Niche marketing helps firms reach new clients: a winning strategy will match the strengths of attorneys with the needs of a targeted market
Article Abstract:
Law firms can use targeted marketing research and campaigns to get the best value in expanding and solidifying their client base. Important research questions include the firm's own strengths and capabilities and how these correspond to market needs, and the market's size and nature. Any campaign should seek ultimately to create a face-to-face meeting, in which the firm must convert prospects into clients. Advertising and marketing campaigns ought to emphasize one or two key qualities of the firm.
Publication Name: The National Law Journal
Subject: Law
ISSN: 0162-7325
Year: 1995
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Legal gourmet serves manners to profession; an etiquette expert teaches attorneys how to cook up a feast of new business
Article Abstract:
Mary Crane is a lawyer who founded Chrysalis Consortium Inc, a consulting firm to teach lawyers etiquette. Her experience also includes the position of assistant chef on Pres Clinton's staff. She started the firm because of her interests in food and law, with the goal of teaching lawyers to increase rainmaking via their social skills. Crane claims to hear from legal recruiters that younger associates need etiquette lessons.
Publication Name: The National Law Journal
Subject: Law
ISSN: 0162-7325
Year: 1997
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