Archive for September, 2010

Does This Advertising Strategy Still Work?

I just read an interesting recent article in Advertising Age that discussed the question of whether using celebrities in marketing was still viable in the “Era of Social Media”.  The overall conclusion was – yes.

“We receive more than 3,000 commercial images a day; our subconscious absorbs more than 150 images and roughly 30 reach our conscious mind………..if you use a (celebrity) strategy, you dramatically accelerate the potential for your brand to reach the conscious mind of the consumer.”

“….(it) has the power to instigate and inspire, enlighten and enrage, entertain and edify the consumer. Its inherent benefits are that it can be leveraged across multiple channel experiences (and potentially services), cuts through advertising clutter, creates a brand narrative and allows for channel-specific optimization. Ultimately, (it) is always worth investing in if you have the right person.”

Market Masters-Legal provides law firms with the opportunity to utilize the considerable spokesperson talents of William Shatner and Robert Vaughn in custom-filmed, market-exclusive multi-media campaigns.  Although far from the only elements of our creative that enable our licensees to regularly dominate their markets, they are critical components to their success.

A Dangerous Assumption For Any Law Firm?

“Everyone knows us.”

I shouldn’t be surprised when I hear this from an attorney at a well established firm that advertises heavily.  Yet, I almost always am.  Recently, I was told this by two of our licensees.  One was thinking that a 30% reduction in their advertising would not be a problem, and the other was saying that they could reallocate a portion of their budget to speculative strategies.  A few weeks after the cutback, the first attorney called me to express concern about dropping call numbers.  I reminded him about the reduction and he acknowledged that it was the likely cause of the downturn.

I have been told that the typical city/market experiences as much as a 20% annual turnover of population.  That 20% each year will not know you based on longevity or past marketing.  Even more important is the question as to what happens when a firm lessens its marketing position?  Inevitably, a competitor or competitors fill the vacuum that is created.  It can give them life where previously they were much less relevant.

Everyone does not know you, even if a lot do.  Stay strong and aggressive in your marketing using superior creative and proven strategies.  It will keep you on top.

How To Predict Numbers of Auto Cases?

Auto accident data is difficult to come by in a timely fashion.  Often what is available is a year old or more.  While it would be great to know how many cases one is currently getting out of the total potential “pie”, thus far this is information that eludes us.

One report, however, can provide an idea of how your market stacks up when it comes to overall driver safety.  Allstate recently released its “America’s Best Drivers Report™”.  The report uses Allstate’s claim data to rank the country’s 200 biggest cities based on frequency of car collisions to identify which cities have the safest drivers.

What is the safest city?  Fort Collins, CO.  Which city is more likely to have accidents than any other?  Washington, DC.  How does your city stack up?  Click to view the full 2010 report.

As with any data, results can be suggestive but are not necessarily conclusive.  The overall business of any individual law firm is the result of many factors, not the least of which is effective marketing.  Robust market conditions or soft, it is always best to be the one getting the first call.

Does A Holiday Connect To Cases?

Heading into Labor Day Weekend, I was trying to think of something appropriate to post.  Then I received a call from a prospective client interested in our TV campaigns for a specialized area, Wage Hour abuse cases.

Unfair labor practices have been around a very long time.  However, the suffering economy seems to have led to even more people being taken advantage of.   Hourly workers are required to work extra time without being compensated, or they are “promoted” to “management” to bypass overtime requirements. Two current Market Masters-Legal licensees began advertising for these cases earlier this year, with very strong results.  One of them told me that bigger companies are paying the fines/penalties whenever they are called to task, but have no intention of stopping what they are doing.  The savings outweigh the costs associated with the minority of people that will pursue claims against them.  In other words, there is no end to available cases/victims.

We have been advocating diversification in the types of cases being advertised for as a means to further grow practices.  Wage Hour abuse is an area that may be worth further exploration for you.  Let me know if you would like more information.

Have a safe and happy Labor Day Weekend.