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Best Practices In Law Firm Marketing: Think Strategically and Tactically For Maximum Results Part one of two

By Barbara Weckstein Kaplowitz

If you've watched “That '70s Show” and lived through the era, you get a good chuckle out of reminiscing. If you're a bit younger, the music, clothing and situations may seem like strange rituals. So it is with the changing landscape of law firm marketing. For firms who market successfully, the promotional-based approach of the '80s has morphed into something that's far more strategic and owes more to long-range planning than it does to short-term tactics.

According to speakers at a recent audio conference, “Best Practices in Law Firm Marketing” ' sponsored by the Institute for Office Management (IOMA) ' strategic plans, effective research and communication, and attorney coaching top the list of must-do's for leading firms. Says Norm Rubenstein, partner, Washington, DC-based Zeughauser Group: “In the early to late '80s, the focus at law firms was promotional. Activities were random. We were opportunistic. Today you see a true movement towards integrated marketing programs. Every element of outreach to existing and prospective clients is coordinated. These are no longer best practices. These are requisites for success.”

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