Let’s talk about holidays.
If you’re like me and live in Orlando, the Orlando government recently had to issue an apology based on their July 4th statement, which you can read here.
“A lot of people probably don’t want to celebrate our nation right now, and we can’t blame them. When there is so much division, hate, and unrest, why on earth would you want to have a party celebrating any of it?”
And look, is this in bad taste? Yes.
But are they wrong in what they said? I don’t know.
I get where they’re coming from, but they didn’t execute it properly.
However, it got me thinking about holidays from a marketing perspective.
Skip the ABCs
I’m a huge fan of skipping the ABCs.
A is Anniversaries
B is Birthdays
C is Christmas (or Hanukkah or Kwanzaa)
As in, these are not the holidays you can use to truly connect with somebody.
I’m not suggesting you don’t send someone a birthday message on Facebook.
Certainly, don’t skip your anniversary with your spouse.
And obviously, please buy your kids presents for the holidays.
But don’t think these tactics will stand out.
They’re not necessarily going to get clients to hire you again.
They’re not necessarily going to get referral sources to send you business.
They’re just not going to cut through the noise.
Instead, you need to find other ways.
Maybe you send someone a card for their half-birthday.
Maybe you host a Halloween or Cinco de Mayo party, like my firm does.
Maybe you reach out to people on International Love Your Lawyer Day.
Consider what makes sense for your audience, whether it’s clients, referral sources, or colleagues.
But also think about what makes sense for your brand.
How to Market Holidays Correctly
Look, there’s a stupid day for everything at this point.
Fruitcake Toss Day on January 3
Dress Up Your Pet Day on January 14
National Lost Sock Memorial Day on May 9
National Pop Goes the Weasel Day on June 14
National Talk Like a Pirate Day on September 19
So if you’re very referral-driven and love one-on-one networking lunches, take someone to your favorite hamburger place on International Hamburger Day on May 28.
Or if you’re a personal injury attorney, drop off a thankful gift to all of your chiropractor connections on International Chiropractors Day on September 18.
Or if you are in a high-volume traffic ticket practice, maybe you host an appreciation event for all your clients on National Traffic Ticket Day on May 23.
Really think about what makes sense for your ideal client or your ideal referral source, and make sure it also fits the brand you’re going for.
Tips on Gift-Giving
When it comes to giving gifts to specific people, you have to make it about them.
Very few people, if any, care about a Yeti mug with your firm logo on it.
Nobody needs another stupid pen they’re never going to use.
As an aside, I once got a really nice pen from a friend for helping him find a new job, and I use it to sign all of our large client settlement checks. But it’s not a Bic with his name on it.
So what do you do if you have no idea what gift to get someone?
Just send them cash.
Totally kidding.
Here’s the Jordan Ostroff tried-and-true secret method.
You, or someone at your office, should call their assistant.
Ask the assistant what this person would like.
Then, assuming they give a good answer, get that gift and send the assistant a gift card for groceries, gas, or coffee.
This idea also works with spouses.
Why is this so effective?
- Hopefully, you’ve gotten them a gift that actually makes sense
- Hopefully, it shows that you care
- You also made an impact on someone else in their life
So when their assistant fields a call about a potential referral, or when their spouse hears about someone with a need at a dinner party, they’re that much more likely to refer to you.
The referral source is already thinking of you, liking you, and hearing someone else talk about you, which makes them even more likely to send the case over.
I’ve genuinely had assistants send me more business than the attorney ever did.
Why?
I do personal injury cases, which tend to impact everybody.
But also, a five or ten dollar gift card to the assistant was often the only gift they’d ever received in their line of work.
Semi Soapbox Rant
Yes, make sure you follow any of your state’s Bar ethical obligations.
And also, please, dear God, let’s get over sending everyone alcohol.
Some people don’t drink.
Some people need to not drink.
Some people are trying not to drink.
I try to send things that will actually be used and won’t break. That might be food or an event, but it’s something that won’t just sit in front of them forever.
While it sounds good to think they’ll remember you every time they see it, you risk the gift becoming more of a burden than a reward.
The pen runs out of ink.
The T-shirt fades.
The mousepad breaks.
That’s just the truth about those gifts.
So think about that next time you’re sending something out.
Also, think about the three to five holidays that mean the most to you, your clients, your referral sources, and your brand.