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How does a law firm marketing association
fit into the picture?
There are a group of people working
together called the Legal Marketing Association. The growth of this
organization is quite incredible, which only points up the growth of
marketing in the legal industry.
The membership of this law firm marketing
association doubled in 2004, and has grown 80% in the last 3 years. Now that
is growth. The Legal Marketing Association is a nonprofit group founded in
1985 that is committed to serving those involved in law firm marketing.
They do have 15 local chapters around the USA. This growth probably
relates to the growth in attorney
marketing of all kinds.
This law firm
marketing association is not primarily lawyers, of course, although 74% of
the largest law firms in America are represented in the membership
of the association. The association reports, "Members are law firm
partners, marketing professionals, consultants and vendors who support
legal services marketing."
What are the
Benefits of Joining?
Among other services, the Legal Marketing
Association does have a "job bank" for those who want to post or
are seeking a marketing position (fees apply). Full membership into this
law firm marketing association is $450 with limited membership being $250.
Here's the way I see it:
-
If you
are an attorney seeking help in attorney marketing I don't see
much value in this membership.
-
If you
are a marketing professional on a salary working in a law firm
and planning to make lawyer marketing your career, I would consider
joining.
-
If you
are an attorney inside a medium to large size firm with major
responsibility for the marketing function, then I would consider
joining.
-
If you
are a vendor seeking sales or looking to land a good
marketing position or seeking to use the membership for added
credibility, then you might want to join. This is especially true
if you are in one of the major cities where they have chapters with
regular meetings. You must be a member of the national association to
participate in the chapters.
I don't know
of another law firm marketing association in the USA. I have not found any
others in other countries, either.
The Best Path to
Attorney Marketing Information
I think the best place for attorneys to
seek more information about attorney marketing is through their state,
national or professional association's practice management sections,
or maybe the solo and small firm section. Usually the fees are quite
reasonable compared to the fees noted above. They often provide
educational opportunities locally.
I would also note many state bar
associations have law practice management offices with some staff that
can help you in many ways as well. They can direct you to vendors who
would be helpful.
Bottom line: I would not rush to
join a law firm marketing association as a first choice for most
attorneys.
Keep reading since we are moving now into
some attitudes about attorney marketing and what it takes to be successful
in marketing
for lawyers.
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