Keeping your advertising in line with your overall law firm goals keeps your campaigns in focus.
Have you ever gone grocery shopping after forgetting your list at home? If you’re anything like me, you end up spending way too much money on things you don’t need while totally leaving out things you actually do need. The list keeps you focused on the necessary items (and potentially still in the good graces of whoever made the list in the first place).
In the attorney advertising world, a similar instance is when personal injury law firms advertise just to have ads out there. They could be funny, informative, well-made, or all of the above, but without a goal in mind, they could simply be a waste of money. At the end of the day, your law firm’s ads should be aimed at inspiring something within the audience.
Is your goal to get people to respond RIGHT NOW? You may want to incorporate a Direct Response type of campaign. These types of video ads will typically be fast-paced, relatively loud, and include big dollar figures from settled cases. The idea here is to wow your potential clients enough and have them pick up the phone or fill out a contact form immediately. The noises, bright colors, and “$$$” are meant to grab potential clients’ attention in that moment.
These types of ads aren’t so concerned with getting potential clients to call RIGHT NOW. Branding ads will set personal injury law firm apart from others by showcasing a quality. The idea here is to make potential clients remember your firm when you’re needed. For instance, say your goal is to become THE mold lawyer in your market. All of your ads include messages about you being the best lawyer when it comes to mold lawsuits. The hope here is to market your message so well that any time someone encounters mold issues, contacting your firm is the first thing on their mind without hesitation.
Similar to a branding campaign, image campaigns will attempt to separate your personal injury law firm from the crowd by showcasing your firm’s qualities. Meanwhile, image campaigns will delve much farther into who you are. Its intention is to present your firm in a light that engenders good will from the audience, often illuminating your character. These will usually highlight charity work, public service, or similar “extra-curricular activities” that may encourage a potential client to choose your legal services when necessary.
These are only a handful of goal-oriented campaigns that can translate to growth for your firm. I could go on, but we first need to know your firm’s goals. If you know where you want to go, then you can figure out how to get there.
Eric Elliott is a marketing and creative professional and serves as Principal for VIP Marketing and Advertising an integrated marketing agency, Principal of Craft Creative and Editor of The Legal Ad Journal, based in North Charleston, SC.
In 2018 his advertising agency, VIP Marketing and Advertising received notoriety as one of the top 400 branding agencies in the United States by Clutch. When Eric isn’t working on an ad campaign or creating the next advertising masterpiece for his clients he spends time with his wife and children. He enjoys consuming social knowledge and attending marketing conferences. He is currently focusing his energy toward his podcast The AdCast and publishing a self-help memoir. You can reach him at Eric@heyimeric.com or various social media sites like Facebook, Instagram, Linkedin, Snapchat.