The Power of Free Giveaways for Your Attorney Marketing
In legal marketing, the more unique places your name appears, the better. Clients have come to expect lawyer ads on park benches, billboards, and bus stops…but what about a tote bag? Consumers love to get things for free, and promotional items for your law firm can be a great way to get your name in the clients’ hands.
Logo Branding Works
Even if your law firm or practice doesn’t actually have a graphical logo, the style of your printed names serves as a visual for your legal marketing. All of your materials – letterhead, business cards, and your other promotional items should all have a uniform logo.
If you don’t have a logo already, it’s something to consider when developing your legal marketing campaign. While lawyers often shy away from graphics because they’re too “cartoony,” that may be an angle you want to pursue.
Logos are one of the most effective forms of advertising because they are a visual reminder of your company. When a client sees your logo enough times on your materials, they identify the logo with your practice. Soon that logo becomes the first thing they think of at the mention of the word “lawyer.”
Promotional materials for lawyers can be personalized with your logo for a small cost. There are hundreds of promotional item companies that offer custom logo printing on their items, and some will even design the logo for you for an extra fee.
How Do You Distribute Your Promotional items?
Look at all the promotional items you have from other companies. Where did you get them? Conferences, community events, or even the actual stores/offices themselves are all places where company logoed giveaways can be found. Sponsoring a located event is another great strategy to get your personalized items in gift bags.
When ordering promotional items with your law firm’s logo, order enough to ensure you have enough in your office for your visiting clients as well as for any events or sponsorships on the horizon. It’s not good legal marketing practice to leave your promotional items out to take – you should interact with your potential clients a bit before they get their free stuff.
It’s Not All Key Chains and Bottle Koozies
When you first hear about promotional items for lawyers, you probably start visualizing little knick-knacks like pens, sticky notepads, and key chains. While these are good for casual promotions, you can also consider your free information materials as giveaways.
As part of your legal marketing campaign, you should be offering your potential clients your free information packet, book, audio CD, DVD, guide, or whatever method you’re using to provide them with the free information they are looking for. These offers should be on your website, in your blogs, at the end of your articles, and in your online videos.
Now that you are offering your clients free materials, you need to make sure those materials are easily identifiable with your name. Your logo should be on the front, the back, and even on a page or two on the inside. If your book is the answer to their problems, you’ll want to make sure that they’re well aware of who gave it to them.
Appropriate Promotional Materials for Lawyers
Giving away custom engraved shot glasses is probably a bad idea, especially if you’re a DUI attorney. When developing your legal marketing campaign, you should take some time to discuss what kind of promotional items would be appropriate for your law firm.
Some items like pens, calendars, notepads, and utility key chains are at least somewhat practical to most clients. The more apt your clients are to use your promo items in their daily lives, the more your name stays in their field of vision and their minds. I’d suggest steering clear of edible giveaways, as they’re a single-use item, and the tossed wrapper isn’t going to leave a lasting impression in anyone’s mind.
You may also want to step outside the box completely and go for items relevant to your practice. A personal injury attorney specializing in motorcycle accidents may want to get squishy stress-relievers shaped like motorcycles with their law firm name on them.
Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”
In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.
This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.
Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.
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.