New, progressive marketing efforts pay off with concrete results

Since restrictions on marketing were relaxed a few years ago, Hong Kong's law firms have gradually begun to belie their image as bastions of conservatism, embracing increasingly progressive marketing agendas in their attempts to succeed in a highly competitive marketplace.

In-house marketing teams are now the norm rather than the exception, and firms regularly employ a full range of advertising and communications campaigns to effectively convey the message to potential clients that their firm is worth hiring.

With the increasing sophistication of law firm marketing techniques comes an awareness of targeted strategies that can bring more concrete results, says Baker & McKenzie managing partner David Fleming.

'Increasingly, marketing activities are focused on tailored business development, rather than broad-brush profile-raising activities,' says Mr Fleming.

'More resources are required to provide the necessary support and back-up for this type of activity, to enhance client relationships and potentially position firms to win new work. Such activities do bring client relationships and retention management to the fore.'

Deacons managing partner Lindsay Esler underscores this need for specialised marketing techniques.

'We have always had in-house marketing capability, but we are now focusing on more specialised marketing in areas where we believe the greatest potential will lie,' says Mr Esler.