Hot Law Firm Swag: Wool Hats, Maple Syrup; Not: Cheap Plastic Pens
When selecting swag to give out to potential clients, many law firms, for some reason, focus on cheap plastic pens.
This is not a recipe for marketing success, writes the Lawyers Weekly.
Instead, Canadian law firms have found, useful items that also provide a bit of luxury or style are perennially popular. If they also speak to the partnership’s Canadian roots, so much the better.
Maple syrup is one such item. Another is the stylish knitted wool toque emblazoned with the name of Blakes, Cassels and Graydon. The caps have become so popular with attendees at the Association of Corporate Counsel’s annual conference that eager recipients line up at the law firm’s booth on opening day to make sure they get theirs, the legal publication reports.
Another hands-down winner: sets of mini iPod speakers given out by Gowling Lafleur Henderson at law school interviews.
Swag should be useful, reflect a professional image and include the law firm’s logo, experts advise. But how do you know whether it will be a hit? Fasken Martineau DuMoulin offers its swag to staff via an internal online boutique, Lawyers Weekly notes. If staff likes it, chances are the targets will, too, says Anne-Julie Maltais, the firm’s public relations adviser.
