Law firms are squandering tens of millions of pounds a year on marketing that they do not even believe is effective, research revealed this week.

A survey by consultancy Swimming Ducks found that, despite a 300% hike over five years in the marketing budgets of the 102 firms questioned, most had little faith in the effectiveness of their marketing strategies.


The report estimated that these firms alone were wasting £5 million a year. Some £800,000 was spent on fruitless direct marketing - a technique used by 70% of firms, even though a majority of those considered it ineffective.


Corporate entertainment and PR were used by 80% of firms, yet less than half said the techniques worked as a business development tool. However, they did not plan to re-prioritise their marketing spend, however.


The survey, in which three-quarters of respondents had less than 25 partners and 14% more than 50, showed that the typical annual marketing budget is now £150,000.


But more than one-third of firms conducted no strategic analysis of the results achieved. Among those that did measure their marketing success, expectations were low.


Tony Williams, management consultant at Jomati, said: 'Marketing teams are doing a lot, but it is not properly structured or focused and there is insufficient rigour in what they are doing. Money is being spent but not necessarily in a way that raises a firm's profile or differentiates it.'


Giles Rubens, consultant at Hildebrandt, added: 'Firms are benchmarking, so that they are doing the same as everyone else, but very few are appraising their effectiveness or have a target list of clients.'


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