Aim high in the downturn

It must be tempting for any commercial business to cut back on its marketing budget in the teeth of a recession.

That temptation is probably even greater at law firms, as many solicitors remain sceptical of the exact benefits of maintaining a gang of smooth-talking and sharp-suited public relations consultants.

However, to do so would be a mistake, and it is pleasing to see research this week which suggests many solicitors' firms agree.

It is arguable that the right time to increase marketing efforts is when the economic forecast turns gloomy.

The dialectic is simple.

In boom times, when there is plenty of work around, good firms can succeed simply by opening the windows and watching the instructions fly in.

In contrast, in bad times the work begins to dry up and existing and potential clients become more discriminating and elusive.

That is when defining and separating a practice from the herd becomes crucial.

And that is when firms should be investing in top flight marketers specialising in business development and client care.

All well and good for the large company/ commercial firms that have the resources.

But what does marketing mean in the high street? And when it is defined, can hard pressed high street firms afford it? Marketing takes a variety of forms, not all of them involving the sharp-suited brigade - see our feature on law firm names.

But for times when more advanced forms of marketing are required, the recent innovative moves of some specialist personal injury firms to collectivise their efforts is a good starting point.