It's hot and humid outside, but that doesn't change the fact that Christmas bells are ringing! Yes, this is the time where law firms start thinking about the holidays. Why so early? Because if you don't start now, the time will slip away and then you'll find yourself scrambling at the last minute. You definitely want to avoid that.
Most firms budget 2-8% of their marketing budget on holiday cards and gifts. So, that being said, do your number crunching and consider these tips.
1. Don't wait! Start now! That will help you avoid the last minute panic crunch.
2. Don't be cheap. If you are going to take the time to send out a card to your clients, make sure you are using good quality paper and a good printer. Your card says a lot about you.
3. Interesting art and donations to charitable organizations are consistent themes for cards. Just be sure you pick an organization your audience will consider worthwhile.
4. Sheppard, Mullin, Richter & Hampton, a firm with offices on both coasts, will feature major landmarks of the cities in which the firm has offices, such as New York, Los Angeles, San Francisco, and Washington, D.C. "This underscores our commitment to the cities where we practice," explains Vickie Spang, chief marketing officer.
5. Ford & Harrison, a labor and employment firm with 12 offices nationwide, is adding a very personal touch to its card this year. The firm is honoring the memory of Sue Kassin, the late wife of partner Tom Kassin by featuring her artwork. Ms. Kassin recently lost a long battle with cancer.
6. Go snail mail and email. Several firms will be sending out electronic versions of their custom cards.
7. Some firms are opting to skip out on sending holiday cards and instead are sending cards on other holidays. i.e. Valentine's Day, Halloween and St. Patrick's Day. This is not a bad idea if you want to separate yourself from the crowd.
All these are good ideas and suggestions. The bottom line here is you need to start thinking about your plan now. Good luck!
Thank you to the Law Marketing Portal and Kathleen Flynn and Monica Bay for their articles on which this blog is based.