Wednesday, November 14, 2012

Are Holiday Cards an Effective Marketing Tool?

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Attorneys often ask me if they should send holiday cards or not. In my opinion, it never hurts to put your name and your law firm’s name in front of clients, prospective clients and referral sources. If done well, holiday cards can help you strengthen your relationships and yes, I have heard of holiday cards resulting in new business! On the other hand, holiday cards can be expensive and time consuming and I have never heard of an attorney loosing a client because they didn't send a holiday card.

Here are a few things to consider before you order your holiday cards or e-card.


1. Do you enjoy writing individual notes and sending cards/e-cards?

  • If yes, then absolutely you should send cards. A personal note stands out and is an effective way to build relationships.
  • If no, then you may want to skip sending holiday cards this year. Attorneys, who only sign their name or even worse, just the firm logo, send a message that the recipient isn't important enough to receive a personal message.
  • If you have the time now, then review your list and start writing your notes.
  • If you do not have the time now because you are busy with end of year collections, then pick another occasion to reach out to your clients. I know a firm that sends their clients 4th of July cards and gifts instead of holiday cards. This time of year is better for them and their clients remember it because no one else is sending them 4th of July cards.
  • A custom design will take several weeks to design and print. If you are creative, it can be a good way to make a card that stands out from the crowd.
  • A standard off-the-shelf card is the fastest and least expensive. Many card vendors will print your logo on the cards. If you are just starting now, this might be your best option. Remember, a personal note will make any holiday card leave a lasting impression.
  • Electronic cards are very popular but unless it is really unique, I still like a printed card. While e-cards save you postage expenses and take less time to send out, e-cards can be expensive to produce.

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