This article originally appeared in GPSolo magazine, one of the many benefits of membership in the ABA Solo, Small Firm and General Practice Division. Learn how the Division can help you advance in your career here.
About this time each year, law industry publications are rife with all kinds of advice about “holiday marketing,” and the advice is both well worn and easy to summarize: Give gifts that show you appreciate the person receiving the gift. Give gifts that are thoughtful. Make a good impression with your gift. Leave the law firm logo off the gift. Personalize the gift. Be classy about your gift giving. Good advice all.
However, today’s legal environment requires more substantial analysis and strategy, a “Holiday Marketing 2.0,” if you will, for three important reasons: