Why dry events are a law firm marketers dream

What are dry events?

But firstly, what is a ‘dry event’? Essentially, it’s any event where alcohol doesn’t feature, and perhaps takes place in a venue where no alcohol is held.

There is currently a groundswell trend against booze, and being alcohol-free no longer holds the same stigma that it perhaps has in the past. More of us are alcohol-free than was ever the case in the past, and it seems bonkers that so many events in the legal sector revolve around, or at least include, the consumption of alcohol.

There are many reasons why an individual may be alcohol-free, and even typing this it seems weird that the cultural default in the UK gives the impression of drinker first, alcohol free second. So many lawyers but also law firm clients are no longer white, male, older (and there is so much to be glad of there) and the reasons not to drink are too many to mention. Religion or cultural norms may play a part, but also choice, pregnancy or addiction also of course feature where people prefer, want or need to exclude alcohol from their lives.

Take Christmas, for example. Many businesses celebrate this holiday and religious period with Christmas drinks. And there’s absolutely nothing wrong with that. But it isn’t particularly inclusive – and not just because of the booze.

Why you should be considering dry events for your law firm

Perhaps now is the time to step back from your usual calendar of events, look again at your target audiences and place them central to your event planning. In doing so you may find that actually celebrating Christmas isn’t something that appeals to the majority of your clients, potential clients or referrers.

Perhaps it’s time to consider an alternative to a Christmas party or spend some of the budget instead on a Christmas party in a tea shop or ice cream parlour IF this is something that resonates with your target audiences.

Remember that this isn’t about being ‘anti’ booze, and nobody is suggesting that you can’t have a very successful, booze-filled event. Rather it’s about challenging your beliefs and perceptions and ensuring that your events are truly delivering the return you hope for.

Doing so may add value to some or many of your clients, prospects or referrers, but also acknowledges that alcohol and networking simply don’t have to go hand in hand.

The best marketing and PR activities always keep the target audiences front of mind, and if yours has changed or you’ve simply been ignoring a segment of it by sticking to a tried and tested calendar of events, perhaps it’s time to ring the changes.

Click here to arrange a chat with the LexRex team about inclusive* event planning and support.

*Fun, energetic, interesting, innovative, insightful