In today’s competitive market, it’s essential for law firms to find unique ways to stand out, connect with potential clients and strengthen existing relationships. And with so many meetings online, it is more important than ever to intentionally plan quality in-person time. Creating a signature event can be an effective strategy and can enhance your brand’s visibility, establish your expertise and build connection. Bonus: They are also fun!
Here are a few examples and tips for a successful signature event.
Annual Gators tailgate party in Gainesville. This event began as a new office launch party for a South Florida firm expanding its presence across the state. It has grown into an annual tradition anticipated by clients and firm attorneys alike. The firm gives out a memorable swag item like Yeti tumblers, picnic blankets or t-shirts and offers tickets to the game for key clients. This year the rivalry will reach new heights as the Gators take on the Hurricanes.
Startup firm’s annual Miami Tech Week event. Held at a partner’s home on South Beach, this party is strategically aligned with the eMerge Americas conference + expo which takes place every April. The firm co-hosts the event with high profile companies in the tech space and as a firm that represents startups, leverages the opportunity to invite its target market of founders, innovators and investors.
Boutique Miami firm’s annual real estate event. This event focuses on current trends in the real estate market. Each year the firm invites clients to speak on a panel and a firm partner moderates the discussion. The event has gained popularity over time, with more than 100 attendees at the third annual event last month. Clients on the panel appreciate the opportunity to demonstrate their own thought leadership in the industry and the firm benefits from engaging with attendees who value their knowledge and insights.
Other ideas for elevating your signature event. Adding a charity or community component connects your event to a greater purpose. As part of its annual retreat, a local bar association hosted a karaoke night to raise money for the Foundation. Pro tip: bring earplugs; most lawyers can’t sing!
Offering a raffle item can also be a way to engage attendees, and raffling something meaningful that aligns with your brand is a nice detail to elevate your event. At a recent event to announce the merger of two Black-owned law firms, we raffled off whiskey from a Black-owned distillery to support and celebrate the community.
Tips for your event. Your event should strategically align with marketing goals and have defined objectives. As you plan your event, keep track of all steps and save vendor contact information. This way, you’ll have a blueprint for the following year and you can focus on streamlining and improving your event, rather than starting from scratch. The exercise of creating a guest list can help you identify important people in your network and can also be used for sending future email communications. Most importantly, remember to follow up after the event and stay in touch with key contacts throughout the year to keep your professional relationships strong.
