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[This is an updated repost of a popular pre-holiday rant]

Law Firm Holiday Cards – Do’s and Don’ts

Q: Are holiday cards effective?

A:  I think that they can be considered one more nice way to stay in touch, to send a friendly communication to a large number of clients and prospects all at once.  Of course, I said that they can be effective, not that they typically are.

Holiday cards pose complex issues of database management and client ownership, combined with the logistical questions of who signs which card(s).  engelman-berger-2-2013-comic-book-00586918xb0704

Through hard work and discipline, these are mightily overcome — only to become one of a dozen bland, look-alike cards depicting politically correct images like pine trees, ice skaters, snow-covered skylines, ambiguously decorated snow men, or handicapped children’s artwork — which are then sent to dead former clients.

All in the name of strengthening client relationships?

Done well, the cards should reinforce your firm’s unique brand message, or at least stand out somehow, so they don’t get immediately discarded and forgotten.

When I was the marketing partner of a law firm, it wasn’t unusual for me to get as many as 25 generic holiday cards per day from vendors all wanting our business.

Glance, toss, forget.

Glance, toss, forget.

Glance, toss, forget.

It helps if you have a strong brand message to use, or at least an interesting design to leverage. 

For example, a number of years ago we used an olive-based branding theme for Florida’s Bryant Miller Olive law firm.  Here’s the cover of their olive-themed holiday card:

bmo-bryant-olive-holiday-card

The point is — the card represents your firm and your practice.engelman-2012-baseball-holiday-card-00586899xb0704

Don’t rub clients’ noses in your firm’s lack of creativity by doing the same thing as everyone else.  Find some way to do something different. Those that avoid the spam filters don’t generally create much goodwill.

On rare occasion, extra creativity causes one to stand above the pack and get a notice or a smile.

For example, Phoenix’s Engelman Berger law firm always goes the extra mile.

Every year they try something new, including lawyer baseball cards, comic books, TV Guides, and parodies of board games like Clue and Scrabble, Mad magazine, and a children’s book, “Are You My Lawyer?” (Here’s a link to the entire collection.)

Finally, while I know this whole rant is making me sound like Scrooge, I’ve never been a big fan of cards that promise:

“In lieu of a personal gift to you, we’re making a donation
in your name to the following charity(ies).”

In my actual name?

Did they ask me whether I’d prefer receiving the gift?  Or at least help select the charity? Do I get a tax deduction on that money?  And because they never tell you how much they’re donating, everyone I’ve quizzed about this assumes that they’ve taken this approach because it was cheaper and easier.  (And generally, from my experience, they’re right.)

At least that’s how I see it.

Season’s greetings.

ross-signature

Here’s a screen shot and link to Engelman Berger’s holiday card collection:

engelman-berger-holiday-cards-all


 

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  • Ted says:

    Ross, enjoy the article. We gave up cards and candy for folks in favor of a "Client and Friends Appreciation Night of Music" where we invite 1500 clients and friends we would have sent cards to join us for a night of good music every couple years. Gershwin, Carmichael etc. But the concert is in September, and only get about 250 of the invited to come, making about 400 in attendence. Any ideas how to remind clients and friends that we did something even more special for them than a card or box of candy?

  • Ross Fishman says:

    It sounds like a nice event and a good idea. Actually having 1 in 6 general invitees join you is a pretty good return. Who shows up? Are they mostly clients? Your best clients? If the "right" people are attending, I'd consider it a big win. How much follow-up communication is there to remind people? Firms can usually significantly increase attendance with a systematic approach. Are your lawyers involved in personally inviting the people they REALLY want to attend?How is this event structured? Is this just a nice classical concert or is it supported by a cocktail party/reception? I think it's nice to host a thank-you party for clients and friends, but it's important to ALSO have your people spend a few minutes chatting with every single one of them. We're in a relationship business, so these events should be designed to strengthen the relationships. Without that part, you're just sending out 1500 tickets to a free concert. Philosophically, free tickets are nice but that's still a mass-mail strategy. It feels qualitatively different than being personally invited by your lawyer to sit next to them at a concert. If you're not doing one or more of these activities, then changing things a bit can improve your results. Does that answer your question? With a little more info, I could be a bit more specific. Thanks for asking.

  • Armando says:

    I send out signed cards every year. The cards returned by the post office, help pair down the mailing list. It may be coincidence, but January is usually a very busy month. The most difficult thing is how to thank those lawyers that consistently refer clients throughout the year. A cookie basket?

  • Ross Fishman says:

    Good question – good referral sources are like gold, you can't afford to lose them. First – a sincere handwritten note is among your best marketing tools. Emails are fine, but in this high-speed time, a handwritten note card with an actual postage stamp is coveted. Second (and maybe this should have been listed first), is that doing a great job for the clients they refer you is your best marketing, and the best way to say thanks. Go above-and-beyond with the client service – responsiveness, communication, etc. Make the referring lawyer look great to those whom they've referred to you and they'll remember you. (I'm guessing that you already knew that, which is why you get repeated referrals.) However, for the steady referrals, those you can't afford to do without, a nice gift is always appreciated. Omaha Steaks, that sort of thing are valued, and occasionally can tip the referral-balance in your favor. But once you start, you've set a precedent, and the steaks/gifts will probably be missed the year you stop sending them. Don't create an expectation if you're not committed to meeting it annually. These are especially valued if they are particularly tailored to the individual. Gift baskets sent from an online store are nice, but not nearly as nice as something specially selected for the person's interests and hobbies. Show that you remembered that they mentioned once that they like fishing, for example. Finally, to beat the year-end rush, consider either (1) sending it immediately following a referral, to connect the thanks more closely in time to the behavior you're rewarding, or (2) connecting it to a different holiday or season. Perhaps say "thanks" by using Thanksgiving as the hook instead of the standard year-end holiday season?

  • Rob Corwin says:

    I thought you might appreciate the holiday greeting from Hanson Bridgett this year.This was provided to attorneys and staff as an easy-to-edit email template that made it simple to send personalized notes to individual clients and colleagues.Here's a sample:http://www.hansonbridgett.com/holiday/2010/card.html

  • […] risking offending people.  It’s a fine line, and most firms err on the side of boring.   Here’s a link to my historical screed on this subject; I really hate bad holiday cards.  (Or see “Your Law […]

  • […] wrote a long and relatively popular blog post on this issue last year, click here to read it.  This is an updated, abbreviated version of […]

  • […] I’ve ranted about and railed against boring or clichéd holiday cards for decades, yet nearly every day in December another one or two (or ten) bland and politically correct cards featuring snowy landscapes or skylines, ice skaters, or children’s holiday artwork arrive, unsigned, in my mailbox.  <Open. Glance. Toss.> […]