Lawyers: Try Sincere & Unique Holiday Marketing Great Law Practices
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Lawyers: Try Sincere and Unique Holiday Marketing

August 12, 2015

Filed under: Client Issues,Enjoying Life,Marketing,Referral Sources — admin @ 5:47 pm

Summer is coming to a close, and it’s time to begin planning your law firm’s holiday marketing strategy. I’m not talking about advertising. I’m talking about connecting with the very people who put coins in your coffers: referral sources and existing clients.

What you spend is up to you. It’s the sincerity behind a thoughtful gesture that makes an impact. Your choice of gift can reveal that you really thought about a person’s interests, hobbies or needs. Your consideration will be noted and likely rewarded in the form of more great referrals and return business.

I have three quick suggestions:

  • Identify and acknowledge your practice’s top twenty referral sources. What would be a unique gift for each person? This is where you might spend most of your holiday budget since you are thanking the people providing your best new clients.
  • From within that group, identify your “next level referral sources.” These top three or five people provided your firm its highest revenue-generating clients this year. Along with a unique gift, include a high quality thank you card containing a note personally inscribed by you.
  • For your key clients, what could you do for them so they know how important they are to your firm? The gesture or gift depends on your practice area, and whether you receive recurring business from these clients. And again, including a handwritten message makes a much better and more lasting impression than a card signed by your staff (or a stamped signature).

Here’s a bonus suggestion:

  • If at all possible, have a staff member lead this project. If no one has time, then hire a temporary marketing assistant. You’ll still be filling out thank-you cards and choosing the gifts, but the actual number-crunching, store shopping, and package wrapping needs to be managed by someone else.

I hope this has helped you and your firm. If you have any questions or ideas you’d like to share, please contact me.



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