Utilization of Marketing Tactics

Spending for most marketing tactics has remained consistent. The most notable exception is a decrease in spending on print or online Yellow Pages over the past three years. Small increases in spending are prevalent with online marketing tactics, including firm Web sites, lawyer directory listings on sites like lawyers.com and martindale.com, and pay-per-click placements.

While law firms devote their marketing budgets to similar tactics, size tends to dictate the percentage of their budgets allocated to certain tactics. Larger firms (6-20 attorneys) allocate more of their budget to client meals and entertainment than smaller firms (1-5 attorneys). Larger firms spend 30% while smaller firms spend 18% of their budget on this tactic. Larger firms tend to spend almost twice as much on event sponsorships and giving/hosting seminars than smaller firms. Smaller firms spend twice as much of their budget on print/online yellow pages than larger firms. Pay-per-click placements and legal Web site sponsorships are emerging areas.

Source: Harris Interactive study - September 2005

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