When I was a solo practitioner, I attended a swag expo. You can put your law firm’s name and logo on an impressive number of things — pens, mugs, magnets and toys are just the tip of the swag iceberg. I was a bit overwhelmed by all the options.
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If you’re looking into promotional merchandise for your firm, start by thinking about the purpose of it. Law firm giveaways are a marketing tool to keep your firm’s name in front of your audience. Done right, their observable use of it will also help expand your brand’s visibility. When considering your options and your budget, think about your audience and what appeals to them, but also consider how, by using your swag, others will learn about you.
Note: Selecting the best law firm giveaways can significantly enhance visibility and engagement.
Think of Useful Law Firm Promotional Products
Whenever I go to a conference, I like to walk the expo hall — mostly to try to win gift cards and iPads — and put eyes on the booths. The first thing I scan after reading the name on the booth is the swag on the table. As a minimalist, I will only take promotional items if it’s something I will use. If your swag is interesting, people might take it with them, but will it help you stay top-of-mind if they just throw it away when they get home? Think about what your audience will want to use and hold onto. (In case you were wondering, I like clicky ballpoint pens — not the cheap stick pens, but the ones that are comfortable to grip when you’re signing letters or editing documents for clients during client meetings.)
Every year, members of my firm go to the International Trademark Association conference, and they always order new swag. Last year, it was earbuds with the firm’s logo. That went well with the idea that we do a lot of work related to technology. This year, my colleagues were looking at the techno-options for swag and asked for my input. Since this year’s conference was in Florida, I suggested lip balm and sunscreen — things that would be useful in a warmer climate. They were a hit!
It’s Okay to Be Consumable
There is nothing wrong with offering consumable swag. I always appreciate getting gum, sweets or other consumables — if they taste good. Every time I go to an event at my law school alma mater, I have no shame admitting that I smile if they have a tray of sugar cookies with the school’s name or company logo on them. It’s one of the many ways my school has endeared itself to me.
Note: Personalized gifts can also enhance business relationships and brand loyalty by fostering connections with potential clients and appreciating team members.
Let Your Potential Clients Spread the Word
If you have the budget for it, get quality swag that your audience, including potential clients, will actually carry or wear — and by doing so, spread the word about you. In the right setting, this works. I have two stories for you.
Story 1: Knoll makes high-end furniture — gorgeous pieces for home and office. When I attended a networking event at their corporate office, everyone attending was invited to take a Knoll tote bag home with them. It’s a big, high-quality bag that I use every week when I go grocery shopping. One of the cashiers loves Knoll. He hugs my tote bag. Not only has Knoll curried favor with me, I help promote them every time I shop — and it spreads joy to at least one of their fans.
Story 2: The convention hall at Content Marketing World was freezing cold last year. So cold that when I saw that the Brightcove booth had hooded sweatshirts, I made a beeline over to them and asked, “What do I have to do to get one of those?” At that moment, I didn’t care what their business was — turns out it is video production — I just wanted to be warm. I proceeded to wear the sweatshirt, prominently displaying the Brightcove logo, all day. And I still wear it — it’s a cozy, warm high-quality sweatshirt. Without even being a customer, they turned me into a walking billboard.
Note: Promotional items like these can also be effective tools for networking and keeping the business top of mind for prospective clients.
Tell Us About Your Law Firm Giveaways
When executed properly, promotional merchandise is a great way to get in front of, and stay in front of, your audience. Some firms in the legal industry are strategic with swag while others seem to put their logo on everything. I went to lunch with a lawyer whose firm is the master of swag, at least in the Phoenix area. He arrived with a bag of swag for me.
Does your law firm have swag? Please get in touch and share what you use, why you picked it and how it’s working out.
Note: Building a loyal client base through promotional strategies is really important for new law firms.
More Law Firm Swag Tips and Resources
Swag Vendors for Law Firms: 10 Options
Looking for swag for your law firm? Here are 10 vendors that offer a variety of promotional products. Remember to consider your audience, budget and branding goals when choosing a supplier and products.
- 4imprint: Big supplier with lots of options
- Vistaprint: Known for printing services, but also offers customizable promotional items
- Promotions Now: Custom promotional products for business
- Crestline: Offers a variety of promotional products with low minimum order quantities
- Pinnacle Promotions: Branded merchandise for various industries including legal
- ePromos: Wide selection of promotional products with dedicated account managers
- Quality Logo Products: Great customer service and quality assurance
- Swag.com: Modern platform for ordering custom swag with an easy interface
- Staples Promotional Products: Trusted name with lots of options
- HALO Branded Solutions: Promotional products and marketing solutions
Understanding Your Audience
Understanding your audience is key when it comes to selecting the right law firm promotional products. Different clients have different preferences and interests, and tailoring your giveaways to their unique needs can help create a more personalized and memorable experience. For instance, tech-savvy clients may appreciate wireless chargers or flash drives, while environmentally conscious clients may prefer eco-friendly products such as organic cotton socks or reusable water bottles.
Choosing the Right Giveaways
Choosing the right giveaways for your law firm can be a daunting task, but by considering a few key factors, you can make good decisions. First, consider the purpose of the giveaway. Is it to attract new clients, retain existing ones, or promote your law firm’s services and expertise? Next, think about your target audience and their preferences. What types of products would they find useful or appealing? Finally, consider your law firm’s brand and values. Choose products that align with your company culture and values, and that reflect your firm’s professionalism and expertise.
Distribution Methods
Once you’ve chosen the right giveaways for your law firm, it’s time to think about distribution methods. There are several ways to distribute promotional products, including networking events, conferences and seminars, trade shows and exhibitions, community events and charity functions, client appreciation events, new business openings and grand openings, and holiday parties and celebrations. Consider the target audience and the purpose of the giveaway when selecting a distribution method. For example, if you’re trying to attract new clients, a networking event or trade show may be a good choice. If you’re trying to retain existing clients, a client appreciation event or holiday party may be more effective.
Measuring Success
Measuring the success of your law firm’s promotional products can be challenging, but there are several ways to do so. One way is to track the number of leads generated from the promotional products. You can also track the number of new clients acquired as a result of the giveaways. Another way to measure success is to conduct surveys or focus groups to gauge the effectiveness of the promotional products. You can also track the number of social media mentions or reviews generated from the giveaways.
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