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When it comes to free promotional products – or “swag” from the British slang for stolen goods or loot – most law firms have a penchant for handing out pens emblazoned with their logos, a survey by The Lawyers Weekly reveals.

Nothing wrong with that. Just avoid the cheap plastic ones, cautions Carol de Ville, principal of The Branding Company, which specializes in tailored-made products for marketing and recognition events.

“One law firm purchased plastic pens in bulk from a wholesaler to distribute at a quality assurance conference,” Ville recounts with a chuckle. “The pens broke on first use. Springs popped out and littered the trade show floor.”

Not exactly a branding success story.

If your law firm is searching for the penultimate pen, however, take a gander at Fasken Martineau DuMoulin’s premium pen equipped with a handy USB key and laser pointer. Truly, the Swiss Army Knife of pens.

Indeed, the survey of over 30 law firms across Canada shows that some law firms’ swag is head and tails above the pack.

The winner in the Classic Canadiana category goes to Blakes, Cassels and Graydon. The venerable Bay Street firm was searching for a distinctively Canadian promotional product to hand out at the Association of Corporate Counsel (ACC) Annual conference five years ago to celebrate the opening of its first American offices in New York and Chicago. The solution? Knitted-wool toques with the law firm’s logo.

The toques were such a hit with attendees that by the third year Blakes’ had a line-up at its booth on the opening day of the conference and the firm even convinced ACC staff to don the caps in the exhibit hall.

Celia Bobkin, manager, media and public relations at Blakes explains the marketing inspiration behind the coveted woolen cap:

“Toques are a must-have to live in our climate and are synonymous for Americans with Canada after the exploits of Bob and Doug MacKenzie in ‘The Great White North’ sketch on Saturday Night Live. We were able to find toques that were hip, trendy and were being worn by the greatest snowboarders and skiers in both countries. We had found our item.”

A close-runner up in the Classic Canadian swag category goes to Fasken Martineau DuMoulin, which gives away bottles of maple syrup.

Aird & Berlis LLP earns an honorable mention for the most time and though put into promo products. In the past, the firm has given away BBQ sets, 11-piece car wash kits, cheese boards, aprons, heart rate monitors, baseball caps, first aid kits, picnic wine backpacks, pepper grinders, instant stain remover pens and pocket hand sanitizer spray.

As for the award for most coveted swag on campus, Gowling Lafleur Henderson is the hands-down winner with its entry: a set of mini-iPod speakers given out at law school interviews.
What are the keys to selecting successful swag?

According to Sandra DeFelice, marketing communications coordinator at Bereskin & Parr, an intellectual property boutique based in Toronto, law firms should choose something useful, such as a coffee cup or travel mug. Something, that does not become clutter or junk.  Promo items should not be “tacky” as you want the gift to reflect a professional image.  The product should raise brand awareness by having a clearly visible logo.

Patti MacDonald, director of student and associate programs at Gowlings LLP echoes DeFelice’s viewpoint:

“To be successful, we look for items that will be useful and not gimmicky (e.g. some firms gave out silly putty or slinkys). I’d rather give something that sticks around because it will come in handy,” writes Mac Donald, responding for Gowlings LLP.

In the quirky department, Cognition LLP, a Toronto firm that specializes in outsourcing in-house counsel, gives away gum ball machines; Torys LLP hands out yo-yo’s with an LED that lights-up; and Heenan Blaikie dispenses breath mints in a really cool container with a push-and-squeeze lid.Open. Closed. Open. Closed. Hours of amusement.

Ultimately, however, swag is all about name recognition. Buzz. That certain “Je ne sais quoi,” which the French call “I don’t know what.”

So how do you know whether your law firm’s swag will be successful?

Faskens Martineau has an internal online boutique where all of the firm’s swag is available for members of the firm, according to Anne-Julie Maltais, public relations advisor at Faskens Martineau.
If your staff likes your swag, chances are it will appeal to your target.