Setting a marketing plan for small law firms

April 10, 2007 on 5:20 pm | In Legal Marketing | No Comments

Most law firms, especially smaller ones, market in an ad hoc manner. Every marketing decision is taken on a case-by-case basis and decided without any consistent rationale. Though planning law firms can improve the return they receive through marketing.

There are two basic approaches to setting a marketing plan budget: top-down and bottom-up. The difference in these two approaches is often seen as starting with strategy and then choosing one’s tactics, or first selecting the best tactics and then devising a strategy around them. In practice, one often goes back and forth between the two.

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