Posted Jun 22, 2012 05:45 pm CDT
When its former marketing director moved on to another job, a Cincinnati-based law firm decided to try a new approach.
Instead of hiring a replacement, Graydon Head & Ritchey, after considerable thought, brought in entrepreneur Paul Darwish to fill a new position as director of client relations. His job is to try to understand what clients want in a changing business environment, rather than to promote the firm in a traditional way, reports the Cincinnati Enquirer.
“We felt like we were at a crossroads where there’s marketing and then there’s client relationships,” explains Tom Prewitt, who chairs the firm’s executive committee.
“Marketing is expensive, and you can spend a lot of your resources, time, energy and money on advertising, branding and brochures,” he says. “Or you can put your efforts into client relationships: Building them, nurturing them, and that’s the strategic direction that we decided to pursue.”