Lawyers and Dancing Penguins

Those who are avid readers of this blog know that I am a big fan of hosting unique events for clients and other business friends. It takes some planning and creative thinking, but when you host experiential marketing events - you will always out shine your competition. People remember things that are out of the ordinary.

The Austin, Texas office of the law firm Akin Gump hosted a GREAT client event this weekend. They rented out a local movie theatre and invited their lawyers, staff, clients and "friends of the firm" - along with their families!!! - to watch the new dancing penguin movie, Happy Feet.

An event like this would not appeal to everyone. One can only expect people with young kids to come out for a Sunday at the movies...but that was okay because they filled the place. Many law firms would scoff at doing an event for clients and their kids...but those other firms are "old school" (and just don't get it...and probably never will). Akin Gump thought "out of the box" and created a fantastic experience for everyone in the packed theatre.

Additionally they had toy penguins (in Akin Gump t-shirts!) for every kid, took photos of each family with a live man in a penguin suit (which they will personally email to everyone later in the week!), and provided unlimited items from the concession stand. My kids were a bit confused by the free popcorn, candy and soft drinks....as they are used to going to the movies and having dad say "No!!!" to their request for overpriced refreshments. Sunday they could eat their fill, courtesy of Akin Gump.

After the event I was talking to one of the firm's clients who had attended with his wife and three kids. He was so thrilled to meet the families of his lawyers and of other key local business professionals in such a fun setting. He LOVED the idea of the firm hosting a family event.

Events like this are what make client relationships stick. Why more lawyers do not try to be unique is beyond me. It always comes back to "people do business with people they know and like".

I applaud Akin Gump for their efforts and thank them for including my family at the Happy Feet Premier.

Have A Great Day.

Thom Singer
www.thomsinger.com
thom@thomsinger.com