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The Changing Landscape in Law Firm Marketing
I was recently honored to speak at the Annual Marketing and Management Seminar held by the American Association for Justice (AAJ), an organization devoted to helping attorneys fight for their clients against negligence and misconduct. It was an extremely rewarding experience, and I’d like to share some of the topics I discussed.
A Sea Change
The last 10 years have seen a dramatic shift in the way many law firms market themselves. Legal marketing and business development have largely shifted from building personal relationships and credibility in a community to non-personal relationships based on television ads, the Internet and call center campaigns.
In a sense this shift has been inevitable, as technology has become so ubiquitous. Just about every home has a computer and an Internet connection, so it’s extremely efficient to use the Web to connect to present and potential clients. However, the cases built on relationships, in my opinion, remain the most satisfying from both a personal and professional perspective.
The bottom line of my presentation was that relationships still matter. When attorneys get involved in the community as volunteers, they will reap benefits they may have never imagined. I know I found the time I spent as president of the Louisiana Association for Justice and the AAJ was incredibly beneficial – both personally and professionally.
At Baron & Budd, we employ the latest technology to connect with those we serve – and those we hope to serve in the future. However, we will never ignore the importance of building personal relationships. We strive to communicate with our clients on a regular basis to make sure they are not only completely informed regarding their cases, but also completely confident they made the right choice by partnering with us.
That commitment is as strong today as when we first started nearly 40 years ago, and will never change.