Practice Management

Limited Law Firm Budget Produces a Winning Strategy

By Tom Collins

Ross Fishman is a smart marketing guy.  I have mentioned him in several prior posts (for example, the posts Marketing 101 and Getting Agreement to Change).

Writing for the FrontLines section of the December issue of the Law Practice, Ross again demonstrates that there is magic in applied Marketing 101.  Working with a 20-lawyer law firm in Salinas, California, Fishman turned a marketing problem into a winning business strategy. The problem was a limited marketing budget.  Ross? solution was to narrow the firm's marketing efforts to a single industry.  In this case, the farming industry, which just happened to be the dominate industry for the area.  All of the local law firms handled some agricultural clients, but no one had ever targeted the industry.  With Fishman?s guidance, the Salina law firm did. Fishman turned a limited marketing budget into a winning business strategy?targeting a narrowly defined delimited market with a strategy to dominate it.   For more on the benefits of such a strategy, see the prior post Importance of Market Position for Law Firms.

I don?t want to steal all of Fishman?s thunder. You can read the case study starting on page 8 of the December issue of Law Practice.

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Full post as published by More Partner Income on December 13, 2007 (boomark / email).