How much should you spend on marketing during a recession? Here’s what the research says

April 13, 2020

Image source: Vaile, Roland S., “The Use of Advertising During Depression,” Harvard Business Review, 5 April, 1927. 

As COVID-19 sweeps the world, our economy is quickly going down the toilet (along with stockpiles of toilet paper). Unfortunately, we are likely already in a recession. For marketers, recessions have historically been scary times. Often, marketing seems like the easiest thing to cut. But is that wise? 

As a marketer, if I wrote a blog post telling you to increase marketing during a recession, I’d look a little self-serving (to say the least). So instead, I decided to look at what the research tells us about marketing during recessions.

What I found is overwhelming evidence that it pays to maintain — and in some cases increase — marketing expenditures during an economic downturn. As Peter Fader of the Wharton School said, “As companies slash advertising in a downturn, they leave empty space in consumers’ minds for aggressive marketers to make strong inroads.”

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How law firms should communicate about coronavirus

March 14, 2020

Unless you’re living under a rock (which might be a good place to be right now), you know we are living through a global pandemic, as the novel coronavirus, or COVID-19, spreads throughout the world

While this isn’t a time to panic, it is a time for thoughtful, deliberate action. While I can’t provide technology, human resources or other operational advice, there are some crisis communications best practices that are helpful to remember when considering your firm’s approach to communicating about the virus. 

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The ultimate law firm marketer holiday gift guide

December 10, 2019

The ultimate law firm marketer holiday gift guide

‘Twas the night before holiday vacation, and all through the law firm, not a body was stirring — except for you, that dedicated marketing director finalizing next year’s budget. OK, maybe you’re also watching for price drops on Amazon. ‘Tis the season, after all. And, since you likely bought, wrapped and sent all the firm’s client gifts, plus dreamed up an awesome holiday e-card, isn’t it time to treat yo’ self a bit?

With that in mind, we’ve compiled the ultimate holiday gift guide for legal marketers. There’s something on this list for everyone — and you might want to share it on your social media so, you know, colleagues and loved ones see it in case they’re at a loss for what to buy you. Printing off copies and “accidentally” leaving them lying around is also acceptable. Make sure to circle your top choices in red ink.

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