5 Ways You Can Stand Out This Holiday Season
This article may be written in November, but it’s never too early to plan your holiday marketing. No matter what you celebrate, the spirit of the holidays is contagious – it seems that everyone is in a good mood. It’s a unique time of year that allows for some creative marketing tactics for your law firm. Take advantage of the season by incorporating these holiday marketing ideas into your law firm.
Decorate Your Office
Lighten up your office space with some holiday decorations. You don’t have to go all out or spend a lot of money but purchase a few items to make the room feel warm and welcoming. Depending on your practice areas, your clients may be facing serious hardships in life and decorating your office may put a smile on their faces. At the very least, it’ll be refreshing for staff members who walk into the same office-carpet every day.
Become More Involved in the Community
While community marketing opportunities are available year-round, they are amble during the holidays. The holiday season is a time of giving, and with a quick Google search, you’ll be able to find a list of local volunteering opportunities. Depending on how much time you want to spend in community marketing, you could take your team off-site to do volunteer work (wearing law firm branded items, of course), or you can sponsor a local event. Either way, you are putting your name out there in a positive light.
Here are a few ways you can increase your community involvement during the holidays:
- Host a food drive for your law firm/office building (make it a competition to fuel participation)
- Serve meals at a local soup kitchen
- Have a Toys for Tots collection box in your office (you can request one through their website www.toysfortots.org/)
- Give a family a gift of a home by volunteering with Habitats for Humanity (especially fun if you live in a place that has a warm climate during the holiday season)
- Collect new or gently used coats, hats, and gloves to donate
- Make a donation to a charity of course in your law firm’s name
- Volunteer at donation centers to help them collect and sift through items during the busy time
- Don’t like any of these ideas? Just Google, “[location] holiday volunteering opportunities” and you’ll be directed to a website of your area that lists local events.
Write Holiday-Related Website and Newsletter Content
We can all get in writing-ruts, feeling like we’ve already discussed everything important in our website articles. The holidays can be a wonderful source of inspiration for both educational-content and blog posts. For example, car accident rates increase during the holiday season, so a personal injury attorney can write about why and how to keep yourself safe (but if you do get in an accident – this is what you do). DUI attorneys can give warnings and advice to those who may be drinking with family and friends and driving home after not realizing how much alcohol was consumed. Whatever your practice area may be, it most likely can be connected to the holidays and turned into content.
Send Out Holiday Cards (and Make Them Personal)
People don’t expect to receive a Christmas card from their law firm, and by doing it in a unique way you can really make yourself stick out. Personalize the card with a message from you and pictures of you and your family/your team. Do I expect you to sit down and write by hand the same message over and over again? Of course not. You can purchase handwriting-style fonts that can trick the eye, outsource the work to people who will handwrite it, or write one note and have it flawlessly photocopied. No matter how you do it, sending out a personal holiday card makes you appear more approachable and personable to your clients. They get to know you as a person and not just you as an attorney.
Host a Giveaway Through Your Newsletter
In addition to giving back to the community, you can give back to your past, present, and potential clients by hosting a giveaway. You can get creative with this one because the criteria to enter the giveaway is entirely up to you. A go-to that everyone can participate and can put a smile on your face is to ask people to send in their favorite holiday memory. Winners can receive gift cards to a nice restaurant and can be highlighted in your newsletter. But that’s just one idea – your call to action and award can be whatever you’d like.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.