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17 June 2020 / Grania Langdon-Down
Issue: 7891 / Categories: Features , Opinion , Profession , Covid-19
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Marketing after lockdown

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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

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Sponsored by
Womble Bond Dickinson—Paula Myers

Womble Bond Dickinson—Paula Myers

Womble Bond Dickinson appoints Paula Myers to private capital team in Leeds

mfg Solicitors—five promotions

mfg Solicitors—five promotions

Law firm mfg Solicitors announces five promotions at Birmingham office

Brabners—six promotions

Brabners—six promotions

Brabners adds six to partnership in record year for partner promotions

NEWS
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NLJ this week: Raising the age bar
Calls to raise the age of criminal responsibility from 10 to 14 have been renewed, with the Bar Council arguing the current threshold criminalises children too early and risks pushing them towards lifelong offending
NLJ this week: Beyond AI hallucinations
The legal profession's AI challenge extends far beyond fabricated case citations, according to a warning about the next phase of technological risk
NLJ this week: AML supervision shake-up
Law firms should use the transition period before the Financial Conduct Authority (FCA) assumes anti-money laundering (AML) supervision to strengthen governance and compliance, experts have warned
NLJ this week: Options for global evidence gathering
Cross-border disputes increasingly demand creative approaches to gathering evidence, with litigators needing to look beyond traditional letters of request
NLJ this week: Indefinite or forever?
A Court of Appeal ruling has clarified the distinction between contracts of 'indefinite' and 'perpetual' duration, with potentially significant implications for commercial drafting
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