It’s never been easy to become a lawyer. But these days, even if you passed the bar a few decades ago, just being a lawyer is hard.

Why? Competition is a big part of the picture. More law firms are competing for the same number of clients. And more money is going into legal TV advertising than ever before.

In a world where advertising is simultaneously more important and harder to execute, we think it’s crucial to have a solid strategy to achieve better results.

Network Affiliates has been a part of the attorney TV advertising space for as long as it has existed. We’ve stood as a witness to the shifting trends and mounting challenges, and part of our job is helping our clients sail those winds of change.

In life, the best solutions come from an in-depth understanding of the problem. To that end, we’re using our deep industry knowledge to map out the current challenges facing legal advertisers today.

We begin in this article with the internal challenges facing your firm from within your own industry. Later, Part II will look at the external challenges.

We want you to understand these challenges so that, in turn, you’ll understand how we can help you overcome them. Our goals for your firm are simple:

• More clients
• Increased referrals
• Better cases
• Increased ROI
• A reputation as the local leader in your field

Our marketing strategies for law firms are, frankly, very effective at making these goals reality. They work for our clients, and they’ll work for you. But here’s what you’re up against.

Your Competitors Are Probably Outspending You.

Between 2014 and 2015, overall television spending grew from $69.2 billion to $71.1 billion. Forecasters expect that number to hit $81 billion by 2019. That’s less than two years away!

Do you know which industry is driving the biggest portion of that growth? You guessed it! Legal services.

Attorney TV advertising grew six times faster than all other ad spending from 2008 to 2014. And in 2015, it claimed the sixth spot on the Top 20 Broadcast Advertisers chart.

If you do much channel surfing in your all-too-scarce free time, you’ve probably noticed this uptick yourself. Attorney commercials are everywhere. There’s a reason for that: they are mightily effective.

This means you have a real challenge in front of you: your competitors are making significant investments in TV advertising. So how can you outdo them? How do you stand out from the pack?

National Players Are Entering Your Market.

Once upon a time, your biggest competitors were in an office two blocks away. Jurisdictional boundaries meant that law was a local game. But that’s changing.

Huge multistate law firms are aggressively expanding beyond their home states. They have effectively established themselves as national law firms “for the little guy.” And because they invest immense amounts in advertising, they’re able to quickly build a reputation from many miles away.

In addition, the internet has become a “national player” all its own. Millennials are on the cusp of adulthood, and they are a very web-savvy bunch. The internet is their playground. Free online tutorials and do-it-yourself services like LegalZoom are a big threat to local law firms.

Dentons recently announced an all-new, free-to-use Nextlaw Global Referral Network. It’s the latest blow to localized legal services, as it mechanizes lawyer referrals on a global scale.

All of this means your advertising efforts must set you apart not only from your rival across the street but also from all the other options available to your clients in our globally interconnected world.

Consolidation

Last year, Bloomberg Law reported that law firms are consolidating in record numbers in the United States. If you aren’t one of those firms, then your competitors are only growing bigger.

Venture Capitalist Money

According to Law.com, at least 18 major law firms are either considering or actively engaging in ongoing relationships with deep-pocketed venture capitalists.

It’s called litigation investment, and it’s a booming business. Essentially, non-lawyers are getting together and pouring money into blossoming law firms, recouping part of the profits as a return… just like they would in any other capital venture.

If that sounds unethical to you, you might be onto something. Some legal watchdogs expect ethics boards to crack down on the practice. But they haven’t yet, and there’s no way to know whether (or how) that might happen.

In the meantime, these venture capitalists only add to the mega-firm trend.

Law Firms in Local Wal-Marts

It almost sounds too weird to be true, but believe it or not, law firms are opening inside Wal-Marts around the country. We don’t mean that figuratively. You can actually walk into some of these big-box retailers and find a fully functioning law firm sandwiched between the game arcade and the nail salon.

ABA Journal and FindLaw have both profiled once-small law firms that have partnered with their local Wal-Marts to hang a shingle inside their warehouse walls.

While many lawyers look down on the idea, they also need to take it seriously. Wal-Mart has hampered (if not crushed) many a small business in this country. You can imagine that many of your prospective clients might find the idea of a one-stop shop for legal services appealing, especially in the personal injury field.

A Wal-Mart firm enjoys unparalleled visibility — something you’ll need to rival on television.

Tort Reform

There is remarkable political momentum toward tort reform in the United States. Already, many jurisdictions have made it harder than ever to bring these cases in the first place. Even a successful settlement or verdict comes with a smaller profit margin than ever before.

Indeed, of all the challenges we’ve enumerated in this article, tort reform might have already had the most profound impact on your business (especially if you’re practicing med-mal in a state with a pro-reform political climate).

So How Do You Survive?

It isn’t easy. The legal space is getting more crowded, and the competition is dense. There is good news, though. Television is a proven and reliable answer to the problem.

Law firms that make prudent investments in lawyer TV advertising see measurable results. Many tell us it’s the best decision they ever made. To stand out, though, you need the right mindset and a truly strategic approach. We address that approach in further detail in our latest white paper, A Legal Advertising Survival Guide for PI Attorneys.

Network Affiliates is an industry leader in law firm marketing. We know how to position you against your biggest competitors and produce results. In fact, our agency produced one of the country’s very first legal TV commercials. That’s how long we’ve been in the game!

Put our experience on your side. Call (888) 461-1016 or contact us online today.

Many attorneys think getting ahead of their competition can be as simple as running an ad on television. After all, no other medium puts you in such direct and immediate contact with so many potential clients.

We’re here to tell you: there’s nothing “simple” about it.

Just think about the TV ads you’ve seen in your own market. Some of them are great. Most are not. And many are costing attorneys way too much money because they aren’t being produced, packaged, and targeted strategically.

So how do you orchestrate a legal TV advertising campaign that puts your law firm atop all your competitors?

Let’s take a look at real and actionable ways you can get in on the TV game — the right way.

It’s All in Your Head: Why Your Mindset Matters More Than Anything

Television advertising is a commitment and an investment. Decide today that you will take your law firm to the next level. Making that choice, consciously and deliberately, is probably the most important ingredient in the whole recipe.

Because here’s the thing: attorney commercials work. They absolutely work.

Did you know that in 2015, legal advertising ranked #6 in the Top 20 Broadcast Advertisers? That’s an incredible statistic. When you think about every industry, every product, every service, and every advertiser in all of American commerce, law firms are in the top six.

They’re there for a reason, and it isn’t just ego. Television is a powerful, proven engine for law firm growth. In fact, TV advertising for attorneys has grown by 68% in the last eight years alone (even as most other industries’ investment levels stayed flat).

That’s why your mindset matters so much. Your competitors are investing in TV advertising left and right, and they’re getting new clients, better cases, and bigger profits as a result.

It Takes a Little Time: The Attorney TV Advertising Lifecycle

Television’s real power is in the long term and the benefits are too substantial for you to give up on after a few weeks or months. We encourage our television advertising clients to approach this market with the seriousness and patience it deserves.

For instance, imagine a working mother who lives fifteen minutes down the road from your office. She works hard every day, and as a reward, she watches her fair share of TV at night. Every night when she turns on the TV, she sees commercials from multiple law firms. Now, she might not have a lawsuit on her hands today, tomorrow or next week… but she’s exposed to the messaging anyway, and your firm is making an impression. The next time she needs a lawyer; wouldn’t you want your firm to be included in her consideration phase?

Now, envision the tens of thousands of individuals and families in your community that you can also consistently reach through the airwaves. The next time they need a lawyer; wouldn’t you want your firm to be included in their consideration phase?

Once you decide to go after all that TV offers, commit yourself, your firm, your staff, and your budget to at least 16-24 months in support of that decision.

Will It Be the Best Decision You’ve Ever Made?

Most of our legal TV advertising clients will tell you this is the single best investment decision they’ve ever made.

If you approach it earnestly and strategically, there is a reasonable likelihood you will say the very same thing.

While other kinds of marketing can confer many worthwhile benefits, TV advertising remains the clearest available path to measurable law firm growth.

Why Can’t Your Attorney Commercials Be the Most Successful Attorney Commercials?

Ask yourself that question! There’s no good answer, because the truth is your firm can reach that level of success. You just need the right strategy and the right partner to make it happen.

We Are the Pioneers.

At Network Affiliates, we know a thing or two about TV advertising for lawyers because we literally created one of the very first.

When the U.S. Supreme Court allowed law firms to embrace television back in 1977, it was our founder, Norton Frickey, who led the charge. He assembled a team that continues to lead the industry to this very day.

We invite you to learn more about our philosophy on television marketing for law firms, including examples of our work and our Four Golden Rules.

Or, even easier — just give us a call. Ask how we can help. Our expert legal marketing professionals are ready to talk. Dial (888) 461-1016 or contact us online. Let’s grow your business.

Yes, the way people are choosing to view television is very different these days. However, statistics continue to demonstrate that TV still works very well for the legal industry, which thrives on reaching a broad segment of the population. Continue reading “An overview of TV advertising for lawyers”

The traits, tone and temperament that will make a great face for your firm

A spokesperson for any legal brand must wear a lot of hats these days. If leveraged correctly, this person will not only represent your law firm on TV, but may also set the tone for your corporate blog, social profile, speaking engagements, interviews and more.

Because communication comes in so many forms—especially with the proliferation of digital content owned by law firms—a spokesperson must not only fit what your legal brand wants to represent, but also be able to handle all the important tasks and deliverables that come along with taking on such a significant role.

Like many lawyers, who are versed in the rules of law but may lack the confidence and skills for uncovering and anointing an advertising spokesperson, you may be wondering what you should be looking for in the first place. There are many factors to consider:

1. If we don’t have an obvious “talking head,” how do we scout or “interview” for a spokesperson?
2. Do we have someone who can represent the universality of the firm in a consistent and calm way?
3. Is the person we’ve identified passionate enough to make a statement and move people emotionally, but serious enough to show we mean business?
4. Does having a male or female representative matter in our industry, region or type of law?
5. Should we be looking for someone younger who might better represent the future of our law firm?
6. If this person can deliver a coherent presentation on technical aspects of law, does it mean he or she can adequately relate to our prospective clients?
7. Do they know our law firm inside and out, or is that deep knowledge irrelevant if they can connect with our audience?
8. Do we have someone who can really speak and balance timing, inflection and even subtle humor?
9. Can our spokesperson act quickly on his or her feet and remain personable, humble and lighthearted even when things go wrong?
10. Is this person someone that our brother or mother or nephew would believe and find not only engaging but also credible?

OK, that’s a lot of questions. We’ll try to address as many aspects of finding the right spokesperson as we can to fuel your mission to pinpoint the right person in an educated, systematic way.

From single-sided talking head to multifaceted messenger

There’s arguably no segment more tied to the “talking head” spokesperson than TV advertising for lawyers. This traditional tactic worked in the past when the legal space was less crowded and attorneys were first noodling out how to best demonstrate their prowess on the big screen. (Lawyers were only granted the ability to advertise on TV in 1977, after a U.S Supreme court ruled Arizona’s state ban on legal advertising a violation of free speech.) However, today spokespeople are increasingly tasked with using their personalities and public-speaking skills in entirely new ways on TV—and beyond.

For example, instead of sitting in front of a camera for a one-way conversation, where the talking head reeled off the law firm’s extensive history, biggest wins and top-ranking lawyers, modern TV marketing tactics may require a law firm spokesperson to introduce a real-life scenario of an accident victim; play a character role; interview a former client; and consistently set the brand tone on the airwaves (and the internet).

As TV advertising for lawyers has shifted to increasingly more creative strategies in effort to outfox rather than outtalk the competition, spokespeople must be not only great conversationalists, but inspiring, empathetic and engaging communicators.

Finding that ideal representative can be a challenge, often because this spokesperson may no longer be the most obvious person in the law firm—the oldest member, for example, or the hot-shot lawyer who just joined the team, or the astute attorney who can network her way through a room in style. It may the person who can wear the most hats—and make it look easy in all of them.

 

So what traits do modern-day spokespeople have in common?

Let’s explore.

Passion. These are people who are deeply vested in what they do. They are in law for a clear reason and have navigated to your law firm for a specific purpose. They demonstrate passion—a constant, curious drive for self-improvement and knowledge—in everything they do, even outside of the legal profession.

Creativity. Top spokespeople can think out of the box—and do it very quickly on their feet. They are not so rigid in their thinking that they can’t take direction, see the value in expert advice or shift on the fly. Creativity also pairs with compassion, a critical element of connecting with a viewer of advertising. When you are open to seeing beyond a set pathway, lifestyle or stereotype, you may more easily find compassion for others—ultimately, the clients lawyers want to serve.

Humor. While lawyers certainly must tread lightly in this territory, often the best-performing spokespeople are naturally witty and have a knack for using humor only when and where it’s appropriate. Subtle, situational humor can work wonders for putting others at ease, delivering a poignant message, connecting with audiences on a personal level and even disrupting the status quo in a memorable way.

Calm. It is possible to be both passionate and calm. Creative and centered. Humorous yet cool under pressure. It is the people who employ the traits mentioned above when necessary, but ultimately operate from a center of calm that can send a consistent, believable message that will in turn create the kind of client loyalty law firms count on.

 

How about the actual innate or learned skills necessary to become a spokesperson for an entire law firm?

Tone. This could be anything from a deeply resonating and memorable vocal pitch to a friendly, girl-next-door tone that is instantly relatable. Just listen to the radio. It drives home the different voices and talent used for different advertising messages. Decide what your spokesperson is “saying” through his or her tone. What impression does it make? Does it fit your legal brand? Is it credible? Does it make people feel comfortable?

Timing. As the best comedians know, timing is everything. While most people associate timing—such as being able to deliver a punch line appropriately, pausing at the right moment for dramatic effect and using body language to change the tempo of your speech—with a natural ability, that’s not entirely accurate. Effective public speakers practice timing and dial it in over time, as can any spokesperson with the will and drive to make messages more powerful.

Connection. Everyone has had the experience of connecting deeply with something a speaker has said or demonstrated. That’s exactly what you want to do with your audiences in advertising: connect. Connection comes through emotion and empathy. Truly gifted spokespeople have the ability to connect through storytelling (for example, sharing a personal or universal fear or hope); through emotion (for example, feeling or showing sentimentality outwardly); and through empathy for other people (for example, demonstrating something deeper than compassion in carefully chosen words, physical gestures or voice inflection).

Expression. How a spokespeople express themselves goes way beyond words. This is about physical energy, posture, body gestures, vocal range, confidence and so much more. While we think of fully “expressive” people as “filling up a room,” that doesn’t always have to be result. Your spokesperson doesn’t have to be the loudest, boldest or most dramatic person in the room. But the person you choose to represent your law firm must be uniquely expressive—in a way that always leaves an impression.

Need more ideas for turning up your TV and overall marketing advertising? We at Network Affiliates can help you with plenty of tips on pinpointing a spokesperson, plus in-house creative, production and media-planning to handle all your firms  advertising needs. Call  us at (888) 461-1016 for a FREE confidential evaluation of your Law firm’s current marketing.

We are currently helping over 88 clients in 96 markets win the battle for Fresh, New, High Valued cases.

7 EXAMPLES OF COMPELLING, NOT CHEESY, LEGAL COMMERCIALS

Every lawyer can play in the TV advertising space and win new business. But you have to be doing something different than the other firm. The originality and authenticity of your campaign is critical to capturing new eyeballs; making prospective clients stop, think and remember your firm; establishing an initial element of trust; encouraging people to share your message; and ultimately possessing people to take action.

This begs the question: How can attorneys distinguish themselves from one another in such a highly competitive space?

• How can a TV commercial come across as so compelling that viewers simply can’t turn away?
• How can a legal advertisement’s creative license inspire action in a way that no message has done before?
• How can the elements that make a legal brand different from the firm next door truly reveal itself on screen?
• How can attorneys without massive advertising budgets still compete on TV against lawyers with national reputations—and exposure?
• How clever can law firm television advertising campaigns get and still make the phone ring?

Facts continue to show the enduring value attorneys place on law firm television advertising. TV advertising already constitutes more than $70 billion in annual spend nationwide and is predicted to hit $90 billion in the next three years. Law firm TV advertising makes up a huge chunk of this figure, growing six times faster than all other ad spending between 2008 and 2014. And today legal services sits at the number six spot among the top 20 biggest broadcast advertisers in the U.S.

There are so many best practices that professional video production artists, including our own in-house studio staff, use to help lawyers distinguish themselves in the marketplace.

However the most successful law firm TV advertising campaigns today include these components:

• Sound, smart and savvy scripting
• Professional-grade visual and audio production
• Expert talent execution and editing
• Video diversification and dissemination
• Strategic digital placement and social promotion

After being in the business for more than 30 years, our legal marketing experts could tell you some tips and tricks for helping law firms advertise on television and online, but it might make more impact if we employ video itself to tell the story. Here are seven of Network Affiliates’ most effective law firm television advertising spots—and why they work. These include both original commercial creative as well as a few new favorites from our library of pre-produced ads that can be customized for law firms practicing in some of the most common areas of law.

 

OUT OF CONTROL

Why it works: This shocking campaign stands alone in a sea of lackluster legal advertising. “Out of Control” is a series of commercials that attempts to recreate the formidable, frightening feelings accident victims experience in the days, weeks and months following an injury. When the victim mindset takes hold, people typically feel panicked, lost and taken advantage of by everyone—from the careless driver to the bill collector. While the spot undeniably fuels this tension by reminding viewers of how bad it is, there’s immediate payoff for reliving the pain: help. Expert legal counsel can quickly show victims a way out from under water.

http://digourideas.wistia.com/medias/0iz0s2yim8?embedType=async&videoFoam=true&videoWidth=622

 

SHATTERED

Why it works: One of our most memorable law firm television advertising spots to date, “Shattered” goes against everything you’ve seen in the legal industry before. Switching the emphasis from touting the accolades of a chest-pounding lawyer to showing the physical reality of a car-accident victim, this production phenomenon actually slows down footage to create the sense of how a life can be shattered in an instant. Props included a stylized, turntable-mounted car cabin, silicone “glass” cannons and two air guns to create a haunting and lasting visual impact.

http://digourideas.wistia.com/medias/edexy2khlt?embedType=async&videoFoam=true&videoWidth=622

 

NEED TO KNOW

Why it works: This totally out-of-the-box, totally fun and totally informative spot shakes things up in the traditional legal TV advertising community by using a no-nonsense script and bright, quirky graphical cues to keep viewers tuned in. It’s like a favorite tips piece—only in video format. People are intrigued by anything that informs them in a way that makes them feel more in control during what is inevitably a very stressful and confusing time. Simply knowing some steps to follow when dealing with insurance companies gives viewers an immediate sense of confidence—and ideally enough resolve to take the next step to call a lawyer.

http://digourideas.wistia.com/medias/3iz6qvooq0?embedType=async&videoFoam=true&videoWidth=622

 

CLAIM NUMBER

Why it works: Underscored by tight art direction and high production value, this spot’s fundamental play is emotion. Humans can quickly identify with a moment when they, too, felt downgraded to a nothing but a “number” by an insurance company whose best interests were in dollar signs. It’s happened to the best of us, and it leaves us every one of us feeling powerless. In this quintessential moment of weakness and vulnerability, having a trusted attorney to turn to restores a sense of power over the situation. “Claim Number” is a poignant, engaging ad designed to connect with clients after a life-changing event.

http://digourideas.wistia.com/medias/enhfs673lg?embedType=async&videoFoam=true&videoWidth=622

 

STORYTELLER

Why it works: This pre-produced segment is simply a modern interpretation of the old-fashioned testimonial spot. But instead of a generic talking head, we get a real-life story, a universal sports scenario that people of all ages and backgrounds can relate to and find meaning in. This encapsulated 30-second ad demonstrates how video is a powerful mechanism for putting the viewer in the victim’s shoes. These dramatic, testimonial-style scripts are simple to produce and can be customized for any law firm looking to capture and engage viewers in an entirely fresh and responsive way.

http://digourideas.wistia.com/medias/v69y5g9oy5?embedType=async&videoFoam=true&videoWidth=622

TURN TO DUST

Why it works: Goose bumps. Any commercial creative that gives you goose bumps has generated a strong physiological reaction that will no doubt leave a lasting impression. This is one of those legal spots that you literally feel. And after it washes over you, you’re left feeling like you need to take action—reach out to a loved one, protect yourself or call a legal expert who can take over. This completely original message is visceral and serious. It’s incredibly effective for those reasons and the fact that there’s simply nothing like it on TV. Perfectly juxtaposed against our graphic “Need to Know” spot, “Turn to Dust” demonstrates the vast range of creative approaches that can work to tell your firm’s story and connect with an audience through different emotional triggers.

http://digourideas.wistia.com/medias/idmpbfpezr?embedType=async&videoFoam=true&videoWidth=622

 

JUST ANOTHER DAY

Why it works: This fast-paced dramatic reenactment is immediately engaging and entertaining because it’s relatable: Unexpected things happen to people just like you and me every day. This unforgettable commercial is especially effective because it draws viewers in, hooks them and then builds to an emotional crescendo. It’s this creation of suspense that drives home the ultimate message: We’re all just one moment away from an accident. The authenticity created by filming people doing real-life things helps prospective clients connect to the spot. But the real magic happens when viewers are left breathless by the tragic ending to “just another day.” They’re compelled to think twice about whether they have the right legal representation ready—if and when they need it.

http://digourideas.wistia.com/medias/pxm8hs66p8?embedType=async&videoFoam=true&videoWidth=622

 

Want to separate your law firm’s message from the competition? It starts with compelling, one-of-a-kind creative. The production artists at Network Affiliates’ in-house video studio are highly skilled and highly creative thinkers. See how great creative can help you grow your market share today. Call (888) 461-1016.

Although the medium has changed quite a bit in the last few years, television is still the most powerful and far reaching advertising vehicle around. Broadcast commercials cast a wide net, drawing in viewers and giving them a sense of who you are – and if they can trust you.

Attorney TV advertising is a long-term strategy; an investment in your firm and in staying top-of-mind, should someone ever need you.

We all know insurance companies do a tremendous job of marketing themselves as an institution you can trust if anything ever happens. However, the cold reality is, insurance companies are rarely the fun, friendly, caring neighbors they want us to think they are. In “Claim number”, Network Affiliates’ latest creative campaign, we shed a light on that cold world, showing how insurance companies are more likely to treat an injured victim like a number or statistic, rather than a human being going through a life changing event.

Through emotional performances, stunning art direction and production value that rivals any national commercial, “Claim Number” is sure to draw attention, engage your audience and portray your firm as one someone can trust when they need help.

http://digourideas.wistia.com/medias/zsl6jieyfk?embedType=async&videoFoam=true&videoWidth=622

 

http://digourideas.wistia.com/medias/pqh7siafza?embedType=async&videoFoam=true&videoWidth=622

 

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At Network Affiliates, we take a unique and individualized approach to advertising your law firm. A spot that worked great in one market may not perform as well in another market. That’s why we offer a vast array of broadcast solutions. Call us today for access to our full commercial library as well as a FREE, CONFIDENTAL evaluation of your current marketing efforts – (888) 461-1016!

You say: “TV isn’t working”

We say: “Have you looked at your website traffic?”

 

If you think your television ads aren’t moving the needle it might be time to look at your law firm’s digital marketing data. Even if TV isn’t making your phone ring off the hook, it doesn’t mean this effort has failed. These days, most people don’t just call up and say, “I saw your ad on TV and I have a case!” This means your television spot may be generating leads in an entirely new way—online.

 

To support the notion that TV advertising is still driving new business, only in new ways, let’s consider an insightful 2015 study by the Video Advertising Bureau (VAB). The bureau compared web traffic to TV advertising for 125 diverse brands. The companies spent a combined $30 billion in annual TV advertising and all pulled in 100,000 or more unique website visitors each month.

 

Of these successful brands, a huge majority—82%—showed a direct correlation between TV advertising spend and website traffic. The analysis looked at both sides—increased and decreased TV ad spending. A 22% average increase in TV spending equated to a 24% increase in website visitors. For the 10% average decrease in TV spending, there was a striking 9% drop in website visitors.

 

The pattern is undeniable: There is a clear correlation between website traffic and TV advertising.

 

The takeaway? Broadcast advertising appears to be calling viewers to take further action online, driving and pacing law firm digital marketing efforts. But rather than people simply garnering general awareness about a law firm or calling an 800 number repeated in a legal TV ad, viewers called to action on the first screen are taking a different path to legal advice via a second screen. Fractured by the sheer number of digital platforms at their fingertips, consumers are increasingly going directly online to learn more.

Television is “activating” digital

Lawyers understand that TV is still the most effective effective medium. In fact, attorneys invested an estimated $648 million last year in TV advertising, and legal services ranked No. 6 in the list of top 20 local broadcast categories. What most law practices want to better understand is how broadcast campaigns can work to drive better engagement online.

If TV is no longer about broad brand awareness designed to reach the masses, today it’s about leveraging commercial messaging to incite people to do more research and take qualified action through digital marketing channels. Think about it – how do you use Google and the internet when it comes to obtaining more information about a product or service?

The web-based part of things can be a little elusive. As consumers become habituated to the anonymity that the Internet provides, and because they can hide behind the screen, they are often more willing to take action undercover, such as posting a scathing online review without their real name.

A prospective client that doesn’t know your law firm might take a similar covert approach, catching your commercial during the nightly news and instantly checking your legitimacy by researching your attorneys, cases, practice areas and reviews through an easily accessible second screen—laptop, tablet or smartphone.

Your job as an intelligent marketer is simply to be there when prospective clients knock at your digital storefront—your website—or engage through some other digital extension, such as a blog, social, networking site or email campaign. Media strategy is no longer a linear equation, and every brand, including businesses in traditional industries like law, are tasked with being available at every consumer “touchpoint.”

But how are lawyers expected to be everywhere and everything to everyone? They’re not. Smart law firm digital marketing in 2016 is about rethinking how TV activates digital and how digital data activates marketing tactics. That means starting to read your website reports in a way that draws links between your TV commercial and your website’s traffic and performance.

 

Here are 10 questions that might help you rethink the connections between your presence on TV and the Internet:

 

• When you launch a new TV campaign or new creative assets are you seeing an increase in traffic to your website?
• When you tweak your call to action on a television commercial what’s happening on your website?
• Is there any online chatter about your television spot?
• When viewers land on your website does it look and sound cohesive with your TV spot?
• Which pages of your website are performing best?
• Where are users engaging most with your brand on your website or online?
• How many different ways (touchpoints) could a person potentially interact with your legal brand?
• Do you truly know your core customer’s decision-making “journey” to investing in your law practice?
• If a person never sees your TV commercial, what you think is his or her first impression of your website?
• How would you rank the consistency (look and tone) of your brand across all platforms?

If you think of TV as the great “activator” of your message, what you’re saying and presenting visually online is just as, if not more, important. Why? Because the digital space is increasingly where you can capture your audience’s attention and keep it long enough to convert them to a paying client. After all, the user has come to your website intentionally, perhaps through a search query or email initiation. This is your chance to really tell your story and engage a captive audience. However, don’t forget that your competitors are just “next door” on the Web, and it only takes one click to go to another attorney’s digital storefront. If your website is not informative, useable and engaging, potential clients can go somewhere else with a click of a button.

As you think about the links between TV and digital initiatives, and ultimately how they work best together, remember these best practices:

Don’t “silo” your advertising efforts. Instead, look at how everything is working together.

Learn what’s driving digital. Consider how your TV advertising creative is driving website traffic.

Create quality, consistency and clarity. If clients are viewing your TV ads, they are most likely also holding or in close proximity to a smart phone or tablet. Therefore branding and messaging must be of the same quality and message consistency to paint a clear picture for your target customers.

Track your customer journey. Use online analytics to understand where your clients are coming from and what they’re doing online.

Don’t forget conversion. Once people land on your website, what are you doing to convert them to clients?

Wondering if your TV and digital efforts are working well together? Find out what Network Affiliates can do for your law firm marketing this year. Speak with one of our experts for a free, confidential marketing evaluation. What are you waiting for? Call us today at (888) 461-1016.

With so much focus on how advertising is evolving online, it’s easy to overlook tried-and-true TV advertising for attorneys. Especially in an election year, where the competition for airtime and consumer eyeballs is tight. For some, it may be a foregone conclusion to spend marketing dollars elsewhere.

Wrong.

We hate to break it to you, but this is the exact opposite mindset attorneys should be cultivating. Spending on TV advertising overall grew from $69.2 billion in 2014 to $71.1 billion in 2015.  It’s predicted to hit $81 billion by 2019. This form of advertising is not going away anytime soon. In fact, lawyers looking for a steady stream of new cases will find it next to impossible without TV advertising.

Data across the board proves that broadcast and cable TV is still the most valuable medium for lawyers. It introduces law practices and helps attorneys draw in new clients via television’s broad, diverse viewership. Remarkably, law firm TV advertising grew six times faster than all other ad spending from 2008 to 2014. In fact, just last year legal services took home the sixth spot on the Top 20 list of broadcast advertisers. The message is if you don’t want to lose market share, you need to be on TV. End of story.

Almost.

While Internet advertising has stripped some revenue from traditional TV, it may be surprising to learn that the effect of new online marketing channels has not been as damaging as one might expect. For attorneys, this makes sense because digital campaign efforts complement rather than replace TV advertising.

Another outlet that’s adding to an overwhelming media mix is online video. It remains to be seen how online TV, a growing sector of consumers who are cutting the cord, will play into lawyers’ TV advertising strategy. But the point is television in all its tangential forms is a rich and visually engaging format that continues to catch the attention of new clients each day.

 

So what does law firm TV advertising look like in 2016?

It’s more targeted than ever before. The most successful law firms are drilling down to hone where and when they place their messages on network, cable, syndicated and spot television.

Law firm TV advertising specialists at Network Affiliates have accurate data-aggregation tools to track, monitor and compare ads in the legal space. Such detailed competitive analysis’ help law firms take a proactive approach and see the effect of targeted advertising in realized ROI.

Let’s review some of the most important tactics for competing in the TV advertising for attorneys space today:

Production: Nothing says “we cut corners” and undermines your marketing message like a poorly produced TV commercial. And given the technology that production artists have, there are few excuses for sacrificing quality. With video in general—think YouTube—taking over Google-ing eyes and market share, law firms that are in it to win it must amp up the quality and sophistication of their TV ad production.

Even though TV is a visual medium, fine-tuning the graphic quality of your commercial is not enough when you’re stacked against heavy competition. Your advertising team should be paying attention to every detail—props, sound, editing, screens—not to mention unusual visual elements that will ensure your lawyers stand out among a crowd of talking heads.

Messaging: If only there was a magic potion that could make every trite law firm commercial jump off the screen. Alas, creativity is the only real secret sauce for making your legal message matter to the masses.  If you remember to keep your message simple and focus on brand attributes that set your firm apart, combined with some clever creative, you can craft something truly enchanting.

Remember, TV is not like middle school. In broadcast advertising, it’s all about not fitting in. We’re not saying you need to take it to puppy-monkey-baby level, but the goal is to set your law firm apart and addresses the needs of prospective clients. What promise can you deliver on better than any other attorney? What if you started focusing on not just getting bigger cases, but better ones? The answer will guide your creative process in creating a commercial that is compelling, actionable, relatable and, most importantly, memorable.

Approach: TV advertising for attorneys is no longer a one-and-done broadcast spot. You can’t make a great commercial and then rest on your laurels while the calls come in. Why? Because at some point the phone will stop ringing. A legal advertising expert can coach you through the most intelligent approach to marketing your law firm now and in the future. The marketing landscape is multifarious, and to compete effectively lawyers must employ a highly integrated strategy. That means all the parts—broadcast, digital, content, social, etc.—will work better together. It’s the sum of these seemingly disparate parts that will eventually move the needle.

When consumers see your legal brand on TV, engage with your firm through your website, talk to an attorney on the phone, and review chatter on social media, your message must be cohesive. What you do—and do best—doesn’t change. Your message may morph per platform, but your essential brand must ring true on every channel. People must see you everywhere as authentic, believable, and trustworthy.  A well-done TV commercial is just prize-winning creative. But you only win if you can see it as springboard for an integrated campaign of marketing messages.

Is your TV presence and approach made up of right stuff? Network Affiliates’ broadcast advertising experts have been in legal advertising and marketing since 1981. We know media, we know messaging and we know what it takes to keep your case load full in today’s marketplace. Call us today at (888) 461-1016 for a FREE and CONFIDENTIAL evaluation of your current media and marketing strategies!

The cost to ask for a low-end case is the same as a high-end case. However their values are vastly different.

Law firms around the country pay top dollar for TV commercials that all essentially say the same thing: Call us now. This generic plea for copious leads is just that: a solicitation for potentially unqualified inquires.

What if you could turn a commercial into a high-quality case simply by changing your attorney marketing strategy? How about surveying the local and national competition to see how your firm can say things differently—to make your message stand out—without paying more for creative?

That’s just the start of smart TV advertising for law firms. You’d be amazed by what you can get when you ask for what you really want—better paying, higher quality cases; happier clients; and stronger, more profitable referrals.

Here are three places to start:

Platform: What is your TV commercial standing on, anyway? Is TV just a highly visible platform for one-upping the competition with more “bragging rights” about big settlements or hotshot attorneys in effort to attract new clients? We’d argue that your platform ought to stand on its own by using brand messaging to tell your law firm’s story in a way that’s relevant to clients’ biggest concerns, which are inevitably about them—not you. How do your attorneys stand out in the area of client service and representation? Why is your approach to law different—and better—than your peers? How can you draw in prospective clients using emotion and empathy? What’s a real-world example of how your lawyers solved an actual legal issue for a client? Show it!

Production: You might be surprised at how far television production quality has come. Thanks to advancements in video technology and digital editing tools, professional-looking TV commercials are easier than ever to craft—and afford. If you haven’t considered how the quality of your TV ad might be impacting the quality of the cases you’re getting, think again. Production can’t be overlooked in today’s competitive legal landscape. Make sure your advertising agency is giving you all the visual and audio upgrades your newly distinguished messaging platform deserves. After that, it’s all about how your video and commercial assets consistently measure up to and pay off every part of your comprehensive marketing strategy—your brand platform, your website presence, your digital campaign, even a client’s in-office experience.

Placement: Now that your law firm’s TV advertising looks like it plays in the national space, make sure that you outfox other firms by reaching prospective clients in creative ways, at inventive times, away from the clutter of competition. While new messaging will give you an immediate advantage against the generic legal ads droning on TV today, placing your commercials in highly targeted ways could garner even greater response. Talk to your media buyer about new times, stations and strategies for getting your ad out to more—and ideally new previously untapped audiences. Sometimes simply showing up where others are not can make your law firm win in the race to be top of mind.

Need more ideas for turning up your TV advertising? Network Affiliates has in-house creative, production and media planning departments to handle all your TV advertising needs. Call (888) 461-1016 today!