Law fairs represent a significant event in the academic calendar for prospective law students in the United Kingdom. These informational fairs provide a centralised opportunity for students to connect with admissions professionals from a wide range of law schools and firms. Beyond the educational value, a notable tradition at these events is the distribution of promotional freebies, or branded merchandise, designed to attract the attention of aspiring lawyers. The year 2019 saw a variety of creative and practical items offered by participating firms, ranging from everyday useful goods to novel, conversation-starting gadgets. This article examines the freebies documented from the 2019 law fair circuit, evaluating their utility and appeal based on reports from attendees and career advisors.
The Law Fair Context
Law fairs are informational events open to all prospective students, regardless of their major or year of study. They are designed to be low-stakes opportunities for applicants to learn more about what law schools value in applications and to understand specific programmes. Attending a law fair allows students to speak directly with admissions professionals from numerous institutions in one convenient location. These events are typically held annually during the fall semester.
For the 2019 season, a specific law fair was documented to have taken place on October 3rd, from 11:00 am to 2:00 pm, at the Texas Union Ballroom. The event required no RSVP or resumes, and admission was free. Attendees were advised to bring a pen, notepad, and questions, with business casual dress recommended. A list of participating law schools was available on the event's website. This particular fair was part of a broader series of law school visits occurring in the autumn.
While the primary purpose of a law fair is informational, the presence of freebies adds an element of engagement and tangible takeaway for students. These items serve as a marketing tool for law firms, aiming to build brand recognition and goodwill among future legal talent.
A Review of 2019 Law Firm Freebies
An independent legal career advice provider, LawCareers.Net, has been attending UK law fairs for over two decades. Their annual review of freebies provides insight into the promotional strategies employed by law firms. The following is a summary of notable freebies from the 2019 circuit, categorised by type and utility.
Water Bottles: The Staple Freebie
Water bottles remain a perennial favourite at law fairs. The LawCareers.Net (LCN) team noted that, after more than 20 years of attendance, they are "never not excited" by the collection available. For 2019, a specific water bottle was highlighted for its motivational quote, designed to inspire students while they stay hydrated. This item combines practicality with a positive message, making it a useful and encouraging gift for students navigating the pressures of their studies and applications.
Novelty and Multi-Function Items
Some firms opted for more creative, conversation-starting items. Gateley offered a "funny-looking pen" that served a dual purpose: it could be used for writing lecture notes and also functioned as a screen cleaner for a mobile phone. This multi-functionality adds value beyond a standard pen, addressing two common student needs in one item.
In a particularly distinctive move, Mayer Brown provided a "fidget spinner charger." This item was described as an unexpected mash-up of 2019 trends—a fidget spinner, a popular toy for stress relief, combined with a practical charging device. While its utility may be debated, its novelty guaranteed it would be remembered and likely sparked conversations among recipients.
Practical and Useful Goods
Beyond novelty, several firms focused on items with clear, everyday utility. Kirkland & Ellis distributed a "swish automatic" umbrella, which was quickly popular among the LCN team for its effectiveness in battling the British winter. A reliable umbrella is a highly appreciated item for anyone in the UK, making this a thoughtful and practical choice.
Watson Farley & Williams adopted a travel theme, providing two related items: a "lovely bright blue passport cover" and an "extremely useful travel adaptor." This theme is particularly relevant for law students, who may travel for internships, study abroad programmes, or future client meetings. The passport cover offers brand visibility during travel, while the adaptor solves a common logistical problem.
Mindfulness and Stress Relief
Recognising the high-stress environment of legal education and training, some freebies were designed to promote relaxation. Addleshaw Goddard’s colouring book was singled out for special mention. Described as a "unique idea," the colouring book was consistently popular with both the LCN team and students. The 2019 edition was noted as being no different from previous years, offering a "perfect gift for stressed-out students in need of some mindfulness." This item demonstrates an understanding of student wellbeing and provides a non-academic, creative outlet.
Food and Beverage Freebies
While not a physical item to keep, food and drink offerings also form part of the law fair freebie landscape. Mayer Brown was recognised for its tradition of sending a "lovely box of their brownies and other freebies" to the LCN team during the busy "milk round" season—the period when law firms visit universities to recruit trainees. This gesture puts a "smile on our faces," as reported, and extends the firm's generosity beyond the immediate fair attendees to the career advisors themselves.
The Role and Impact of Law Fair Freebies
The distribution of freebies at law fairs serves multiple purposes. For law firms, it is a direct marketing and recruitment tool. A well-chosen item can keep the firm's name in the student's mind long after the fair has ended. An umbrella used on a rainy day or a water bottle carried to lectures provides repeated brand exposure.
For students, these freebies offer both immediate and long-term value. They are tangible souvenirs of their law fair experience and can be genuinely useful items that support their daily student life. The variety—from practical tools like umbrellas and adaptors to wellness items like colouring books—shows that firms are considering the holistic needs of aspiring lawyers.
The review from LawCareers.Net suggests that the most successful freebies are those that combine utility with a touch of creativity or mindfulness. While novelty items like the fidget spinner charger generate buzz, the consistently appreciated items are those that solve a common problem, such as staying hydrated, staying dry, or staying charged while travelling.
Conclusion
The 2019 law fair freebies showcased a blend of practicality, novelty, and student-centric thinking. From the staple water bottle to the innovative multi-function pen, and from the essential umbrella to the mindful colouring book, firms offered a diverse array of promotional items. These freebies are more than mere trinkets; they are strategic tools for brand building and student engagement within the competitive legal recruitment landscape. For prospective law students attending these fairs, the freebies provide a small but welcome perk, offering both immediate use and a lasting reminder of the firms they encountered. The trends observed in 2019 indicate a continued emphasis on items that are useful in daily life, relevant to a student's needs, and capable of fostering a positive association with the distributing firm.