Posted by: johnocunningham | February 17, 2012

Client Perspectives on Law Firm Marketing

The legal management consulting firm of Altman Weil recently published the results of a 2011 survey of chief legal officer (“CLO”) attitudes about law firm marketing initiatives.

As part of the survey, 176 CLOs gave “effectiveness” ratings to various forms of marketing, using a scale of 1 to 10 where 1 is “least effective” and 10 is “most effective”. Among the interesting findings were these:

  • Social media ranked lowest with a 2.0 score;
  • Social events was next lowest with a 3.3 score; and
  • Spending time learning about “our business” was far and away the most effective marketing activity, earning a stunning 9.3 tally.

More than a dozen activities were ranked overall, and the main theme of the scoring, from this writer’s perspective, seemed to be that  busy CLOs like useful marketing initiatives (they also liked free webinars and seminars, as well as written newsletters) much more than the “fluff” stuff.

Take a look at the Altman Weil survey, and make your own judgments. Kudos to Altman Weil for offering this helpful look at what CLOs are thinking.


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