Marketing trends for attorneys have changed slightly since 2005 according to Martindale Hubbell’s Harris Interactive Report May 2008. Attorneys seek expert information while making their own determinations.

Attorneys happen to be my best clients. I have the experience to understand the elements of a successful campaign, attitudes toward advertising, as well as the desire for the results.

Yellow Pages are still relied upon by attorneys as a traditional method of advertising.

The Kelsey Group predicts online video will skyrocket from 11 million in 2008 to 1.5 billion in 2012. (See the online video section within this website.) I mention this because the online video information was not addressed specifically in the Martindale Hubbell report, but it should be considered in light of the Kelsey Group observation.

Marketing Responsibility:

Partners continue to have primary responsibility of planning and implementing marketing plans.

Office managers and assistance are more active in marketing decisions.

9% of firms outsource (marketing consultant, marketing service providers, outside agency) have primary marketing responsibility, unchanged since 2005.

Solo practitioners have increased the use of outside consultants by 29% and staff members by 60% (other than partners)

Mid size firms (2-5) increased their reliance by 17% on staff members.

Larger Firms (6 plus) rely less on marketing consultants and more on staff members in 2007 than 2005.

Marketing Spend:

There has be a slight increase of revenue spend over the last 2 years. Over all a consistent spend level.

Solo Attorneys:

• Increased their spend 5% in 2007 over 2005
• Spending at a consistent level as 2005

2-5 Attorneys:

• More than doubled their revenue of 5% over the last 5 years
• Decreased their spending over $10K (30% vs. 33%) since 2005

6-10 Attorneys:

• Slightly increased their spend of 5% or more
• Decreased their spending over $10K (3% vs. 46%) since 2005

11-20 Attorneys:

• Followed the same pattern in allocating marketing revenue in 2007 than 2005.
• Increasing their spend over $50K (19% vs. 13%) since 2005

Time Invested:

Marketing efforts still remain an important "non law" activity, without significant change since 2005.

Firms with fewer than 10 practitioners report no significant change.

Firms with over 11 practitioners spend slight decrease since 2005, due to assigning the activity to other staff members.

Utilization of marketing tactics:

Firms are maintaining and utilizing traditional marketing tactics, Yellow pages, legal listing, client entertainment; they are embracing new technologies, such as blogs and paid placements on search engines.

Website remain the highest marketing value perception, regardless of firm size, and has not changed over time. Spending has increased 23% since 2005. Firms With 2-5 practitioners has increased their website spend by 64%.

Smaller firms are trending toward Yellow Pages and Legal Listings.

Larger Firms are trending toward client entertainment being the leading choice is on the decline from 2005 (23% vs. 32%).

Internet Marketing:

Law Firms continue to use Website to attract new clients and are utilizing new techniques.

Blogs have increased 4 times in 2007 vs. 2005 (8% vs. 2%) indicating that firms are willing to explore new techniques as well as maintaining traditional marketing efforts. Blogs are beginning to demonstrate value in attracting new clients yet only 1% of revenue is being allocated toward this.

Networking and referrals are still building law practices yet online activities are also prevalent integrating marketing campaigns.

Search Engine optimization has increased since 2005 (55% vs. 50%).

Online legal site attracted slightly more clients (14% vs. 12%).