Cultivating Referrals

20
Aug 2015
By:

Many attorneys obtain the lion’s share of their new clients from referrals. Indeed, for decades, referrals were the exclusive source of new business outside the yellow pages.  But while the yellow pages have shrunk in importance, referrals have not.

Sometimes referrals inquire of your firm on their own – your role is purely passive.  However, it should not be. An active, vigorous referral strategy can increase business ten-fold.

The lawyers who access the most referrals on a constant basis are firms who actively cultivate them.  This means starting with your existing clients, the ones who already know, trust and respect you.

Unless you tell them you welcome new work, many existing clients won’t think to consider you for work that might be slightly different than what you did for them in the past, and many won’t think to refer you to their family, friends and business associates.

To be direct, you must actively tell your existing clients that you welcome their new work and any referrals they might send your way.  Of course, telling them what kind of work you are seeking is especially important. A personal injury client may have no idea you also do employment work, for example.

There are, to be sure, lots of other referral sources beyond existing clients. Other professionals that you deal with on a daily basis – from doctors, dentists and therapists, to investment brokers, accountants, and bankers – all can be fruitful sources of referrals.

Again, all these people can send you business – and many are eager to do so – so long as you tell them that you would like them to and what kind of work to send.

And don’t forget law school classmates and other local practitioners. These are people you known and who know you.  Even among other personal injury attorneys, clients can have conflicts, you may have a specialty they don’t, etc.

In short, approach all the people who, when the time comes, might think of you.

At Market Masters–Legal, we understand that attorneys must cultivate clients in many ways.  Yes, we excel in bringing the power of television advertising to your fingertips, including trusted celebrities who position you as the authority on injury and other cases in your market.

Accordingly, we help you harness all your resources to deliver compelling, professional advertising campaigns that both build your brand and generate demonstrable results.  Spend your time on your clients, while we keep your phone ringing.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising as part of your mix – with a low cost trial period.  It’s a small risk, well worth taking.

TV is the New Point of Sale Medium

6
Aug 2015
By:

A new phenomenon is upon us, and it’s so upon us that it may not qualify as big news. But in advertising, it is a game changer.  Today’s consumer is just as likely to be watching television while cruising the internet as not. Laptop computers, lap-friendly tablets, and mobile phones are rarely viewed alone. More often than not, a flat screen will be running in the same room.

In a Thinkbox TV and Online study with IAB (“TV & Online: Better Together”), researchers concluded that concurrent consumption of TV and online content is fast becoming standard operating procedure for many consumers.  TV viewers see something they like on the screen, then right away search online for the relevant website and make a purchase. If the TV ad includes a promo code that offers a discount, that advantage is taken.

As a result, a brand can go from initial awareness to sale or engagement all within the time of a typical TV commercial break.  That’s because viewers can promptly register with the corresponding online retail website, put the items they want in their shopping bag, and click buy. Instant gratification, and often at a discount.

Thinkbox reported that 75 percent of its tested sample recalled responding to at least one television commercial, contrasted with only 52 percent who recalled responding to an online advertisement.  Consumers generally were more positive about television advertising across all its roles, but particularly at the start of the consumer journey.

At Market Masters–Legal, we know and understand how TV has taken over as the new point of sale medium.  We know that television is more often than not the beginning of a potential client’s journey to connect with your law firm and the services you provide.

A new client can come from anywhere. But when it comes to your advertising dollar and where to put it, nothing is more reliable than television.  With television we can drive potential clients to your website, or inspire them to grab their mobile and call you right then and there.  We can even engage trusted celebrities like William Shatner or TV’s Judge Joe Brown to get the ball rolling on your behalf.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

Legal Marketing via YouTube

9
Jul 2015
By:

If you haven’t heard of it, watched it and, maybe, uploaded to it, you likely live at the bottom of the ocean.

A clear 30% of the U.S. population grew up watching it – not MTV, not VH1, and not the sunset.  On any given day, tens of millions of people are watching it, and yes, it can go viral – exposing the content of one single piece to millions.

It – is YouTube. YouTube is a video app that enables viewers to upload and/or watch videos from any digital platform – from desk top computers and PlayStations, to Wiis, tablets, and smart phones.

Deliver your message to the right people at the right time with video ads, is what YouTube boasts. And yes – like television, every business has an audience on YouTube as well.

With video ads you pay only when someone chooses to watch your ad, so you don’t waste money advertising to people who aren’t interested in your business.

Zero in on the right people based on who they are, where they’re located, and what they’re interested in – for example, men aged 18-34 in Las Vegas or women who enjoy travel.

Not to mention, video ads help you connect with people in a unique way – by showing them what you do, how you do it, and why you love it.

Don’t believe us? Then ask the sponsors of this year’s Presidential debates. This year, YouTube is sponsoring the Presidential debates for the first time ever. 

Just like Baby Boomers grew up with fax machines, touch-tone phones, and microwave ovens – these 30 percent of the population have always known the internet – and are constantly looking for video.  Youtube is often where they usually find it.

It’s very easy to record a video and put it online. If you don’t have any video on your site, you’re really missing a good trick. It’s a great opportunity to make yourself more attractive to clients, and a great business-getting technique.

At Market Masters–Legal, we understand the power of video, YouTube and creating compelling comprehensive advertising content that can be leveraged across all mobile and non-mobile platforms, including the engagement of trusted celebrities that position you as the authority on injury cases in your market.

TV is the Best Profit Generator

24
Jun 2015
By:

Tens of thousands of articles, blogs and commentary are written these days on the use of digital marketing.  Naturally, early hype has devolved to reconsideration and, not unpredictably, admission that the initial hype was, well, just that.

According to Thinkbox.tv, a highly respected marketing organization that studies TV and digital marketing, “There are many ways advertising is judged; was it popular, did it win awards for creativity, are people talking about it or sharing it with friends? These are all valid, but nothing is as important as whether or not the advertising was effective in hard business terms. Did it actually work? If not, then it is hard to justify the investment…”

Thinkbox’s answer to these question might surprise you: “TV works better than any other form of advertising. It generates the highest absolute volumes of sales and profit whilst also delivering the best ROI.”

Market Masters–Legal are experts harnessing TV advertising for attorneys – and developing a campaign that works.

Television remains one of the most powerful advertising mediums in the world. We harness that power for our clients via compelling, professional advertising campaigns that both build your brand and generate demonstrable results.  Spend your time on your clients, while we keep your phone ringing.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

Reaching Clients via Your Law Firm Blog

3
Jun 2015
By:

Today it’s all about connectivity, knowledge, authority and relationships.  Clients want to feel like you appreciate them for more than the legal fees you generate by representing them.

A practice-related Blog is one of the best vehicles out there to make this connection. With a practice-related blog, you can write posts that contain information that’s very useful to your potential clients but for which they do not have to pay.

And more often than not, these Blogs will not toot your own horn or brag about how successful or competent you and your law firm are.  They are informational, not promotional.

Research has shown that Blogging is one of the most effective methods to reach most Internet users.  When you learn to harness power of Blogging, you can make your firm an instant authority in your field and indirectly improve your marketing success.

We’re not suggesting your firm’s Blog can or should replace all other forms of advertising and marketing, but rather, that it can and should play an integral role in your overall marketing strategy.

Social Media Today reports that 77 percent of Internet users read blogs. In fact, a solid 23 percent of the time that people spend on the Internet, is spent on the combination of Blogs and social media.

Search Engine Watch even suggests that businesses can effectively connect with 8 out of 10 Internet users via blogs and social media.

At Market Masters–Legal, we know and understand that marketing in today’s technology age takes many forms. Potential clients build trust with knowledge.  Blogs provide that knowledge without directly engaging a quid pro quo.

By focusing on the right topics, Blogging can become one of the most powerful mediums to reach potential clients living in your local community. We help you harness that power via compelling, professional advertising campaigns that both build your brand and generate demonstrable results. Contact us today to discuss how we can help you accomplish your marketing goals.

TV Ads Can Now Be Targeted More Effectively Than Ever

14
May 2015
By:

Targeted TV advertising has long been the holy grail of marketing. By identifying television shows that your target audience enjoys to watch, you can place your ads before, during and after those shows, thus ensuring exposure to the right people at the right time.

According to the American Target Network (ATN), “Television, like no other media, allows you to put an attention-grabbing audio-visual message in front of a mass audience, while also allowing you to target specific markets and demographics that are most important to your business.”

One of the most effective tools is called “spot TV advertising.”  “Spot TV advertising enables you to run a precise TV advertising campaign, known as a ‘spot,’ to a select market, network, or geographic area,” explains ATN.  Let’s say you want to reach car enthusiasts in Clark County.  With spot advertising, you can run your TV ad to the greater Vegas area concurrently with “Counting Cars,” the popular automotive reality show starring Vegas celeb Danny Koker, aka The Count, who has also made many appearances on “Pawn Stars,” another popular Vegas-based reality show.

“For most brands, the key focus remains on making a great TV ad, with smaller channels often being secondary to this. To truly deliver brand impact on a changing media environment, there needs to be a readjustment of focus to the importance of delivering tailored messaging and creative to those consumers you value most,” says marketing research firm Millward Brown.

Market Masters–Legal engages trusted celebrities – many from beloved television series – in highly-effective, local television advertising campaigns.  Robert Vaughn, William Shatner, Judge Joe Brown, and Harry Hamlin (among others) are all examples of popular influential spokesmen that we call upon to deliver trusted messages to potential legal clientele.

Television remains the most powerful medium in the world. We harness that power for our clients via compelling, professional advertising campaigns that both build your brand and generate demonstrable results.  Spend your time on your clients, while we keep your phone ringing.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

Nothing Sells Like Celebrity

23
Apr 2015
By:

In recent years, corporate brands have turned increasingly to Hollywood celebrities to sell their products. Stars appear in 15 – 20 percent of all ads every year, says Millward Brown, a marketing research agency.

The right celebrity touch can add huge value to brand.  According to Ad Age, research of the impact of celebrities shows that sales for some brands have jumped 20 percent or more. Some companies reported stock increases of .25% or more on the day the deal was sealed and announced.

“Famous people have always made excellent salesmen,” affirms marketing-schools.org.  “Presenting a familiar face is one of the fastest and easiest ways for companies to create brand associations in the minds of consumers. When a widely loved actor or a heroic sports figure endorses a product, that product gains immediate credibility.”

A celebrity’s involvement can range from the celeb using the product personally and enjoying it, to embracing the image of the brand, thus relying on the celebrity’s reputation to market the product or service. And according to the New York Times, the reason for engaging celebrities is simple: “Celebrity sells.”

Market Masters–Legal is known for engaging trusted celebrities in our highly effective television advertising campaigns for law firms.  Get in on the conversation with “The Most Powerful TV Ads in The Country.” Leverage the star power of William Shatner or TV’s Judge Joe Brown and drive quality calls directly to your firm. Our unique campaign positions you as the authority on injury cases in your market.  Availability is limited to only one firm in your area, so call now or risk missing out on the conversation.

Even in a digital age, television continues as the most powerful medium to reach potential clients living in your local community. We harness that power for our clients via compelling, professional advertising campaigns that both build your brand and generate demonstrable results.  Spend your time on your clients, while we keep your phone ringing.

We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

Tap Into The Single Biggest Source of New Cases

9
Apr 2015
By:

More people and businesses than ever before are going digital. Websites, social media, blogs, you name it — people are cruising the internet and stopping by via mobile phones, tablets, laptops and desk tops.  The internet is the rave; digital has rewritten the way many things are done.  But one thing has not changed in 30 years: TV remains the gold standard for marketing.

Recruitment ADvisor, an expert on digital media and online space, reports: “A study by Adobe on online advertising found that 30% of consumers in the US perceive online advertising as less effective than offline advertising. Factors that keep television advertising dominant include the amazing reach TV ads have, its continued value to advertisers, and the predictability of the television audiences by channel.”

The undeniable dominance of television advertising is reaffirmed by a January 2015 article on TechCrunch.com.   “Web and mobile continue to be the platforms that get all the buzz,” Tech Crunch states, “but when it comes to advertising dollars, traditional media continues to rule the roost.  Strategy Analytics has published its latest figures for advertising spend in the U.S., and in an overall pot that it estimates at nearly $187 billion, digital will account for just under 30% of that — 28%, or $52.8 billion, to be exact, putting it nearly $30 billion behind TV ad spending…”

Because of its growth, in other words, and the omnipresent advance of technology, digital gets a lot of media attention.  However, notwithstanding that attention, Tech Crunch adds, “TV, meanwhile, will account for the single biggest share of ad spend in 2015, with 42% of spend, or nearly $79 billion. That is down -0.6% on 2014. Print, in third place for ad spend after digital, will account for 15%, or $28 billion, of ad spend. Paper-based ads will be the only category to decline this year, write the analysts. It’s also down 1.8% on 2014.”

Market Masters–Legal understands that television is the most powerful and important media in advertising, and embraces it for legal professionals who want to tap its energy.  Not only are we experienced and savvy on how television works, we ice the cake bringing popular, trusted celebrities to table – many from beloved television series – by integrating them into the attorney’s marketing strategy.  Robert Vaughn, William Shatner, Judge Joe Brown, and Harry Hamlin (among others) are only several of the many popular, influential spokesmen and spokeswomen that we make available to our clients.

Americans love television, and they love knowing about professionals located in their community whom they can trust and get to know.  We harness that trust for our clients via compelling, professional television advertising campaigns that both build your brand as a professional attorney or firm, and produce demonstrable results.

Spend your time on your clients, while we keep your phone ringing and email inbox dinging.  We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

2 Steps to Maximize Case Generation

Everyone who advertises knows that the key challenge is getting your branded message to the right audience.  For example, if yours is a personal injury firm, you want to target the demographic that books the most miles driving.  Further, you want to focus on those most likely to select an attorney based on what they see on TV. Makes sense, right?

The vast range of network and cable television channels makes pinpointing television ads to the right demographic far more possible than in the past.  “To be effective, no longer do TV ads have to run during major events like the Super Bowl, because they can be placed and timed to address a smaller set of more targeted viewers.”  says RecruitmentADvisor, an expert in today’s digital media.

That does not mean to forgo online advertising.  Just the opposite. “Combine the broad reach of television with the targeted reach of websites, and the result is usually more effective marketing,” explains RecruitmentADvisor.

Q Media Research has been studying the tandem impact of television and online ads for several years.  Among other things, they have found:

  • “Using TV and online together results in 47% more positivity about a brand than using either in isolation.”
  • “The likelihood of buying or using a product increases by more than 50% when TV and online are used together.”
  • 48% of the sample group watched broadcast TV while online, most days.”
  • “Two-thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites.”
  • “Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%).”

Market Masters–Legal understands the tandem balance of targeted TV and online advertising for legal professionals.  Because of the enhanced visual element of large flat screens and such, they also understand the power of bringing popular, trusted television and film celebrities to the screen – many from beloved television series – by integrating them into the attorney’s marketing strategy.  Robert Vaughn, William Shatner, Judge Joe Brown, and Harry Hamlin (among others) are only several of the many popular, influential spokesmen and spokeswomen that we make available to our clients.

Americans love television, and they love learning about professionals located in their community whom they can trust and get to know.  We harness that trust for our clients via compelling, professional advertising campaigns that both build your brand as a professional attorney or firm and produce demonstrable results.

Spend your time on your clients, while we keep your phone ringing and email inbox dinging.  We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

 

Local Broadcast TV Most Effective in Connecting Brands to Local Communities

12
Mar 2015
By:

Local media advertising reaches viewers where they live, work and make most of their purchases, harnessing the substantial opportunities that local markets offer, suggests TVB.org, a not-for-profit trade association that addresses issues of interest for America’s commercial broadcast television industry.

While professionals can and do work for clients worldwide these days, no one questions the fundamental reality that, for the vast majority of professionals, the local market is what pays the bills – it’s the sweet spot, even for national brands.  Says the Chief Strategy Officer for Brandmuscle: “Consumers today are looking for a personal touch from the brands they use. In 2015 it will be more important than ever for large national brands to deliver more localized and personalized campaigns…”

One marketing guru put it this way: “Nothing is more evident in today’s environment than the fact that the consumer is in control and is demanding local attention.  No longer is it enough for advertisers to bypass local communities and consumers for the greater scope of a national media campaign.  Social media has connected people like never before and created “terrior” – a fierce sense of place.  ‘I want to buy… from companies who care about me and my community or neighborhood’.”

This is especially true for professionals, and local broadcast television is the most effective medium to make the connection that counts.   Attorneys who know their local market and address its peculiar needs gain a substantial upper hand over competitors, whether local or national.  Implementing a local TV ad campaign that’s highly professional while being on message to local needs is a smart, cost-effective way to reach potential new clients.

Other media of course can do the same thing. However, when it comes to advertising, popular blogger William Smith of Branding Strategies Insider observed: “The category killer of advertising was invented a long time ago. It still rules. It’s called TV.”

Market Masters–Legal understands the importance to legal professionals of connecting with their local market.  To enhance that connection, we bring popular, trusted celebrities to the screen – many from beloved television series – by integrating them into the attorney’s marketing strategy.  William Shatner, Judge Joe Brown, and Harry Hamlin (among others) are only several of the many popular, influential spokesmen and spokeswomen that we make available to our clients.

Americans love television, and they love knowing about professionals located in their community whom they can trust and get to know.  We harness that trust for our clients via compelling, professional advertising campaigns that both build your brand as a professional attorney or firm and produce demonstrable results.

Spend your time on your clients, while we keep your phone ringing and email inbox dinging.  We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.