PPB October 2020

Market Snapshot After the spring’s stay-at-home mandates, law offices themselves may be permanently quieter. According to Loeb Leadership, most attorneys (67 percent) prefer to continue working from home, even with offices open again. The overwhelming majority (92 percent) of attorneys say they feel they have been able to meet client needs during the pandemic. As lawyers shift to more remote work, firms can use promotional items to make their associates’ home offices more comfortable and functional. Many law firms are also moving their operations out of major metropolitan areas and into lower-cost cities, creating a potential talent war with midsize firms. LexisNexis reports that jobs for lawyers, paralegals and other legal administrative staff are booming in places like Orlando, Phoenix and Austin. Law firms that are moving into new cities—and those that already have roots in the community—can use promotional products to recruit and retain top attorneys and promote their services to individuals and businesses. Another trend to watch in the legal field is diversification. Bloomberg Law reports that many law firms are changing their models to provide clients with more than just legal services. Many firms are launching legal technology and consulting subsidiaries to keep more clients in-house. To promote their expanded offerings and help retain key clients, law firms are smart to incorporate branded products into their marketing mix. According to Vault, bankruptcy and restructuring lawyers are also in high demand. These lawyers can represent debtors, creditors and equity interest holders, and often help restructure a business’ financial affairs. Insurance law is another expanding legal practice area. Attorneys in this field work to advise insurers or the insured on whether coverage exists and litigate when parties cannot resolve a coverage dispute. Litigation may be just ramping up when it comes to coronavirus-related lawsuits, from tenants suing landlords to business interruption claims to wrongful death suits. As of August, more than 4,000 claims have been filed against hospitals and senior-living facilities, cruise lines and airlines, and fitness companies, according to Hunton Andrews Kurth, an international law firm that runs a database of cases that emerge from the pandemic. Even before COVID-19, demand for legal services was growing, according to Deloitte, with most purchasers of legal services expecting to increase their spend on legal services in the next year. As the need for legal representation and guidance continues to rise, law firms and individual attorneys can use promotional products to spotlight their offerings, build brand awareness and prove their expertise. In a competitive field when clients have more choices than ever, branded items allow lawyers and firms to communicate their differentiating factor. Read on to learn how to help your legal clients raise the bar with their marketing by using thoughtful and strategic promotional products. A Look At Modern Lawyers 67% 92% Attorneys who prefer to continue working from home, even after the pandemic. Attorneys who feel they have been able to meet client needs during the pandemic. 85% are white 2% other 3% are Asian 5% are Hispanic 5% are Black 36% of lawyers are women Source: American Bar Association Brunal./.LightField Studios / Mikhail Turovi / Shutterstock.com | OCTOBER 2020 | 63 GROW