Law Firms Can Manage Consumer Perceptions With TV Ad Spending

Consumer perception about the strength of your law firm is influenced when they notice a drop in the number of your firm’s ads that they see.

/lawyermarketing101.com/Kevin Quinlan/ 06/08/2009

Law firms need to be aware of consumer perception when they consider reducing their ad spend, especially during the recession.  Aside from the fact that personal injury law is need driven and it is critical for your message to be in front of potential clients when their need arises, the perception of consumers about the strength of your firm is influenced when they notice a drop in the number of TV ads that they see.

Recent research has shown that one of the ways consumers evaluate the strength of a company is the frequency that they view their advertising.   As reported by eMarketer, consumers that noticed decreases in bank advertising drew the conclusion that the bank was in financial trouble. The results were even more dramatic for retail advertisers.  As expected, the reverse was also true; consumers that saw a high frequency of ads were given the impression of strength and that the advertisers were committed to their business.  

Many businesses are reeling under the stress of the recession, and for many the first line item in the budget that gets trimmed may be the marketing budget.  In the short term, that may seem like a prudent strategy, but for personal injury law marketers it can be the first step towards double damage in the long term.  Your firm may be seen as struggling under the weight of the economic downturn and your top-of-mind awareness will be diminished for those in need of your services, when that need arises.   

In these uncertain times, there is ample evidence that a strong media buy continues to reinforce all of your other advertising but it can also give you the edge over competing law firms in your market that take the short sighted approach and cut way back.

For more information on how to weather the economic storm and get the most from your marketing budget, contact Kevin Quinlan.

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