Attorneys are beginning to wonder if television advertising is still effective or even relevant, as the majority of today’s legal marketing has shifted in focus to digital advertising. The way we watch TV has changed in the past decade. You can now binge-watch an entire series on commercial-free streaming platforms, pick and choose what time you wish to watch an episode of your favorite show, and watch TV shows on a tablet or mobile device.
Television consumption has also changed; however, its effectiveness has not. TV advertisements are still the best way to convey your message. The best part is that advertisers have the ability to understand your market much better than they did several years ago. TV advertisements for law firms can target a specific audience so you can receive a better return on your investment. Today’s technology provides law firms with more data on potential clients so you can understand their behavior and optimize your marketing plan accordingly. This makes advertisements profitable and much easier than ever before.
TV Advertisements Offer More Exposure
Why is TV advertising for law firms still valuable? TV ads reach a broader number of people than other types of advertising. Television has the ability to reach millions of people, which makes it more compelling. However, you want to see a return on your investment, because reaching millions of people is not the ultimate end goal. It’s important to know what the estimated frequency and reach of your advertising campaign will be, as that will play a crucial role in your overall investment. If you gain enough exposure from the right target audience, you’ll have a better chance of obtaining new clients from your ads. You want consumers to remember your law firm whenever they need legal assistance, which is why you want to make a lasting impression through your TV advertisements.
Why Law Firms Should Try TV Marketing
Television commercials are a business boon because they can use the same message to impact large audiences. Commercials express emotion, sound, and sight and provide viewers with a nearly-conscious sense of trustworthiness.
You should take the following benefits into consideration and think about how they might ring true for any commercials you have seen on television:
Your Target Audience: It costs the same to invite low-value or high-value cases, but the return on each is very different. Make sure your commercials are targeting the types of cases your firm wants to pursue.
Overall Awareness: Advertising your services to a potential client who needs you is one thing. Having a client think of you automatically in a moment of great need is another. That’s the magic of television marketing for lawyers.
Repetition: Repetition is an easy and effective learning tool for memorization. A human’s mind is programmed to respond favorably to repetition. One reason why television marketing for lawyers are so successful is that they impact large audiences multiple times a day.
Ethics Rules: Similar to other types of businesses, law firms face some disadvantages when it comes to advertising. Ethics rules put in place by your state’s bar have certain restrictions on a law firm’s ability to solicit clients. TV advertising for law firms is common among attorneys, due to the effective counter it provides to the current marketing limitations that exist in the legal profession.
Laws regarding legal advertising are similar for each state in the U.S. Let’s take the state of Georgia for example, according to Georgia law (O.C.G.A. Section 10-1-427) a legal ad must not contain information or statements that are misleading, deceptive, false, or fraudulent. The State Bar of Georgia may deem a law firm’s advertisement as false advertising if it does one of the following:
- Purposely leave out information and misrepresent facts
- Shows unjustified expectations of the law firm’s capabilities
- Compare their own legal services to another law firm’s legal services without substantiation
- Mentions that there is no cost unless the lawsuit is won without explaining other potential costs
You want to make sure that your law firm’s television advertising campaign complies with the applicable laws and regulations for your state.
Right Place at the Right Time: Television is all over the place, including in your own living room, hospital rooms, doctor’s offices, retail spaces, and more. Well-placed ads can help law firms secure more multi-million-dollar cases. Relative to the specific field of practice, reaching viewers at the right place and time is essential to any media buying strategy.
Establishing Relationships: Commercials establish connections between the attorney and their community. A personal relationship’s value cannot be overstated enough. Viewers will get to know you and your firm the same way they “know” celebrities and the fictional characters they play. Television fosters a sense of intimacy, which is what makes it so remarkable. Your ad campaign can be custom-crafted to make the most of that intimacy.
Your Competitors Are Advertising on TV Even If You’re Not
If you want to compete, you must be willing to spend large amounts of money in order to secure commercial space. You need to create a commercial that’s not only unique but also impactful – something that actually speaks to your targeted audience. That’s the key to television marketing for lawyers. You want to create a lasting, robust image that will help your firm stand out among the competition. You’re looking for a professional advertisement that will resonate with your clientele.
First, you need to figure out how your competitors are advertising. This can be done by watching some of their advertisements. You need to work with a media buying team that not only understands your firm, but also your market and your goals, in order to find out what makes your firm unique.
Get Started with Law Firm TV Advertising
Are you ready to grow your business with the most memorable and sharpest advertising in the legal market? At Broughton Partners, we can boost a firm’s bottom line by offering our clients consultation and marketing solution assistance for effective, targeted TV advertising for law firms.
We will analyze your firm’s strengths to craft an ad that will make a lasting impression with potential clients locally, as well as across the country.
Broughton Partners has years of experience working with a wide variety of different firms. We will make sure that your television advertisement is both ethical and of the highest quality.
To learn more about our affordable television marketing for lawyers, contact us today.