Why don't law firms practice real marketing? Of the 7 Ps of service marketing, at most law firms do the promotion piece.
Is it because marketing is still relatively new and law firms don't really understand it, or is it because they still think of marketing as making documents look pretty and booking tickets?
My thoughts about the need for more creative marketing in the law. For more ideas and thinking visit www.thirteenideas.com
The Chartered Institute of Marketing describes marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”. Law firms don’t practice real marketing. Service marketing is about the 7 Ps - product, price, place, promotion, people, process and physical evidence. At most, law firms do the promotion part. When was the last time law firm marketeers were asked to help design new products, or package existing services in a more efficient way? How often do they get involved in pricing models to ensure that clients feel they’re getting real value for money and work is profitable for the firm? Hardly ever.