To market your law firm in a new and creative way, consider giving out earbuds, backpacks or sugar cookies with your logo on it.
Ditch the tired old refrigerator magnets, desk calendars and keychains.
“Some law firms are strategic with swag while others seem to put their logo on everything,” writes lawyer Ruth Carter on the Attorney at Work website “When executed properly, promotional merchandise is a great way to get in front of, and stay in front of, your audience.”
Carter suggests law firms should think outside the box by choosing swag that not only promotes their brand but says something positive about it. A cookie or other sweet treat makes a delicious first impression. Earbuds are perfect for a firm that does IP law or represents tech startups.
And while you’re at it, be intentional about where your swag is sourced and how it is made. Consumers are increasingly choosing products and services based on ethics and core values.
Giveaways That Keep Giving
Companies spend more than $20 billion annually on corporate swag in the US alone. This is greater than the national economy of many countries, as Jane Mosbacher Morris, author of Be The Change You Want To See, points out.
The ideal swag is something that will actually be used and not quickly thrown away. It will also spread your brand’s visibility.
That’s why backpacks and tote bags work so well. They become mobile advertisements for your firm. The same goes for ballcaps, visors and t-shirts. Just make sure your logo isn’t overwhelming. Even your loved ones will balk at wearing a gaudy billboard on the chest.
7 Tips for Successful Swag
- Choose items of good quality. If you give out ballpoint pens, make sure they write well and don’t fall apart in a matter of seconds. It’s got your logo on it, after all. It’s a reflection of your brand.
- Location matters. For an event at a ski resort, consider giving out a scarf, toboggan or hoodie. Lip balm is good for sunny spots. Hand sanitizers work well anywhere.
- Align with your principles. “You might buy branded product from a supplier producing in a zero waste production facility or that specializes in low environmental impact production,” writes Morris. “You could choose to purchase products made by hand, for both the unique, personal feel and because you value artisanship. You might look for branded t-shirts made from organic cotton or recycled plastic bottles.”
- It’s okay to eat it. “I always appreciate getting gum, sweets or other consumables — if they taste good,” writes Carter.
- Fun is fine. Nerf gavels are always a hit (pun intended).
- Branding by geography. Select items associated with your home turf: sunglasses for Wilmington, barbecue sauce for anywhere in the Carolinas.
- Support your community and good causes. “You can buy from companies that source ethically or from local, independent businesses,” writes Morris. “You might customize by shopping at a company started by a woman, veteran, or minority to help diversify your suppliers. You might also focus on the give-back component—does a potential seller donate a portion of proceeds to STEM education, marine research, animals, or something else your company cares about?”
What about you? What promotional merchandise do you use to support your brand?