The impact of COVID-19 on future business development, travel, networking and pitching for work remains to be seen, while the extent of the anticipated economic downturn is another unknown. Amid the uncertainty, legal businesses are investing in marketing and promotions to ensure they are in a position to take advantage of opportunities that arise.
Clare Rodway, Kysen PR, said: ‘As we come out of lockdown, there will be a land grab for market position in both the legal profession and the wider business world.
‘The competitive landscape is going to be very different. Some firms and businesses will have gone bust, others will have changed beyond recognition, while the move to more digital working has accelerated exponentially.’
But how do firms and chambers make the most effective use of their marketing budgets?
Serle Court CEO, John Petrie, believes changes to the business landscape could last 18 months or more. His chambers has switched its marketing activities to online events such as virtual conferences. However, he predicts ‘the more significant challenge will come as we emerge from social distancing in determining what mix of the old and the new provides the best output’.
Ruth Napier, director of business development & marketing at Cripps Pemberton Greenish, explains that the key to smart digital marketing in the current climate is getting the tone, relevance and frequency right. She highlights the importance of engagement with clients and prospects after each marketing event.
Legal marketing and communications specialists share their thoughts and advice in this week’s issue feature for us by Grania Langdon Down.
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