“Legal Marketing Trends. Is Your Firm Prepared?”

I had the good fortune to be invited to present in Amsterdam at the annual global conference of the International Society of Primerus Law Firms.  I spoke on the topic of “Legal Marketing Trends. Is Your Firm Prepared?”  It’s a fun survey presentation, allowing me to poke some gentle fun at some of the member firms’ websites and marketing efforts, while covering a wide range of marketing topics and techniques, from branding and websites to public relations, logos, photography, networking, etc. 

I’m a big fan of international law firm networks.

I think law firm networks can offer significant value compared to the large global firms. 

Smaller firms can combine high-quality skills and client service with lower hourly rates, smaller teams, and more partner attention. When you add local knowledge in dozens or hundreds of cities worldwide, and a close-knit social structure, you have a pretty strong value proposition.

Of course, not all networks are created equal.

The good ones are vetted well beyond the capacity of any individual company or client. Others are simply poorly run global conglomerations of mediocre firms. (Avoid those.)

In Amsterdam, I could see that the Primerus member lawyers and firms were highly skilled and closely knit. A great group; I’d recommend them.