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27/02/2008

Marketing at NORDIA LAWFIRM (DENMARK), by Rasmus LUND


We have a general marketing strategy contained in a so-called “strategy paper” describing the overall strategy and marketing strategy of the firm. The partner in charge of marketing regularly follows up towards each law firm department and the head of each department follows up towards the employees in that department.



In terms of advertisement, we paid for a series of advertisements in a special professional branch magazine called “DesignMatters” for and we used this to opportunity to have several personal interviews with us in other sections of the magazine. I enclose an example of the adverts.

I don’t think you get a new client only because you advertise, but combined with other activities and networking the adverts help you getting known and gives you a kind of “official recognition” in the market.

So far we have only made dinners, lunches etc, but in some cases we have invited different client in the same branch or with same interest to a common dinner. We are planning to make symposia inviting other professionals as speakers and then a large group of clients as guests. It is important not only to talk business, but to get a better personal relation, because this creates trust between you and the client. The outcome is positive, because during a dinner you get a chance to talk much more and develop ideas than during a normal meeting.

My personal marketing plan is presently under construction. It will be a plan describing what new clients to pitch on, what branches to be known in, what networks to join, a number of articles to be published. I will be part of our “Pharma-Lifescience” department and this department will have an overall marketing plan to be concretised in individual plans for each employee in this department. On a regularly basis (every week or month) the head of each department coaches each employee in relation to his/her personal plan.

The mere effort of writing down some activities and goals and to do follow up will always make you do an effort in a stressful day where clients and busy cases normally takes most of the time. If you systemize and work a according to the plan, you will get results. Many of our existing clients have come as a new client a consequence of a specific marketing activity. The same applies for selling for services to existing client.

Rasmus LUND, Lawyer (Copenhagen - DENMARK)

2 comments:

EMD said...
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EMD said...

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