Best Practice: Making your marketing dollars work
Asked and Answered
By John W. Olmstead, MBA, Ph.D, CMC
Q. I am a partner in a 16 attorney firm located in Baltimore, Maryland. Our clients are primarily business firms. I am the chair of our three member marketing committee which was formed three years ago. Our firm is increasing our commitment to marketing and have increased our budget over the past three years. However, we are not sure what we should be spending our money on. Your suggestions would be appreciated.
A. Hopefully, you have developed a marketing plan and a marketing budget tied to the specific objectives outlined in the plan. Here are a few general guidelines, tips, and best practices:
- Money spent on good clients is money well spent.
- Allocate more money to specific practice areas or niches and individual lawyers than to the firm as a whole.
- Tie passive initiatives to active participation.
- Stand out as a major contributor to a single or a few campaigns rather than making many small contributors.
- Constantly measure and monitor your return on marketing investment. (ROMI)
The Illinois Supreme Court has appointed the Hon. Lisa Holder White, Resident Circuit Judge of Macon County, Sixth Judicial Circuit, to the Appellate Court of Illinois, Fourth Judicial District. White has been assigned to duty with the Fourth District Appellate Court since 2013. This vacancy was created by the death of the Hon. John McCullough. It is effective July 1, 2014, and terminates on Dec. 1, 2014,
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