Semana Económica publishes an article in which it analyses the commitment of law firms in Peru to legal marketing as a means of differentiation in the market. Marc Gericó, managing partner of Gericó Associates, shares his views on the subject.
The objectives are clear, explains Semana Económica, to maximise visibility and gain authority with potential and recurring clients, who are often looking for a strategic business partner and not just legal advice. The ways to meet this challenge vary according to the economic possibilities, strategies and culture of each law firm. Some have opted to create in-house marketing teams, others have outsourced such tasks and there are even those that have opted to create their own legal marketing company.
In some cases, the lack of adequate planning limits the impact of the communication effort and the studies are limited to traditional and disjointed actions, such as sending newsletters, posts on social networks or disseminating rankings. ‘A very high percentage of their strategy is to be grateful for recognition in awards. If they saw themselves as legal entrepreneurs, they would think more strategically,’ says Marc Gericó.
International firms established in Peru tend to start with a certain advantage
In the marketing race, international firms based in Peru tend to have an advantage, as they follow the guidelines of a more experienced parent company. Cuatrecasas, for example, has a regional team that manages business development along with the marketing plan.
In the coming months, demand for legal marketing services will continue to increase. However, it remains to be seen whether law firms will align communications efforts with a business plan that includes long-term goals and metrics.
You can read the full article here.
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Gericó Associates is the leading legal marketing and legal communications consultancy in Spain and Latin America. If you need advice for your law firm, contact us.
