08:39, November 16 65 0 abajournal.com

2017-11-16 08:39:04
Ask Daliah: 5 ways to wish clients happy holidays (without the clutter of cards)

Dear readers: Every year, toward the end of November and beginning of December, my desk starts to pile up with greeting cards. The majority of them are part of a mass mailing with either a stamped signature or sometimes no signature at all. I look at them for 5 seconds, set them aside, only to look at them again for 5 more seconds right before I throw them out.

Every year I wonder why firms think it is a good idea to invest hundreds, if not thousands, of dollars on these cards. Firms, especially smaller firms, should allocate their holiday marketing dollars more effectively.

This year, instead of sending out greeting cards to clients, consider one of these five alternatives:

E-cards. Instead of spending your firm’s hard-earned money on physical cards, send electronic greeting cards. Most e-blast programs allow you to quickly and efficiently personalize each email and track which clients actually open your greeting card. Additionally, an electronic greeting gives you more room to discuss your firm and highlight important and interesting news about your year.

Gifts to charity. Since e-cards cost a fraction of what regular cards do, use the funds allocated for physical cards to donate to a charity that resonates with your law firm. In your holiday news blast, let the recipient know you are donating the dollars you would otherwise have spent on greeting cards.

Physical gifts with social impact. Sometimes you have to give an actual gift along with a card. In those cases, rather than a fruit basket or a flower arrangement, give a gift with impact. For example, Packed with Purpose partners with socially conscious companies to create unique gifts that help give back to the community and people in need. You can choose from a variety of curated gift sets or create custom gift boxes to send your clients.

Gifts your clients sell. Or if your practice is like mine and you represent a variety of businesses, use this holiday season as an opportunity to promote your clients. Give gifts sold by your clients or work with them to create holiday promotions that you can share. In my latest news blast, I promoted my client Birchbox, and included a discount code they gave me specifically for my network. Your clients will appreciate the gift of increased exposure and your network will appreciate the gift of a good discount.

Holiday parties. In addition to sending a holiday greeting or meaningful gift, consider throwing a holiday party. Holiday parties allow you to communicate with your clients in a more relaxed setting. Plus, everyone benefits from the opportunity to make new friends and just have a good time. I usually photograph and video my holiday parties and include links to view the holiday party album in a follow-up email. You can view some of those videos here.

Daliah Saper, founder of Saper Law Offices, is answering reader questions about building a 21st-century law firm. She can be reached at AskDaliah@ABAJournal.com.

Daliah Saper opened Saper Law Offices, an intellectual property, digital media, entertainment and business law firm based in Chicago, in 2005. Saper is regularly interviewed on national TV, radio and in several publications, including Fox News, CNN, CNBC, ABC News, 20/20, the New York Times and the Chicago Tribune. She is an adjunct professor of entertainment law at Loyola University Chicago School of Law.