5 law firm client events for relationship building

Why law firm client events are still important

How to organise an event to attract clients is a question asked by many lawyers engaged in their law firm’s marketing and business development activities. Dinner and drinks events are a longstanding law firm tradition but with client’s inboxes flooded with invites from lawyers hoping to win their business, lawyers, now more than ever, need to be innovative when planning client events.

Aside from the fact traditional drinking-focused events can be alienating for the rising number of non-drinkers, clients report being uninspired and often unwilling to give up their personal time for a few free glasses of cheap plonk.

Organising a unique and engaging event which aligns with clients’ interests and values is a great way for law firms to stand out from the crowd, attract and make clients more likely to give up their valuable time.

By engaging with clients outside of the typical corporate setting, lawyers are more likely to build meaningful, long-term client relationships beyond necessary business interactions.

Invite clients to a relevant industry event

Whether your target clients are in-house counsel or business leaders, like you, they are no doubt short on time. It’s common practice to invite clients to legal award ceremonies with the hope of impressing them, but consider inviting your client to an event that will be of interest and value to them.

For example, inviting your client to an industry focused seminar or speaker event will deepen your understanding of the environment in which your clients in that sector operate, and allow them to ‘kill two birds with one stone’.

There may also be the opportunity to network alongside them, with other potential clients.

Host a law firm client roundtable

Roundtable discussions are a great opportunity to connect with clients and prospects while engaging in discussion surrounding a topic of interest to them.

Suitable topics could include an upcoming legal development, economic factors, or their approach to sustainability and diversity within their business.

Clients often appreciate the invite to such events for the opportunity to engage with like minded professionals facing similar challenges. Discussions also provide an invaluable opportunity for firms to hear the perspectives of their clients and businesses in similar sectors.

Attend or participate in a charity event

Many law firms are great at stating their commitment to social impact and tackling injustice, but often struggle to meaningfully demonstrate this commitment. There is certainly an increased expectation on all businesses to actively engage in social impact and tackling injustice.

By attending or participating in a charity event with your client you are able to demonstrate that your firm’s mission and values are more than just lip service. This is in addition to the fact that positively contributing to a cause that is important to you can be personally rewarding.

Explore a gallery or museum

Exploring a museum or gallery provides an opportunity for lawyers to connect with clients on a personal level in a more relaxed and inspiring environment. It promises clients a different experience to the traditional corporate lunch or dinner.

It also demonstrates an innovative nature, interest in doing things differently and a willingness to engage in cultural experiences.

Organise a joint community initiative

Many businesses are looking to their law firms to assist them in meeting their corporate social responsibility (CSR) pledges, including relating to social mobility, sustainability and diversity and inclusion. Organising a joint community initiative such as a mentoring scheme in your local area could be the beginning of an ongoing relationship rooted in shared values and positive impact.

Final thoughts

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