TV Strategies for Lawyers-Should You Invest More in Media or TV Ad Production?

Rene Perras, President of Cepac lawyer marketing offers insight on marketing budgets for TV ad campaigns for law firm marketing.

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Many of our lawyer marketing clients have asked us over the years whether they should invest more of their law firm marketing budget on buying media or in the production of TV spots.

 

While the rule of thumb may say that 85% of an advertising budget should be spent on media and the rest on strategy and production, the percentage is really contingent on how large the budget is. Every law firm and broadcast market is unique and both the budget and how it's allocated will depend on those two factors along with the goals of the marketing plan. That will also determine how many TV ads need to be produced for the campaign. The fact is that it doesn't matter what the percentage is, if the result is that the law firm does not grow their business.

 

Many law firm marketers seem to believe that it would be better to air several mediocre TV ad campaigns for a single year rather than running one stellar campaign for multiple years. In fact the reverse is true. If the bottom line for TV advertising for lawyers is to generate new business, then saturating the market with average ads will probably do the opposite. Ads are like magnets; they attract some consumers and repel others. Mediocre ads stand a greater chance to repel more.

 

The smaller your advertising budget, the smarter your law firm must be in spending it. That means really getting down to the nitty gritty on how your firm must position its brand in your market and how you can spend your media money more intelligently so that your firm can compete with firms that have far greater budgets.

 

The bottom line is that advertising is a marathon, not a sprint, so making your investment work smarter and harder will help your law firm generate more new prospects in the future. And in a need driven business like personal injury law, your ads must be visible when that need arises. Having a solid media mix along with great TV creative will also help significantly. Top-of-mind awareness is fleeting and relying on your firm's name being the first to come to mind will only work if your planning and budgeting is designed for that long haul.

 

To learn more about TV advertising for lawyers or attorney media buying, contact Rene Perras or visit cepac.com.

 

 

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