Marketing of a legal firm in Bloemfontein
Otto, J. P.
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During the theoretical research regarding the importance of marketing practices for legal firms, it was concluded that marketing has become an essential part of all businesses including legal firms. It was found that marketing is an important aspect due to its contribution to the reputation and product awareness of the firm and also its contribution to the competitive sustainability of the firm within the legal market. It was also concluded that for marketing of a legal firm to be effective, it must be based on a strategic marketing plan. The theoretical research undertaken regarding restrictions and limitations on marketing practices of legal firms reveal that certain legal as well as moral restrictions need to be taken into account when contemplating marketing of a legal firm. Yet, it was found that moral restrictions have far less influence on marketing practices than in the past and that legal restrictions represent the main factor to take into account. The theory indicates that the most effective marketing tools to utilise with reference to the marketing of a legal firm are the same tools that than any other business could utilise during marketing. Internet marketing, word-of-mouth, article marketing and social media are all tools that can be utilised. The main difference when utilising the marketing tools is the restrictions that is placed on the content, which may be incorporated within the marketing tool utilised. The findings during the field research undertaken indicate that most legal firms in Bloemfontein are also of the opinion that marketing of their firm is of the utmost importance to achieve competitive sustainability within the Bloemfontein legal market. Although most are of the opinion that marketing is an important factor in 54 achieving competitive sustainability, only a small number of the firms utilise a strategic marketing plan and most firms do not make use of a specialist for marketing purposes. The findings indicate that most firms in Bloemfontein are aware of legal as well as moral restrictions with regards to marketing of legal firms. The findings indicate that although legal firms in Bloemfontein are aware of the movement to utilise modern marketing tools, traditional marketing tools that include direct marketing and word-of-mouth are still utilised by the majority of legal firms in Bloemfontein.