Marketing plans help firms attract clients and retain existing ones. The best plans set specific targets and measures progress towards achieving them. Set aside sufficient time and money to ensure that your plans succeed. d. It is proactive rather than reactive. Click here for a year-by-year plan for marketing legal services that was prepared by Larry Bodine, a marketing expert. Bodine's plan provides a timetable for using tactics like networking, publishing, and public speaking. For further study, read articles about marketing strategies and tactics. Also see the ABA's Lawyers Guide to Marketing on the Internet.