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.

Today’s Consumer Watches More TV Than Any Other Medium

4
Feb 2015
By:

Every year the U.S. Labor Department releases an “Official Time Use Survey” addressing the way in which Americans spend their time.

The 2014 Survey revealed that, on an average day, “nearly everyone age 15 and over (95 percent) engaged in some sort of leisure activity, such as watching TV, socializing, or exercising.”

Not surprisingly, the traditional medium of television still won out as the most attractive to most Americans. “Watching TV was the leisure activity that occupied the most time (2.8 hours per day), accounting for more than half of leisure time, on average, for those age 15 and over.”

This is not to say that television viewers are only watching television.  Viewing habits are changing, with more people spending more time on mobile devices than ever before. However, many people engaging their mobile devices are also sitting in a room watching television, their attention moving back and forth between the two.

Indeed, though time spent on mobile devices is growing, time spent on TV has not dropped one iota.  Time spent on traditional TV remains steady at two hours and 48 minutes, according to the same U.S. Bureau of Labor Statistics.  And of course, all television programming from all sources – traditional, cable and video-on-demand – are simultaneously available for viewing from mobile devices.

With this knowledge, television advertising for professionals such as attorneys has never been a smarter, more effective business decision.  Conceiving an advertising campaign that’s professional, clearly delivers your firm’s message, and puts you on screens, whether traditional or new age, is a highly effective method for reaching potential new clients.

Though everyone spends more time on their computers and smart phones these days, the simple fact is that we all still love television. 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 both embraces today’s multi-media experience and raises the bar one step higher.  We bring popular, trusted celebrities to the 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.

Whether broadcast on a flat screen hanging from the family room wall, or streaming on a mobile devise, television is television, and Americans still love it.  We harness that love 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.

Television Still the Most Powerful Medium for Reaching Young Adults

21
Jan 2015
By:

A myth has surfaced that young adults don’t watch television and thus cannot be reached as potential legal clients through TV advertising. In fact the opposite is true.

Recent Nielson ratings show that young adults ages 25-34 spend 13 times as many hours watching TV as they do surfing the internet, and 23 times as many hours watching TV as they do using their smart phones.

Though everyone spends more time on their computers and smart phones these days, we all still love television. 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.”

What is not a myth is that young adults love video, and love celebrities. If a picture tells 1000 words, then a video tells even more. Put a trusted and recognizable celebrity in the mix, and the music video generation will eat it up. It’s what they’ve been watching all their lives.

Market Masters–Legal engages trusted celebrities – many from beloved television series – in many of their effective 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.

Trusted Celebrities Deliver Powerful TV Messages

7
Jan 2015
By:

Last year Reader’s Digest announced the results of its in-depth survey aimed at determining the “100 Most Trusted People in America.”

Many were shocked to learn that Americans trust TV judges more than United States Supreme Court Justices.  Straight-talking Judge Judy scored highest (51%), above all nine Supreme Court Justices, followed closely by Judge Joe Brown (48%).

Of all forms of advertising, TV advertising as a medium is also the most trusted. Industry online service MarketingCharts.com puts TV ads above ads in newspapers, magazines and radio. With the power wielded by certain celebs, it’s no accident that hundreds of television advertisements are delivered by faces we know and trust.

When surveyed on which form of advertising consumers are most likely to take action on, television ads scored even higher, vaulting above branded websites and nipping at the heels of consumer opinions, which leads in all categories.  Ad a beloved celebrity, and the end result is advertising gold.

Though everyone spends more time on their computers and smart phones these days, we all still love television. 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.”

“In a very crowded media environment, it’s hard for companies to stand out,” says Gerry Philpott, president of Los Angeles-based E-Poll Market Research, which gauges the marketability of hundreds of public figures for clients.  Advertisers “need those names to cut through the clutter.””

Market Masters – Legal engages trusted celebrities – many from beloved television series – in many of their effective 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. Contact us today.

Where Are You Failing at Lead Conversion?

10
Dec 2014
By:

Increasing the number of cases signed is the main goal of any law firm. The first phone call a client makes to your firm is crucial – their first impression can make or break signing up that case. Is your intake team making a good impression?

Here are some astounding statistics provided by Trial Lawyer Magazine* regarding a survey taken by The Rainmaker Institute. A staff member called a random sample of 126 law firms that were scheduled to attend the National Trial Lawyers Miami Summit event. The staff member pretended to be a car accident victim who was in an immense amount of pain in her neck and back, and was referred to the law firm back her doctor. This is what she experienced when calling the firms:

“70% did not ask for any contact information before getting off the phone… 52% of the firms never called back when promised… Only 40 of 126 bothered to identify the name of their firm when they were called… 90 firms left the caller on hold for at least two minutes… When the caller asked for the law firm’s website address, 33% misspelled it”.

Is your firm guilty of any of these mistakes? Find out. Call in to your firm, or have someone you know call in and see how your intake personnel are handling calls. First impressions are crucial for converting leads to clients.

Here are some best practices that National Trial Lawyers suggests:

–          Don’t ever answer the phone with simply “law firm”! Branding your firm is important.

–          Get the caller’s name and phone number at the beginning of the call, in case you are disconnected.

–          Show compassion and empathy. When an injured person calls in, expressing condolences for their injury goes a long way towards building rapport.

–          Do what you are going to do, when you say you’re going to do it. If you promise to call or send an email, follow through!

–          Know what makes your law firm different. If a caller asks, “Why should I hire you?” you and your staff should know what sets you apart.

Market Masters-Legal has been providing marketing guidance to law firms for decades. Call us today to see how trying our turnkey campaigns can boost your intakes.

Source: The Trial Lawyer Magazine, Summer 2014

Is Your Firm Shining?

20
Nov 2014
By:

People spend way more time watching television than they do in any other form of media. Hard to believe right?  You would think with the amount of time people are on their phones and computers that TV would be near the end but it is not.

Consumers say TV is where they are the MOST likely to learn about products they want to buy and people they want to work with.  They voted TV most influential by 78%, more than newspapers, radio, magazines and internet combined. TV also wins in the Most Authoritative, Most Persuasive, and Most Exciting categories, by a wide margin.

While people are engaging more screens nowadays, it’s often as an enhancement to their TV experience – looking up products or people they’ve seen on TV. TV is the place to be, if you want to capture the attention of your target market and get your law firm’s phone ringing with new prospects.

With TV advertising, your cost per viewer can be pennies on the dollar compared to online, especially if you’ve been buying high-ranking keywords to keep up with competitors.

Television advertising provides an exciting, auditory and visual experience that presents your law firm in a dynamic, persuasive way — and gets people contacting you that didn’t know to search for you prior to seeing your commercial during their favorite show.

In today’s economic climate, you can’t afford NOT to advertise on TV.

Advertising on TV tells your prospective clients that your law firm is legitimate, substantial, and stable. It says you are proud of your firm and want the world to know about it. TV advertisers gain positive notoriety in the communities they serve, and being seen on TV builds the community’s trust in you.

In this world of constant media messages, it has never been more important to separate your law firm from the rest of the pack.

Studies on learning and memory reveal that repetition with both sound and visual input is the best way to ensure that a concept is remembered. TV advertising consistently offers both full motion images and stereo sound, on the biggest screen in the household.

Market Masters-Legal knows how to put together TV ads for law firms that combine a compelling message with powerful audio and video in correlation with our prestigious actors such as William Shatner and Robert Vaughn.

Let Market Masters-Legal implement a turn-key, low cost, low risk, 6 month trial to increase your business immediately!