Recently, I got a card from an attorney who’s a networking buddy of mine.
Strange, I thought. The holidays are a good four months away. Intrigued, I opened the letter. On the front of the card was a leafy green plant growing out of a bed of coins. Inside was a paper dollar sign embedded with seeds that, when planted, promised to sprout colorful wildflowers.
“You’ve made it half-way through one of the hardest years in history,” the card read. “We think that deserves some acknowledgment. We hope you plant the enclosed seeds as a symbol of the great things to come in your future. Wishing you much success during the second half of 2009! Sincerely, Stephen Furnari and Eric Scher, Furnari Scher LLP”
Impressed by the law firm’s innovative marketing approach, I asked Stephen what prompted him to send out the mailing and what kind of response he’s received so far.
Here’s what he told me:
“I started my law practice during the last economic downturn in 2002 after being laid off from two law jobs in six months. In my practice at Furnari Scher LLP, I advise entrepreneurs how to avoid expensive legal problems when starting a business, when buying or selling a business, and when raising investment capital for a business.
“Like many other law firms, our business is slower this year than in previous years. However, our firm has been hired to represent a number of new clients who have been laid off from their jobs and want to use this change in fortune to pursue their entrepreneurial dreams.
“We’ve been maintaining an ongoing dialogue with our clients and referral sources throughout these difficult times. I have been impressed by the efforts our clients and friends have made to ensure the survival of their businesses. I thought that their courage and persistence should be acknowledged and celebrated.
“We sent out about 250 cards to all our clients and other professionals who have previously referred business our firm. We received over 20 replies. More important than drumming up new business, for us this campaign was more about letting our clients and friends know that we are thinking about them and are rooting for their success. The campaign cost around $1,000, and it has paid for itself in good will and client loyalty alone.”
Bottom line, Stephen: Would you try this kind of campaign again?
“Absolutely!” he said. “A greeting card and small gift sent to clients unexpectedly in the middle of the year as opposed to one that is sent during the holiday season with every other service provider gets noticed. We will definitely do this again next year.”
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