There has been a lot of media coverage about the decline in TV viewership, ditching cable boxes in favor of streaming and consuming content on mobile devices. All these changes may have you questioning the effectiveness of TV commercials for marketing your law firm.
Despite changes in TV consumption habits, TV still has greater reach than any other advertising medium. While many people watch less linear TV than in years past, local news shows and live events still attract a lot of viewers. In short, TV commercials are just as impactful as they were in years past.
Below, we discuss the benefits of lawyer TV advertising. We also offer tips on making the most of your commercials. Contact us about our advertising services to discuss how we may be able to assist you in growing your law firm.
What Are the Benefits of TV Commercials For Lawyers?
TV advertising has specific advantages over many other forms of marketing.
Broad Reach
Even though more and more people seem to be ditching traditional TV for streaming, one commercial can still reach hundreds of thousands, even millions of people.
While people consume a lot of commercial-free content on streaming platforms, they mostly watch live events on traditional TV. This includes live sports, like football and basketball, along with awards shows.
There are many other places people may see your commercials, including doctor’s offices, hospital rooms, retail stores and the houses of family or friends.
Brand Awareness
The overall goal of your marketing efforts is to get people who need a lawyer to call your firm for help. However, some forms of advertising are about building your brand. The idea is that people will become familiar with your brand over time, and then when they need a lawyer, they may be more likely to think of your firm.
TV commercials are one of the best ways to help build your brand in the minds of potential clients. People remember well-crafted commercials that they have seen many times in the same way they remember their favorite fictional TV characters.
People Checking Their Devices While Watching TV
You may be concerned that people will not see your commercials because they are staring at their phones or tablets. While this is a valid concern, it is important to remember people who are interested in your services may look your firm up on Google right after watching one of your commercials.
Your Competitors Are Still on TV
If you are looking for a strong argument for continuing to advertise on TV, consider the fact that your competitors are still advertising there. Your firm will not be able to compete with other law firms in your local area unless people see your firm on TV. You can use commercials to address some of the messages your competitors are putting out there.
Viewers Often Cannot Skip TV Commercials
Viewers cannot skip the commercials that air on traditional TV, unless they are watching a recording of the event. That means traditional TV often has a captive audience.
How to Make Effective Use of Television Advertising
While you should be advertising your law firm on TV, it is important to do so effectively. Here are some best practices for law firm advertising on TV.
Frequency of Commercials
Repetition is a key factor in building your brand through TV advertising. People remember things that they see over and over. This is particularly true when people see the same commercial multiple times in one day.
Targeting Your Audience
There are numerous ways you can target digital ads. While you do not have as many options with TV commercials, you can still take steps to target your ads to the types of clients you want. Advertisers can help you find out what types of programs your potential clients are likely to watch.
You also need to make sure you are advertising when you have a large audience. You can look at TV ratings for different live events and TV shows to determine where to advertise.
This is something PMP has been helping law firms with for many years. If you have questions about marketing your law firm on TV or on digital media, contact us to learn more about how we can assist you.
Follow Up to Make Sure You Are Getting What You Paid For
TV advertising is not something you should set and forget. You need to make sure you are getting your money’s worth.
If you notice a discrepancy, be sure to take it up with the network immediately. You want to be sure you get the full value of the airtime you paid for.
Advertise in Other Ways
While TV advertising is a vital aspect of your law firm’s marketing strategy, it should be just one of many. While seeing a commercial multiple times is a great way to build your brand, it can be even more effective when it is supported by other advertising, such as:
- Billboards
- Radio commercials
- OTT advertising
- Social media advertising
- Pay-per-click advertising
- And more
Getting your messages out there in a variety of ways will make potential clients more likely to remember your firm. After seeing your TV commercial or one of your billboards multiple times, the odds are higher that potential clients will look up your firm on Google after an accident. If you do pay-per-click advertising your firm may be one of the first ones that comes up when a potential client does a search. Clients are going to remember your firm and they may be more likely to click on your ad to learn more about your law firm.
PMP helps law firms across the country manage their traditional and digital marketing efforts. Contact us to learn more about how we may be able to help you.
