In a perfect world, law firms would have ample time and money to craft attractive holiday cards, personally address each, and mail them off, all before the end-of-the-year rush. In reality, many law firms get so bogged down with attorney vacations and year-end responsibilities that they don’t get their cards out until the last minute, if at all, and don’t see any marketing benefits from their actions.
Turn that around this year by implementing these suggestions for getting more out of your law firm’s holiday marketing.
Incorporate Charitable Giving and Source Client Feedback
The end of the year is a great time to consider donating toward a worthy cause. And what better way than to incorporate it into your law firm’s holiday marketing and involve clients in the process?
- Set aside an affordable amount to split among two or three worthy causes. It doesn’t have to be a fortune; a few hundred dollars can make a difference to organizations and people in need.
- Set up a poll: everyone who receives your holiday card has one vote for a cause of their choice out of the two or three provided.
- At the end of the week-long poll, your firm can donate a specific amount of money per vote—let’s say 10 cents to a dollar, depending on the size of the recipient list and your budget allocated in step 1. Or, your practice can split the pot designated for charity into portions reflecting the ratio of votes received for each cause; if 60% of a family law firm’s respondents voted for The Foster Care Justice Group, for instance, the firm could donate 60% of their allocated budget from step 1 to that association and 40% to the other.
It’s a rewarding way to engage clients during the holidays and demonstrate that you care about their opinion.
Choose the Medium Strategically
If you’re planning to set up a donation poll, the easiest way is to send your law firm’s holiday marketing via email. It’s not only cheaper but also prevents your firm from having to manually process paper responses. You may need to hire a freelancer to design the look and functionality of a poll email. Yet, considering that it probably costs less or the same as printing hundreds of paper cards, it’s not a bad investment (not to mention more environmentally friendly).
Before deciding upon email, however, think of your audience. Do they typically respond to marketing emails or do you see a higher response rate with direct mail pieces? If the latter, think about investing in paper holiday cards and including a prepaid response postcard inside so recipients can mark their choice of charity and mail it off.
Send at the Right Time
Don’t wait until the last minute to send your law firm’s holiday marketing; it will be buried under a slew of year-end emails or cards. Get ahead of the rush by sending yours in the beginning of December—no later than the first week—and outwitting recipients’ holiday card fatigue.
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