Can St. Patrick's Day Bring the Luck 'o the Irish to Your Marketing?
Slap on some green, don a funny hat, and get yourself -- and your lawyer marketing -- to the parade, for St. Patrick's Day is coming. Whether you do a St. Patrick's Day blog post, talk your snake-hating firm up on social media, or buy up billboards along a parade route, there could be a pot of gold at the end of that St. Patty's Day rainbow.
Or, your ads could end up trod beneath the drunken heals of revelers, your billboards used as impromptu urinals. Here are the risks and potential rewards of attorney advertising on St. Patrick's Day.
Does This Holiest of Holidays Fit You?
Back in the old country, St. Patrick's Day has largely been celebrated as a traditional saint's feast day. But not long after the potato famine drove so many of the Irish from County Kerry to the Lower East Side, St. Patrick's Day became more a celebration of Irish culture and identity than a religious obligation. And more recently, some St. Patty's celebrations have turned into a very public debauch, more befitting of Caligula than an Irish bishop.
So, before you slap your firm's name on a dozen bottles of green beer, make sure the holiday is right for your brand. As Michelle Peterson of the marketing firm Risdall recommends, "Compare the values of your business to the values of St. Patrick's Day. If they align in a way that makes sense to your audience, then go ahead."
That means a St. Patty's print ad, Facebook post, or billboard might be more fitting if you're a personal injury firm, rather than, say, an intellectual property boutique.
Retain Me, I'm Irish!
If you decide to ahead with St. Patrick's Day advertising, you'll have plenty of avenues to pursue. Radio advertising may be particularly appropriate. A radio spot is easier and less expensive to produce than, say, a television advertisement, allowing you to create more specialized, targeted messages. The same goes for print.
Or, you could keep your promotion largely online. You can use blog posts and social media to promote your connection to the community. Or, capitalize on St. Patrick's Day-related legal needs by writing a new blog on DUI defense or what to do if you find a pot of gold.
And, of course, if you want to spend more time practicing and parading, and less time advertising, you can always contact the experts at FindLaw's Lawyer Marketing.
- DUI Lawyers and 'Drinking' Holidays: What's Your Marketing Strategy? (FindLaw's Strategist)
- Celebrating St. Patrick's Day at Work, Without a Lawsuit (FindLaw's In House)
- How a St. Patrick's Day DUI Can Impact Law Students (FindLaw's Greedy Associates)
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