|
May 2010
Expert advice for advertising
attorneys.
Television media
placement:
Spot
placement is the most critical part of a legal advertiser’s
television advertising strategy. The goal is to reach
the most viewers with as much frequency as possible for the
least amount of money. Time of day, type of programming
either on local stations or cable networks via local
insertion, as well as viewer demographics, are all part of the
mix. Many lawyers and legal marketers continue to
implement their TV advertising from a direct response
approach, i.e., when the TV spot airs, the potential client
will respond with a call. Okay sure, you want to reach
the recently injured, but for real success you need strategies
that will create name recognition and top of the mind
awareness among all future injury victims as well. If
the majority of your television spots are being aired during
daytime hours only and/or your not aggressively advertising on
cable television, it’s time to reconsider your television
advertising strategy. To learn more about how you can
improve the efficiency and effectiveness of your media
placement, please contact us.
Creating TV spots:
Your television
commercials should enhance you image, not drag it down.
Even if you believe you have a good commercial,
you might want to do a search on Google, YouTube and the
like. It’s astonishing to me that a law firm will
continue to air a TV spot that has been labeled on YouTube as
a “stupid video”. Frankly, with well planned media
placement, a simple static screen with the law firm’s name and
number could be a marketing success. But since you have
the audiences’ attention, it makes sense to promote and inform
about the law, you, your reputation and your services.
There are many variables to consider when producing law firm
commercials and not enough space to address them all
here. I do however want to address one of my pet
peeves. I’ve been producing films and videos for 25
years and I do not like the use of
teleprompters. Unless you are a seasoned
professional, and even some of them are not so good, you will
inevitably appear to be reading and your eyes will be shifting
annoyingly back and forth. Lawyers are a highly educated
bunch and many, especially trial lawyers, possess excellent
verbal skills. With just a minimal amount of effort and
proper direction, most lawyers should be able to deliver a 30
or 60 second commercial message without the need for a
teleprompter.
Legal Marketing Results
offers proven and highly successful advertising and marketing
solutions for personal injury and medical malpractice
attorneys. Is your advertising leading the pack or
is it lost in the shuffle? Don't settle for legal
advertising that just follows in the misguided footsteps of
the competition. Our strategies are designed to create
high market visibility, name recognition and top of the mind
awareness. We know your business, we know your clients
and we know what works and what doesn't. To learn more,
visit our website
and watch our video demo reel,
or simply contact us
.
Greg
Wolske
Legal Marketing
Results
Lasso Productions
®
614-326-3456
Email
|
Past
articles:
Advertising for medical malpractice cases has
increased significantly.
According to the
Chamber Institute for Legal Reform, television advertisements
soliciting plaintiffs for medical malpractice lawsuits
increased from about 10,150 ads in 2004 to more than 156,000
ads in 2008--nearly a 1,400 percent increase in four years,
according to a new study released today. The study showed that
spending for these ads increased from $3.8 million to nearly
$62 million during this time period--a 1,300 percent increase
in 2008-adjusted dollars. In addition, while TV ad sales
drastically declined in nearly all of the top 25 local
broadcast categories in 2009, revenues for legal services
actually increased. Clearly, television is a very
important advertising medium for law firms that want to be
competitive.
Just who and where are those potential medical
malpractice clients?
Numerous research studies have shown that medical
errors disproportionately affect minorities, the poor, the
less educated, the elderly and those who live in rural areas.
I’m quite sure that most plaintiffs’ lawyers who
represent medical malpractice victims would agree. So
how do you reach these potential clients? Well, if
you’re marketing your law firm solely via the internet, the
odds of these individuals seeing your website or search engine
ads are greatly diminished. Why? Because numerous
surveys have shown that the above mentioned demographic groups
are among the least likely to use and/or have access to the
internet. Television is a far superior advertising
medium for law firms who want to reach current and future
victims of medical malpractice.
More
articles here.
|
