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CD: Research and Surveys: Marketing's Most Underutilized Tools
Research and Surveys: Marketing's Most Underutilized Tools
In our industry surveys and research are performed to address timely and relevant issues, trends and data meaningful to today's lawyers, marketers and industry professionals and to gather information on the best and brightest in the legal profession. While surveys attempt to capture current trends in business and attitudes and can be used to increase your business development knowledge, examine trends in the industry so you are two steps ahead of the game, research comes in many forms and is today's smartest way to gain competitive intelligence. Before the television ads, before the radio spots, before the magazine spreads, even before the colorful brochure, comes the research and surveys. Two key and often over looked components valuable to every marketing campaign.
Topics will include:
- Importance of incorporating external market research and internal research as part of a branding/positioning initiative
- The bigger strategy of strengthening relations with senior in-house counsel.
- How law firms use market research, information it can provide and ways it can improve decision-making.
- What methodologies are available, how to determine which is best for a particular project, making decisions about the population/sample, writing effective questions, and lots of “dos and don'ts.”
- How many law firms use surveys
- Top 10 things Clients want to know.
- Value clients get out of surveys.
Moderator:
Elizabeth Lampert
Director, LJN's Web Audio Division
President, Elizabeth Lampert PR
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