Successful practice area marketing.

• Author: DeLoach, Theresa

Whether you are launching a new practice area initiative at your firm or fine-tuning your marketing of an existing practice area, engaging in some strategic thinking and planning at the outset will help you prioritize and focus your efforts, as well as maximize your time and your marketing dollars. Law firms and corporations are increasingly finding that specialization (and becoming recognized as experts in a particular field) is an advantage. This trend represents a shift from past ideas regarding practices and any marketing related to the practice. As a result of this shift, marketing and practice development personnel are being tasked with finding new ways to effectively engage in practice-specific marketing.

Conduct a Practice Area Assessment

Before you launch yet another direct-mail campaign or plan your next client cocktail reception, clearly define the value proposition of the practice group. The value proposition should be a tangible statement of how a client will benefit from engaging the attorneys in the practice, and it will drive how you deploy marketing tactics to connect your practice area to its target.

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In addition to the value proposition, it is helpful to identify any differences between the internal and external perceptions of lawyers at your firm, as well as the perceptions of clients, prospects and competitors. For example, the members of a firm's transactional group may consider themselves adept at helping in-house counsel evaluate and minimize litigation risk, whereas clients and competitors may perceive them as reluctant to try cases. It is also useful to work with members of your firm to understand the financial picture of the practice group. Appropriate contacts include billing department personnel, revenue analysts and the practice group chair. Note the group's actual revenue, revenue projections and revenue trends and compare them to figures from other practice groups at your firm; also note any differences across offices. Work with your firm's librarian to research trends in case filings to understand the practice's market position.

While this process may seem tedious at the initial stages, it is critical because the group's perception of its financial picture and profitability will affect whether it will adopt or resist your marketing efforts. It will also guide you in determining the amount of time and resources to commit to the endeavor. In addition, demonstrating your understanding of the practice group's financials will help solidify your relationships within the...