It is hardly surprising that smaller firms in particular feel that marketing is an ineffective tool in their armoury of business-getting initiatives (see [2005] Gazette, 26 May, 1). Hard-earned fee income is paid out to hard-sell public relations companies on a promise of a good return kicking in almost immediately, but invariably even after considerable expenditure of both time and money there is little tangible evidence of an increase in bills delivered.


However, in a highly mixed profession it should be understood by all those partners yet to be convinced of the efficacy of splashing out on the hire of the local civic centre for a worthwhile charity event or the funding of the match ball at the next Premier League home game, that retention of a high profile in a ruthlessly competitive environment will ensure that the firm is at the very least not marginalised through a distinct lack of marketing activity.


Promotion of legal services is now a highly visible fact of life and the profession cannot afford to ignore its benefits. The idea that for every one pound spent double the amount must be elicited in return is likely to cause yet further disillusionment among those who were only ever reluctant converts. Practitioners should ensure that money is spent wisely in accordance with objectives, which must forever adapt in a changing marketplace.


Above all, a positive attitude is vital to the success of any form of advertising, however subliminal, as the bottom line is not always the most accurate gauge of outcome.


Bill Jackson, solicitor, Nottingham