Every company knows holidays provide great marketing venues for businesses. Lawyers included. That's why this Cinco de Mayo a number of attorneys are offering free cab rides to people.
The promotion makes sense, at least insofar as the service matching the event. Alcohol and holidays go together like PB & J. Cinco de Mayo is no different. So giving out free rides home makes sense from that perspective.
But is this a good way to market your law firm?
Like any marketing venture, a successful campaign often treads the line between risks and rewards. While everyone hopes their promotional efforts work out famously, sometimes campaigns go too far.
A wayward marketing plan can alienate your target audience, reducing your profits while slowing your growth. It can also sometimes end up costing you more money than you put in.
Law firms are just as susceptible to these pitfalls. So finding a happy medium between the risks and rewards is preferable. Your campaign needs to be bold enough to generate attention, but also not put your audience off. So how do you figure out this ideal marketing plan?
The key lies with looking at your own services first. In the case of law firms offering free Cinco de Mayo taxi rides, most of them specialize in personal injury or DUI work. Offering free cab rides ties well into what they do.
Certainly there is always a risk that people could be offended. The implication of giving free rides on Cinco de Mayo is clear: many people get drunk on the holiday. Some may view it as distasteful. However, for most people it's hard to complain about free services.
The cost for this type of promotion can add up fast for attorneys. So if you're planning on giving free cab rides on Cinco de Mayo, make sure you have the budget. Also, make sure there aren't other lawyers in your area already doing the same thing. And if you're at a loss for ideas, there are websites that can help.
- Celebrate Cinco de Mayo the Right Way -- Get a Safe Ride Home in Colorado (Digital Journal)
- Monterey County's Anti-DUI Campaign Gears Up for Cinco de Mayo (The Californian)
- Lawyer Marketing by FindLaw (Lawyer Marketing)
- Small Business Marketing Basics (FindLaw)