3 Reasons to Use Promotional Items in Your Lawyer Marketing Campaign
Does your law firm use promotional items as a form of lawyer marketing? Could printing a pen, magnet, or other trinkets really result in a client hiring your law firm? It’s possible if you use promotional items the right way.
Using Promotional Items to Increase Calls to Your Law Firm
Some lawyers need some convincing that promotional advertising is worth their time and money. Below are three reasons why your law firm shouldn’t dismiss this form of attorney marketing:
- Promotional Marketing is Relatively Inexpensive. Many products can be ordered for about $1 an item. If you order a thousand pens, mugs, notepads, binders, or other trinkets, your total order will be about $1,000 and reach thousands as pens are shared, and other products are used at office meetings. If just one person became a client of your law firm due to your promotional marketing efforts, you would have a nice rate of return on your law firm advertising dollars.
- Promotional Items Stick Around. Unlike fleeting TV commercials or expensive print marketing that is difficult to keep up, promotional items may stick around for a significant amount of time.
- You Can Target Your Marketing. Unlike radio ads that are heard by anyone tuning in, you can provide your promotional item to a select group of people. Maybe you provide it to anyone who requests your free book on the internet, or you share it when you go to a senior center to talk about estate planning, for example.
The way to actually succeed with using promotional items in your practice is to really examine where it would be most effective. Don’t just order a box of pens and assume that it will bring in dozens of new clients. Instead, maybe get some nice coffee mugs or water bottles that you can away to people who refer cases to you. Or, you can get a whole bunch of cool stuff to give to new clients as a show of appreciation.
Ultimately, promotional items allow you to stick out from the crowd. Be unusual with the items you choose. You can give away ice scrapers in the winter, cycling shirts in the summer, and other seasonal items. Members of Great Legal Marketing have even created bobbleheads that they giveaway – these sorts of things stand out and ensure that clients and referral sources remember you and think of you. That’s what you want to accomplish.
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.