The legal profession in Australia is facing an array of new and competitive market forces. The use of marketing techniques is seen by many in the legal profession as the answer to these forces. The question is how well equipped are the legal firms to cope with these issues.
This study has attempted to analyse the characteristics and problems of marketing the legal profession. It does this by focusing the issues from one of a general service industry to a professional service industry and specifically the legal profession. Through the use of primary data collection, via an attitudinal survey, it has identified the deficiencies in the understanding of marketing by solicitors. Finally, the paper investigates the opportunities that exist for solicitors to optimise their marketing efforts.
The major findings of the report were as follows:
- Queensland solicitors in general have a positive attitude towards marketing.
- Queensland solicitors have difficulty in differentiating the components of the marketing mix as it relates to their services.
- Queensland solicitors have a poor understanding of the marketing concept.
-Queensland solicitors while generally in favour of advertising and promotion are unsure of its effect on their profession.
-Queensland solicitors recognise a need for a client orientation.
-Queensland solicitors recognise a need for strategic marketing and market planning.
- Younger solicitors have a more favourable attitude towards marketing than older solicitors.
-Queensland solicitors consider legal services to be reasonably priced.
The study raised a number of issues relating to future marketing activities by the legal profession. Of major importance is the poor understanding of the marketing concept and the inability to differentiate between the components of the marketing mix. Further education and facilitation by marketing professionals is recommended.