2. Panel Discussion: No longer can the Legal Industry do without Marketing Nick Eastwell,Kinstellar

3. No longer can the Legal Industry do without Marketing • True or False? • The “Anglo-Saxon” approach • Marketing efforts are wasted!

4. No longer can the Legal Industry do without Marketing • The Client’s perspective • Direct approach • Failure to follow-up

5. No longer can the Legal Industry do without Marketing LAW FIRMS’ MARKETING MISTAKES: • Unfocused mailshots • Too pushy; hard sell • Not understanding clients’ needs • Cold calling • Trying to appear expert in field when not! • Talking and not listening

6. No longer can the Legal Industry do without Marketing • WHAT FORMS OF MARKETING ARE MORE EFFECTIVE? • Seminars • Arranging meetings • Newsletters • Conference speaking • Commissioning and publishing research • Websites

7. No longer can the Legal Industry do without Marketing • WHAT FORMS OF MARKETING ARE LESS EFFECTIVE? • Press coverage • Corporate hospitality • Directory entries • Brochures • Business event sponsorship • Advertising

8. No longer can the Legal Industry do without Marketing • WHAT IS THE BEST FORM OF MARKETING? • Do an excellent job • Build a strong reputation • Client recommendations

9. No longer can the Legal Industry do without Marketing • DEVELOPING A MARKETING STRATEGY • Proactive client retention and client generation culture • Training and personal development of lawyers • Client relationship management programme • Measuring client satisfaction • Effective RFPs • Cross-selling

10. No longer can the Legal Industry do without Marketing • The modern law firm conundrum • Branding • Marketing within the Legal Industry • Effective introduction • Joint pitching