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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

DWF—19 appointments

DWF—19 appointments

Belfast team bolstered by three senior hires and 16 further appointments

Cadwalader—Andro Atlaga

Cadwalader—Andro Atlaga

Firm strengthens leveraged finance team with London partner hire

Knights—Ella Dodgson & Rebecca Laffan

Knights—Ella Dodgson & Rebecca Laffan

Double hire marks launch of family team in Leeds

NEWS
Bea Rossetto of the National Pro Bono Centre makes the case for ‘General Practice Pro Bono’—using core legal skills to deliver life-changing support, without the need for niche expertise—in this week's NLJ
Small law firms want to embrace technology but feel lost in a maze of jargon, costs and compliance fears, writes Aisling O’Connell of the Solicitors Regulation Authority in this week's NLJ
Writing in NLJ this week, Victoria Rylatt and Robyn Laye of Anthony Gold Solicitors examine recent international relocation cases where allegations of domestic abuse shaped outcomes
Charlie Mercer and Astrid Gillam of Stewarts crunch the numbers on civil fraud claims in the English courts, in this week's NLJ. New data shows civil fraud claims rising steadily since 2014, with the King’s Bench Division overtaking the Commercial Court as the forum of choice for lower-value disputes
Artificial intelligence may be revolutionising the law, but its misuse could wreck cases and careers, warns Clare Arthurs of Penningtons Manches Cooper in this week's NLJ
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