This morning, I used a pen that I got at a conference last year (I really do miss in-person conferences) from a law firm service provider. It’s my favorite pen. It writes perfectly, it never leaks, it has the perfect consistency and it is a bright color, so I can always find it in my purse.
On the flip side, I have another pen, from a top 10 AmLaw-ranked firm with profits of more than $3 million per partner per year that ran out of ink the second time I used it. It’s flimsy and plastic. I was surprised that a firm of this caliber would give out hundreds of these pens to their clients, recruits and prospects.
It’s incredibly important that each touchpoint your target audience has with your brand is truly reflective of your brand.
That means even the pens you hand out at a conference (when we go back to conferences!), the coffee you serve, the way the bathrooms look, and the tidiness of the reception areas (including ensuring the plants in the reception area are healthy looking) need to be well thought out.
And the kind of SWAG (or promotional items or tchotchkes as I prefer to call them) you choose to represent your company is much more important than you may think. It’s part of your outward facing brand and can be an easy way to gain positive visibility for your organization.
SWAG is the abbreviation of “Stuff We All Get” (I personally didn’t know that until I researched this article). As with so many things in marketing, one size doesn’t fit all, so it’s important to have multiple promotional pieces from which you can choose. Many firms keep closets full of promotional items and have an online catalog to make it easy for employees to choose items when they need them.
It should go without saying that your company branding should appear on every promotional piece.
So, how do you choose awesome company SWAG that your clients and other target audiences actually want?
There’s a huge difference between being thoughtful with your company swag items and just putting your company logo on the cheapest or coolest items you can find. The benefits of doing the former go way beyond what you might think.
Investing in high-quality swag has the potential to earn you extra brand impressions, build awareness, cultivate strong company culture, and build good rapport between your brand and your prospects.
Taking the time to pick out the right swag will enhance your brand and reputation, promote your company culture and promote positive buzz your organization.
I’d love to hear more about what promotional items your firm is using.
Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, professional associations and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for smaller firms. Over her nearly 20-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn and follow her latest writing on JD Supra.