Law Firm Marketing- Bleak Future?

With all of the predictions of the demise of conventional media like newspapers, magazines and TV, clients often ask us what the future will be for marketing their law firms.

/CEPACLaw.com/Kevin Quinlan/ 03/24/2009

With all of the predictions of the demise of conventional media like newspapers, magazines and TV, clients often ask us what the future will be for marketing their law firms.  

We strongly believe that although the landscape may never be the same as it has been in the past, the future online will continue to evolve and bear fruit at an even greater pace than the present.  We don't believe that there is a sense of denial inherent in finding more creative ways to utilize websites, social media, web video and provide captivating content that will ultimately find its way onto screens of users across the country.  

Relevant information is precisely what will be needed to create awareness, enhance your law firm's image and ultimately drive traffic to your firm's website because your brand instills a sense of confidence that you can help consumers find justice in an unfair world.  That is hardly different from the goals of advertising pre-recession.

We also believe that TV will remain an effective medium for marketing personal injury firms and helping consumers make the decision to call for help.  That belief is supported by a study by the Advertising Research Federation. They reviewed nearly 400 case studies over an 18-year period and concluded that TV ads may actually be more effective than in the past.  TV was rated #1 in raising awareness and TV impressions helped increase sales.

According to Boston Magazine, the law firm that is the number one advertiser in the country for the legal category spent $20 million last year which is almost double their nearest competitor.  They estimated that one of their TV or radio commercials plays every 8 seconds across the country, yielding nearly 300,000 phone calls.  The legal category as a whole increased their spending by more than 15% in Jan. 2009 vs. Jan. 2008.

While the present may seem to be all doom and gloom, careful planning, quality creative and use of a more targeted attorney-marketing program utilizing social media and TV, could give your law firm the competitive advantage for a much brighter future.

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