Don't Wait Any Longer to Plan for Holiday Cards
Hate 'em or love 'em, holiday cards are still sent each year by most law firms. If you are one of them, your planning should begin soon. My friend Mary Beth Pratt, chief marketing officer at Pepper Hamilton LLP in Philadelphia has an article in this month's ABA Law Practice magazine on the art of holiday cards. Included are two sidebars with suggestions by other marketers, and 10 things to think about before sending cards (definitely worth looking at).
Admittedly, I am not a big fan of holiday cards (mainly from the headaches the process has caused over the years), but it is a marketing tool and can be effective if handled well. Unsigned cards, without a personal note are a waste of time in my view. In fact, I've heard some people comment that it can have an adverse effect.
At a minimum, I suggest that cards contain both a handwritten note and personal signature. Other things to consider:
*Sent Thanksgiving cards to beat the year-end rush (thank both clients, and referral sources "for their business and friendship, etc."),
*Design a card that relates to your firm, or
*Purchase card from a local charity, and
*Put someone (not a committee) in charge with authority to make decisions for the firm.
Holiday Cards are a huge issue inside law firms. I have seen partners meetings (with dozens of lawyers and billing rates over $400 per hour) spend so much time deciding on the card. They actually argued if the snow in the beautiful card looked yellow under certain lights....and they were afraid someone might think someone peed under the tree. Now that is over thinking the issue!!!!
To add up the billable rates spent discussing holiday cards in firms around the country would be a staggering dollar amount.
Since your clients get dozens, maybe hundreds, of cards....you need to be real about how much time they spend reviewing the picture on your specific card.
Just make sure it is appropriate, neutral to religions affiliations(let's not offend our clients and friends by not being sensitive to a variety of beliefs), and delivered early in the season.
Also, sign them all yourself (or have your assistant forge your signature if she is good at it).
Most of all, don't use your holiday card as your only marketing "touch" to clients all year. The cards are not as powerful fo a tool as you think. They are just one of many they get from their lawyers, accountants, dentists and bug exterminators.
