Law Firm Marketing Spend Surged This Year, but It’s Still Below Pre-Pandemic Levels
Founder and CEO of Furia Rubel Communications, Gina F. Rubel, Esq., is quoted in The American Lawyer by Justin Henry in Law Firm Marketing Spend Surged This Year, but It’s Still Below Pre-Pandemic Levels.
“Rubel and other industry observers interviewed for this story said marketing brass historically has been left out of board room conversations about a firm’s strategy. But as law firm leaders turn their attention to online branding, marketing chiefs are gaining a seat at the board room table and growing the proportion of operating funds allocated to their departments.
‘Look at the percentage of spend and look at what your goals are. Depending on your business goals, [spending on marketing] has to be comparable,’ Rubel said. ‘That’s what a smart business does. That’s why it’s so important for firms to have their CMOs, strategic partners be privy to that information.’
Rubel also said her midsize law firm clients have kept marketing expenditures consistent throughout the pandemic. But how many resources a law firm devotes to marketing and business development largely depends on the firm’s culture and leadership priorities, she said.
‘If the culture is all about profits per partner and that’s their primary focus, then they’re going to cut back on their marketing expense,’ Rubel said. ‘If the culture is let’s grow through talent acquisition and clients, then they’re going to invest.’”
To read the full article, go to https://www.law.com/americanlawyer/2021/09/29/law-firm-marketing-spend-surged-this-year-but-its-still-below-pre-pandemic-levels/. A subscription is required.
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