The primary purpose of all your marketing materials is to cost-effectively spread the word about your firm’s services. To do this, you want to put the materials in the hands of as many people as possible.
All the firm’s attorneys should have several copies of your marketing materials for distribution to clients and prospects. Staff members should be able to pass them along as well, in appropriate situations. It’s also beneficial to have them available at speaking engagements and available for the media, although you might want to develop a separate media kit.
Your collateral materials are an inexpensive and efficient way to multiply the contacts the employees of your firm can make. An attorney might talk to two or three prospective clients a week, but a well planned and executed marketing plan can distribute collateral to many times that number and greatly increase the opportunities for new business without cutting into billable hours.
Your collateral materials are an important element in promoting your firm. They are a tangible reminder that remains in the hands of your prospects long after your face-to-face contact with them is over. They should accurately reflect the values and image of your firm and should do so consistently from business cards to website.
