Creatively Commemorate Holidays

Why not celebrate an unusual holiday–or mark a traditional holiday in an unusual way?

International attorney Jordan W. Cowman, a partner in the Dallas office of Akin Gump Strauss Hauer & Feld who is Board Certified in Labor & Employment Law in Texas, recently sent out Labor Day cards.  The front of cards showed an attractive Belgian postage stamp by Fernand Leger commemorating the International Labor Organization.

Jordan’s unique card was effective because it: (1) marked a traditional holiday in an unexpected way, (2) arrived at an unexpected time (not part of the December holiday card rush), (3) logically tied to his labor law practice, (4) was attractive and memorable, and (5) had an international theme (featuring art from a European artist commemorating the International Labor Organization). The card reinforced Jordan’s reputation and branding as both an international lawyer and a labor law attorney.

The card also notes that the artwork comes from Jordan’s personal collection, so recipients will learn a little something personal about Jordan:  he collects stamps.  That fact may make a personal connection with some clients.

Here are some other marketing ideas for creatively commemorating holidays.  Target a group of clients based on characteristics like country of origin, gender/race/age, or profession, and celebrate a corresponding holiday.

For example, if your ideal clients are:

-Brazilians, why not commemorate Tiradentes Day (April 21) honoring national hero Joaquim Jose da Silva (known as “Tiradentes” or “Toothpuller”) by sending out Dolce de Leite treats?

-Women, why not acknowledge International Women’s Day with an artistic card or photograph of women in an international context?

-Inventors or Authors, perhaps commemorate International Creativity and Innovation Day by sending your clients some tools to help them work creatively (a new mousepad for their computer, sketch pads and pens, and the like).

Your clients will remember your creative and unexpected gesture.

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