Marketing Tips
SEASONAL MARKETING - 2008 UPDATE
October 3, 2008
By Jan C. Gabrielson
Now is the time to review last year's posting on seasonal marketing. It is still relevant. Scroll down to December 1, 2007 and get ideas for planning your yearend marketing. Then come back up here and review the following additional thoughts.
- Instead of sending holiday cards in December like everyone else, consider sending Thanksgiving cards or sending cards at the end of December or in January with good wishes for the new year. Your card will be one of five or so and will stand out and will not get lost among 100 other cards in December. Your clients and prospects will appreciate your original thinking.
- Another way to make your card stand out is to send something original, such as a card that plays music when it is opened.
- Some prefer to make phone calls thanking referral sources.
- Holiday gifts. What to give? Everyone likes consumables: baskets of gourmet food and wine. But once they are consumed, they are gone. Consider durable gifts and consider first whether your firm name should be on it. A compass, a small Swiss Army knife, a flash drive.
- As always, be aware of your own comfort level in deciding what to give to whom.
October 3, 2008
By Jan C. Gabrielson
Now is the time to review last year's posting on seasonal marketing. It is still relevant. Scroll down to December 1, 2007 and get ideas for planning your yearend marketing. Then come back up here and review the following additional thoughts.
- Instead of sending holiday cards in December like everyone else, consider sending Thanksgiving cards or sending cards at the end of December or in January with good wishes for the new year. Your card will be one of five or so and will stand out and will not get lost among 100 other cards in December. Your clients and prospects will appreciate your original thinking.
- Another way to make your card stand out is to send something original, such as a card that plays music when it is opened.
- Some prefer to make phone calls thanking referral sources.
- Holiday gifts. What to give? Everyone likes consumables: baskets of gourmet food and wine. But once they are consumed, they are gone. Consider durable gifts and consider first whether your firm name should be on it. A compass, a small Swiss Army knife, a flash drive.
- As always, be aware of your own comfort level in deciding what to give to whom.
- Consider giving a party in January when you will not have to compete with all the holiday parties in December.
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The Firm Holiday Party: Internal Marketing Tips for Associates
By Jill Kohn
Attend the firm holiday party. Attendance demonstrates a commitment to integrating youself into the firm culture and presents an important opportunity for building relationships with key partners and decision makers. For associates who are not so comfortable in these situations, it is tempting to skip this event or to spend the evening speaking only with people you already know. Planning and preparation maximize the possibilities both for enjoyment of the event and for a successful internal marketing effort. Here are some suggestions:
- Make a list of people with whom you want to speak. This list should include practice group leaders and key decision makers. Be sure to include individuals who will be attending from out-of-town.
Attend the firm holiday party. Attendance demonstrates a commitment to integrating youself into the firm culture and presents an important opportunity for building relationships with key partners and decision makers. For associates who are not so comfortable in these situations, it is tempting to skip this event or to spend the evening speaking only with people you already know. Planning and preparation maximize the possibilities both for enjoyment of the event and for a successful internal marketing effort. Here are some suggestions:
- Make a list of people with whom you want to speak. This list should include practice group leaders and key decision makers. Be sure to include individuals who will be attending from out-of-town.
- Look at the bio of these individuals on the firm website. Jot down any notable accomplishments that you find interesting and may want to ask about.
- Jot down items you have discussed with these individuals in the past. Following up on past conversations is a great conversation starter.
- Write out a few sentences that succinctly capture what you are currently working on. You will no doubt be asked during the course of the evening.
- Think of a few questions that you can ask others in order to start conversations. Think about things you are sincerely interested in knowing or talking about, such as upcoming travel plans, how people plan to spend their holidays, sports teams of interest, or movies. Develop a few sentences in response to these questions.
Having these conversation starters and topics in mind contributes to a feeling of confidence and competence. At the party, seek out the people you want to speak with early in the evening. Completing these interactions leads to a feeling of accomplishment and relaxes you, putting you in a better frame of mind to enjoy the rest of the party.
posted by Larry Kohn at 3:17 PM
