ABSTRACT
A well-known advertising acronym often used when attracting new Clients is to create 'AIDA': Attention, Interest, Desire, and Action. Creating a database of prospective, target Clients is very important ideally a centralised database: storing contact details of potential Clients, their interests and preferences, their attendance at events, dinners and responses to various campaigns. This database can be the same one that is used to store Client information, using the appropriate classification of non-Client or prospect. It is important to decide which Clients are likely to provide the most interesting and relevant case material. In planning to create a bank of case material, ideally its selection criteria should align with the firm's marketing strategy which sectors, geographical regions and transactions would be appropriate. The placement of articles in the national, regional or trade press is still considered an effective way of attracting interest from prospective Clients.
