The most important thing about a conference like LegalTech is the opportunity to interact with innovators and thought leaders in the dynamic field of legal technology.
With that out of the way, the really important thing about a conference like LegalTech is seeing what toys, promos, giveaways, and other swag the marketing geniuses have prepared to catch the eye of a wandering general counsel strolling the many aisles of booths. While some stuck to the tried and true approach of putting out some generic candy and offering an iPad raffle every day of the conference, others really stepped up their game. Here are my personal favorites from the conference. At the end, feel free to vote on who was the King/Queen of marketing at this year’s conference….
The saddest thing I have to write is about one bit of swag that wasn’t available while I was there. Logikcull provides an eDiscovery solution you can access from wherever, whenever with an interface based on principles from eCommerce. But they also make their own wine — called “Redaction,” because of course it is — however I couldn’t snag a bottle from the booth. Sad.
First up is Huron Legal’s booth. The firm, offering everything from information governance to outside counsel management as part of its broad consulting strategy went with a bubbles theme. With ocean imagery abound and a full conference room lined with tubes of bubbling water, the booth certainly stood out. And the swag for Huron was as unique as its booth. Those multicolored vials aren’t props left over from the latest abortion of a Star Wars prequel, but flavored oxygen. While you can’t take this swag away with you, it’s swag nonetheless.
LegalTech is a whirlwind and eating in Midtown during a snowstorm is a lost cause so any booth giving out food was appreciated. Especially if the food broke out of the “here’s a Fun Size Snickers…” mold. But you shouldn’t eat anything at a conference in the middle of flu season without some hand sanitizer. Xerox had you covered. And Xerox (well, technically Lateral Data, the Xerox sub responsible for Viewpoint, their eDiscovery solution) was kind enough to avoid a pun about keeping germs from duplicating or something like that. I, however, will gladly play that card.
So, bring on the food. Sky Analytics, a tool for managing overall legal spend, brought multiple drums of popcorn to the party. It gave the nonstop demo films running in every booth a feature film quality.
One of my favorites on the food front. Bridgeway focuses on making in-house legal departments run better. They are also from Texas. To that end, they were handing out mini Pecan Pies, which were awesome.
iPro had a cupcake vending machine to help tout their new product eCapture that purports to be “a fully-automated electronic evidence processing solution designed to perform electronic discovery, processing, and production tasks quickly and accurately.” There was a special prize if your cupcake came out with a golden ticket in it or some other Willy Wonka-style nonsense. At least the cupcake machine worked better than their other advertisement — the phrase “iPro will get you where you need to go” on the only broken escalator in the hotel.
Closing out the foodstuffs, Daegis, an eDiscovery and Information Governance provider, had a soft-serve machine and all the fixins’. You might not think frozen yogurt would be a good fit for a conference in February, but after spending an hour or two crowded into a hotel conference center, you forget the outdoors.
This one is a little hard to see, but it’s pretty cool. Language and business service company Transperfect hands out these innocuous-looking blue boards that are really beer koozies. Because they work like old school slap bracelets.
Cloud-based eDiscovery company BIA was handing out monkeys. I’m not sure why, but it’s f**king monkeys. If you aren’t drawn to freeing monkeys from a cage, then you have no soul… and are probably a lawyer.
Document security company Titus was giving out a goddamned drone. Well, a radio-controlled helicopter, but one that I was assured could lift a small child. So if you’re looking to make the Balloon Boy story real…
I mentioned there was a snowstorm that plagued the conference. SpeakWrite, a transcription and dictation services provider, brought chap stick. So these folks were really thinking ahead about what people were desperately going to need in New York in February. They also have an app.
If you were feeling lucky, you could win $10,000 by playing a slot machine at the Oasis Discovery Partners booth. I won an orange ball, which was worth somewhat less than $10,000.
One of the buzzwords of the conference was the “Cloud” and another Cloud-based company, Legal-workspace offered these nerf-like gavels.
Finally, the swag that won the conference, in my mind. Colorado-based eDiscovery software vendor Catalyst let their state pride show by giving out rolling papers.
I spoke with founder John Tredennick and he was excited about his swag becoming the talk of the show. He said he had to “pull the CEO card” to get his people to go for the branded rolling papers. Well done.
So vote for the swag you think was the most desirable — what made you say, “Hey, I want to learn more about that company… let’s hang out in this booth for awhile.”
Who had the most desirable swag at LegalTech?
- Catalyst -- Rolling Papers (51%, 1,173 Votes)
- Bridgeway -- Mini-Pecan Pies (19%, 429 Votes)
- Huron Legal -- Oxygen bar (12%, 277 Votes)
- Transperfect -- 80s-tastic Beer Koozie Slap Bracelet (12%, 269 Votes)
- BIA -- Monkeys!!! (2%, 38 Votes)
- Titus -- R/C Helicopter (1%, 27 Votes)
- iPro -- Cupcake Machine (1%, 24 Votes)
- Legal-workspace -- Play gavel (1%, 17 Votes)
- Daegis -- Frozen Yogurt (1%, 16 Votes)
- Lateral Data -- Hand sanitizer (0%, 9 Votes)
- Oasis Discovery Partners -- Mid-conference gambling break (0%, 5 Votes)
- SpeakWrite -- Chap Stick (0%, 4 Votes)
- Sky Analytics -- Popcorn (0%, 2 Votes)
Total Voters: 2,289