Materials
[1] Brochures
[2] Presentation Folders
[3] Practice/Industry Capability Pieces
[4] Lawyer Resumes
[5] Client References
[6] Annual Reports
[7] History Books
§ 6.04 Preparing Effective Collateral Materials
[1] Scope

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