When introducing an image program, show slides of clients' logos and printed materials. When proposing client surveys, bring in samples of the surveys clients use with their customers. When scheduling strategy or marketing meetings, ask clients to attend and comment on activities under discussion. Report on good results. Every law firm's internal newsletter or administrative memo should have a section devoted to successes achieved in the areas of marketing, client retention or client service.
Success breeds interest, and descriptions of effective efforts can be instructive to other lawyers.
Integrate marketing into the practice. For marketing to succeed, it needs a continual presence within the firm, in communications, on agendas, and underlying systems. Educate the lawyers. Bring lawyers into the marketing fold, one at a time if necessary. Send a different partner to each marketing conference.