In this week’s edition of Things I Wish I Knew, New York solo lawyer Joleena Louis shares her most successful (and cost saving) offline marketing experiments.
If you have been following Things I Wish I Knew for any period of time, by now you know I am the queen of online marketing. I even network online.
But even though this type of marketing has been very successful in my practice, I also recognize the importance of diversifying my marketing strategy, so I do some offline marketing as well.
My most successful offline marking experiments have been things that have been a little out of the box. Let me explain.
Prenup Pop-Up
A couple of years ago I did a “pop up” prenup session at a local bridal shop. I set up a table where I held mini Q & A sessions (NOT giving legal advice, just information) and offered discounted consultations if they scheduled that day.
I added about 30 people to my email list, got six consults that lead to six retainers.
Plus, the bridal shop owner got an increase in foot traffic since more people than usual stopped in to see what was going on.
Tip and Card
Whenever I tip anyone; a waiter, uber driver, bartender, I give them my card and ask them to share it with anyone they know who might need a divorce attorney. I’ve had people call and say they got my card from their uber driver!
Coworking Spaces
When I’m not working from home or Law Firm Suites, I use an app called Croissant that allows me to work from several coworking spaces around New York City.
One of my target clients are business owners who want to protect their businesses from divorce. And coworking spaces are full of small business owners. Not only do I get a steady stream of prenup clients this way I also get a lot of great referrals to pass on to my referral sources.
Unique Speaking Opportunities
Speaking opportunities are another successful offline marketing technique I use to find groups of my ideal clientele. A great way to find these opportunities is through meetup.com. I’ll find divorce groups, parent groups, or entrepreneur groups and contact the organizers and offer to speak on a specific topic or do a Q & A session.
I think of marketing my practice like a never-ending experiment. I’m constantly trying new things, continuing what works and eliminating what does not. And most of these things I’ve tried were at little or no cost. So test an out of the box marketing idea for your practice this week. It just might be a hit!
