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Marketing after lockdown

17 June 2020 / Grania Langdon-Down
Issue: 7891 / Categories: Features , Opinion , Profession , Covid-19
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As firms scramble for position post‑lockdown, effective marketing is crucial. Grania Langdon‑Down speaks to the experts
  • Highlights importance and value of return on investment (ROI).
  • Marketing & PR professionals offer views on how legal marketing will change after COVID-19.

As the lockdown starts to ease, measuring the effectiveness of marketing initiatives will be mission critical as law firms and barristers’ chambers seek to position themselves in a business landscape fundamentally changed by COVID-19.

In a special report for NLJ, lawyers and legal marketing and communications professionals consider what lies ahead in this ‘unchartered period of global change’ as everyone comes to terms with working in a more virtual world.

ROI: Return on investment

How will legal professionals measure what may be a better value marketing mix but one which is ‘frustratingly less human’? Will business travel be changed permanently as people see the potential benefits for the planet and family/work life balance?

However, amid the uncertainty, all agree that measuring the success of marketing initiatives through return on investment

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MOVERS & SHAKERS

Birketts—trainee cohort

Birketts—trainee cohort

Firm welcomes new cohort of 29 trainee solicitors for 2025

Keoghs—four appointments

Keoghs—four appointments

Four partner hires expand legal expertise in Scotland and Northern Ireland

Brabners—Ben Lamb

Brabners—Ben Lamb

Real estate team in Yorkshire welcomes new partner

NEWS
Robert Taylor of 360 Law Services warns in this week's NLJ that adoption of artificial intelligence (AI) risks entrenching disadvantage for SME law firms, unless tools are tailored to their needs
The Court of Protection has ruled in Macpherson v Sunderland City Council that capacity must be presumed unless clearly rebutted. In this week's NLJ, Sam Karim KC and Sophie Hurst of Kings Chambers dissect the judgment and set out practical guidance for advisers faced with issues relating to retrospective capacity and/or assessments without an examination
Delays and dysfunction continue to mount in the county court, as revealed in a scathing Justice Committee report and under discussion this week by NLJ columnist Professor Dominic Regan of City Law School. Bulk claims—especially from private parking firms—are overwhelming the system, with 8,000 cases filed weekly
Charles Pigott of Mills & Reeve charts the turbulent progress of the Employment Rights Bill through the House of Lords, in this week's NLJ
From oligarchs to cosmetic clinics, strategic lawsuits against public participation (SLAPPs) target journalists, activists and ordinary citizens with intimidating legal tactics. Writing in NLJ this week, Sadie Whittam of Lancaster University explores the weaponisation of litigation to silence critics
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