Marketing Matters Boost Your Firm’s Brand

It’s Good to Have Giveaways

OK, admit it: You’re one of those folks who’s up late at night, flipping across 300-plus TV channels. Inevitably, ads pop up for various law firms.

Wendy J. Meyeroff
Wendy J. Meyeroff

President
Wendy Meyeroff, Health Communications

“Find out more about XYZ Law Firm, the leaders in gleaning benefits for mesothelioma. Call now — or check our website — and get our booklet, You CAN Get Restitution for Mesothelioma!”

You (and your firm’s leaders) may think that giveaways like this booklet, or the Keep Your Estate handout in other ads, aren’t really effective. Or maybe the attitude is that they’re “too commercial” and thus diminish your firm’s aura of respectability. But before you all dismiss the benefit of any giveaway, wouldn’t it be wise to understand the many options available — and explore their effectiveness?

UNDERSTANDING LOYALTY

Study after study shows that free giveaways can generate amazing loyalty, of which there are two kinds, according to a study from ReSci. Customer loyalty is brought about when prices are lower or there are great money-saving discounts. That’s usually more critical for retailers.

Brand loyalty is when customers fall in love with your particular product or service, like legal savvy. Said customers will always come back to you, even if you’re a bit pricier than others in the same arena.

“FREE” BUILDS “LOYALTY”

To build brand loyalty, providing free “get to know us” and “stay with us” giveaways on a regular basis is a great tool. And it’s often far more cost-effective than broadcast ads. As some marketing researchers wrote, “People perceive the value of the free products as higher.”

Many other studies confirm this. Among key stats from the Quality Logo Products Blog:

  • 83% are more likely to do business with the company in the future
  • 9 in 10 people can recall the name and logo on the giveaway
  • 7 in 10 brands consider promotional products effective in achieving marketing goals

Yet that same article offers a disturbing insight, too. The top 10 industries using these giveaways include health care, tech and financial services — but not law firms.

ALA's Compensation and Benefits Survey
ALA's Compensation and Benefits Survey
 

FIVE EASY GIVEAWAY OPTIONS

There are lots of budget-wise marketing handouts that could help your practice gain recognition. Here are just five:

  1. Newsletters: These don’t have to be long, in-depth items. A savvy one-pager can gain solid customers. I developed this monthly sales handout for Erickson Retirement Communities, offering caregiving coordinators insights on the latest long-term studies (plus one personal care pointer). Research showed these coordinators were keeping the hole-punched item in loose-leaf form as reference tools, thus a solid reminder.

  2. Booklets/e-books: Similar, but e-books are electronically developed and downloaded, while booklets are generally published in the traditional way. E-books provide an image of authority when your firm’s leaders are presenting on TV, radio or podcasts — without taking the same time and dollars as a traditional book. Booklets — like the mesothelioma example — are great for other marketing, including webinar giveaways, website pulldowns and offers during commercials (to build a mailing list).

  3. Infographics: When you check the blog post noted for the stats mentioned earlier in this article, you’ll see great infographics. This tool has erupted in popularity in recent years; it’s simple, fast-reading, with insights that pique interest — even respect — for the source. Here’s an example of an infographic offering a checklist for finding a writer.

  4. Flyers: If you can handle infographics, you can develop flyers. Many of these are one-pagers, offering quick notes about special events coming up. Others can provide the kind of checkpoints and stats that infographics offer.

  5. Brochures: Every good business can use a brochure. Get the graphic done and then you can hand out real paper ones or let folks download it. This one I wrote won an award for the complete two-color design.

In fact, almost all these examples (except the e-book) are good in paper format. That way when leaders are speaking at a trade show, chamber of commerce or other event, they can offer these handouts.

“To build brand loyalty, providing free ‘get to know us’ and ‘stay with us’ giveaways on a regular basis is a great tool.”

Remember, your insights must be truly informative — not just a batch of commercials. Yes, you can offer self-promotional news periodically. I did it for one of my clients when I created his LinkedIn Pulse stories. Some were quick news items, such as when he took part in a special event or was hosting a webinar. But most were true features because the best bet to entice your audience is to educate them. You can always add in this reminder: “For more great insights — and discounts — on ________, contact XYZ Law Offices at _________.”

GETTING IT DONE

Your decision-makers need to be truly honest. Who in the firm can really provide day-in, day-out marketing needs? Who understands the different levels of plain language? How is the practice going to inaugurate its marketing program?

These are just a few of the questions that need answers. But if your firm truly seeks to be noticed above the competition, they’re great things to consider. Then start generating a solid giveaway program.

 

About the Author

Wendy J. Meyeroff, the Ghostwriter Who Grabs Attention, has been a reporter for numerous trade magazines for over 20 years, as well as a marketing consultant for numerous industry leaders.