Ahhhhh, the holidays.....
It's the time of year when many law firms embark on their biggest client outreach initiative of the year, not involving a bill.
Traditionally, it's been the mailed holiday card. I like the ones that are actually signed by the sender and include a personal note. "If you're gonna send 'em, you gotta sign 'em," I say. Although a generic card with a law firm's name printed on the inside is better than nothing, I suppose.
In addition, we're getting more and more e-cards with each passing year. Nothing conveys "happy holidays," "thank you," "or "wishing you success in the new year" quite like a ho-hum e-mail blast sent to 800 contacts in your Outlook address book.
There are exceptions, however. If you do send an e-card, make it memorable and customize it to your firm. And that's exactly what Manatt did with its 2010 holiday e-greeting, which was voted best in class by readers of the WSJ law blog. Click here and get ready to laugh!
Another great example is this effort by Knobbe Martens, a California-based IP boutique.
My advice for the holidays?
1) Call Five People Who Matter the Most to You
Set aside an hour or two one afternoon next week to call and thank the people who have contributed the most to your success and who matter the most in your life.
2) Take Your Top Client to a Great Lunch
Schedule a lunch meeting with one or two of your top clients or referral sources before the end of the year. Celebrate the season and go someplace nice!
3) Go Visit Your Top Clients Early in 2011
Schedule Client Site Visits with your top five clients during the first quarter of 2011. Thank them for their business. Learn more about them, their companies and their industries. Ask how you and the firm can improve your performance and add value to the relationship. And leave your firm brochures back at the office. These visits are all about the client.
Finally, click here for my article entitled "Ten Marketing Tips for the Holidays."