Strategies is The Journal of Legal Marketing.
July’s issue of the Legal Marketing Association’s publication focuses on crossing borders: how best to implement marketing and communications in overseas markets.
Juliana Garcia is Acritas’ Director of Strategy & Business Development – Americas. Together with legal services strategist Marisa Mendez, the pair share their expertise on creating and implementing a winning international marketing strategy and confirm that ‘one size does not fit all’.
During a 2009 survey of legal buyers worldwide, conducted by Acritas, international buyers were asked to name the main challenges they faced when procuring legal advice overseas. The findings demonstrate that, whether servicing local clients or those from your home country overseas, it is critical not only to understand but also to demonstrate knowledge of the local market.
The article therefore offers guidance to support legal marketers in protecting their brand while embracing a new culture. Details of a best practice approach to successful global marketing are also provided.