Market Masters Legal – TV Advertising Blog

You know those toning shoes with the curved bottoms that are supposed to help your physique? Well, maybe that is not all they do. Skechers Shape-ups are the subject of a recent lawsuit according to ABC News. There are certainly quite a few people using these shoes. Heck, I have a pair. We will have to keep an eye on this to see if it becomes a mass tort opportunity that has any “legs” (sorry).

The QuickStrike™ program at Market Masters-Legal gives our licensees a real edge when it comes to advertising for mass tort cases on TV.

“Keep It Simple Stupid” or “Make It Super Sophisticated”?

My latest travels took me to visit with our licensees in Columbia, SC.  Frankly, it was long overdue, but I was welcomed warmly and enjoyed their true southern hospitality.  One of the most important things they wanted to accomplish was for me to see, first hand, the primary potential client base from which they need to draw in order to be successful.   So, they loaded me into their car and took me to Pig On The Ridge, an annual barbecue competition that draws from all around.  It gave me an opportunity to see, meet and speak with many good people that comprise what they consider to be their target demographic.  The point of this (beyond enjoying barbecue and my first taste of boiled peanuts) was that we all can get caught up in trying to look and be as sophisticated as possible in what we say and do as law firms.  It is natural to want to be impressive.  However, our licensees in Columbia correctly recognize the critical importance of communicating to their clientele on their level in a manner that they will best receive it.

The late American journalist, H.L. Mencken once said, “Nobody ever went broke underestimating the intelligence of the American public.”  I suppose that his intention is open to debate.  But one interpretation can certainly be that keeping it simple and direct, while still being impactful, is never a bad strategy.  In fact, it is the best strategy.  Nothing puts you in a better position to do that than the TV commercials produced by Market Masters-Legal …Period.  How is that for simple and direct?

The Law Offices of Joe Bornstein

Paige, Jim and I had the pleasure of making the 3- plus hour drive north to Portland, ME last week during the peak of foliage season (can’t say we didn’t factor that in to the timing) to visit with one of our longest tenured licensees, Joe Bornstein.  He welcomed us with open arms (literally….a big hug for each of us).  I have long marveled at the genuine caring Joe exudes to his clients, staff and anyone he works with.  His many loyal employees reflect that concern for others in what they do as well.

Joe often talks about how different he feels that “Mainers” are from just about anyone, something that he believes needs to be addressed in all of his extensive marketing.  While that may be true, positive response to being taken care of promptly, fairly, compassionately and respectfully is universal.  What Joe has worked so hard to instill into his practice will work anywhere.

Market Masters-Legal commercials predispose consumers to liking you.  Having their positive feelings reinforced starting with their first contact with the firm, and continuing with their subsequent experiences thereafter, is something that our licenses benefit from every day.  Most are very good at doing this.  I will talk about them in future posts too.  This one was a chance to acknowledge Joe Bornstein for a job very well done.

Insurance Adjusters.

I just received a great email from one of our licensees.

“Yesterday I ran into an adjuster from an old client of ours, (name of company).  It was (name) and (name) may remember him.  He told me our TV ads were the best of any of the law firms.”

You know what?  This actually happens all the time.  Adjusters tell our licensees that they really like the TV commercials that we produce for them, and that they think they are the best ones they have seen.

No argument here.

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.

“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.

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.

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.