I like ketchup.

So when I heard that Heinz was offering a promotion allowing people to personalize their own ketchup bottle, I just had to do it.

Law firms often put their name on everyday items. I’ve seen coasters, matchbooks, umbrellas, mousepads, pens, tee shirts, bags and coats just to name a few. But ketchup is a new one.

To me, name recognition by way of ketchup would be very effective…..since I use it so much. Every time I’d open the refrigerator, I’d be reminded of the firm.

And since ketchup isn’t just a one time use item, I’d be reminded multiple times. A law firm name on a coke can? Not very good.

What other everyday items would be good for firms to advertise on?

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I just read an interesting article entitled “The One Number You Need To Grow,” by Frederick F. Reichheld. The article explores a different way of calculating the ratio of clients who promote your firm to the detractors.

The result is a measure of loyalty, which is absolutely crucial in winning word-of-mouth referrals for law firms. Simply put, from the article:

If growth is what you’re after, you won’t learn much from complex measurements of customer satisfaction or retention.  You simply need to know what your customers tell your friends about you.

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