The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Spring.  That time of renewal. When the gray of winter is cast aside and cascades of colors appear. New leaves bud out, birds lay eggs, bunnies are born and the grass greens up again. But renewal is often messy. Fixing dead spots in the lawn requires removal of the dead debris, planting, watering and patience. A great deal of rain must fall to provide the proper growing conditions for many plants to bloom and put out new branches.

Spring is a great time to spruce up your business and do some planting and pruning in your law firm marketing plan. Here are some thoughts on where you can begin.

First, identify anything that didn’t survive the season.  That may include marketing strategies that were shelved or poorly executed.  Give them a long look to see if some pruning and TLC can make them viable.  If not, rip them out and start over with something new.

Second, look for bare spots in the lawn.  These might be areas where you are missing some tools or strategies that can help you achieve your goal.  Take a slow, thorough walk through your legal marketing plans and look for bare spots that you can fill in with some good seed and fertilizer.  Remove any debris that will discourage new growth then cast your seed and water thoroughly.

Third, create spots for surprises.  Find some areas where the bunnies can nest and bring new things into the world.  In your marketing plan, these might be areas where employees can be innovative and bring ideas forward and implement them.  It might be some time for seminars and conferences that allow you to expand your horizons. Allow space for the unexpected in your plans.

Hopefully these tips will encourage you to use this season of renewal to renew your legal marketing efforts

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