Survey shows legal marketing is busier than ever.

• Author: Johnson, Jennifer
• Position: LEGAL MARKETING TRENDS

IN FEBRUARY 2009, WISNIK CAREER ENTERPRISES SURVEYED MORE THAN 100 IN-HOUSE LEGAL MARKETERS whom we have placed to get a snapshot view of how they are faring in today's marketplace. Despite all the negative headlines about the industry that we read every day, legal marketers responded with positive feedback about their job situation and satisfaction.

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Legal marketing services are in demand

Ninety-one percent of respondents say the demand for their department's services has increased in the past six months [see chart].This shows that marketing services are gaining momentum and are a must-have for law firms. Just as lawyers are masters of their craft, marketing personnel are hired to serve a professional need as experts--to help lawyers put their best foot forward with current and prospective clients.

Has the demand for your marketing department's services increased over the past 6 months? NO 9% YES 91% Source: Wisnik Career Enterprises, Inc. Note: Table made from pie chart. Gone are the days of strictly planning events and marketing brochures. While these certainly remain an essential part of a good marketing plan, the level of sophistication of strategic programs has risen rapidly. It is no secret that many lawyers have a little more time on their hands than in the past--this is the perfect opportunity for a marketing professional to make a substantial contribution. For example, we regularly meet marketing professionals who are sitting one-on-one with lawyers to help them develop marketing platforms.

They are looking at top clients of the firm, of key practices and within key industries to identify opportunities; proactively generating reports on key client activities, presenting them to the attorneys and encouraging them to reach out to clients for new business; and are actively participating in the RFP process and pitch preparation.

Legal marketing professionals are committed

Eighty-four percent of respondents say they plan to be in legal marketing three years from now Some of the comments from survey respondents included:

* "I find legal marketing to be challenging, intriguing and always changing."

* "The diversity and range of projects we take on keeps me engaged."

* "One minute you're working on research analysis and the next on a client event."

One of the most wonderful things about working in a law firm is the level of intellectual stimulation--these firms are packed to the seams with the best and brightest. We...