By Steve Barrett

Mr. Barrett has been active in large law firm strategy and marketing for nearly 20 years, including as CMO at Drinker Biddle in Philadelphia, and similar positions at Seattle's Perkins Coie LLP; Paul, Hastings, Janofsky & Walker LLP in Los Angeles; and Choate, Hall & Stewart in Boston. He can be reached at (978) 473-2156 and barrettsd@comcast.net.

There are many marketing initiatives a firm can do, and I’ve plotted fifteen of the most common in the chart below.  Initiatives in the lower right corner cost the least and produce the highest return on investment.  The initiatives you want to avoid are the ones above the dotted “breakeven” line, in the upper left corner.

This is my own hard-won experience reflected here. I am sure everyone reading this article can identify other marketing approaches to put on the curve and can figure out plenty of other ways to evaluate ROI.  This is not the Koran or the Bible. The point is that all lawyers and firms need to push downward toward the best returning initiatives, whatever you find those to be in your own experience.

Let’s address the two extremes of this curve first.

For the rest of the story visiit Originate! at http://www.pbdi.org/Originate/