Archive for the ‘TV Advertising’ Category

Are These Mines Or Are They Mine Fields?

Mass Torts.

As one might expect, we get approached on a regular basis by major firms handling various pharmaceutical and product liability cases.  They have correctly identified the fact that our network of top TV advertisers around the country represents enormous potential for gathering new cases to refer to them.  When it seems warranted, we arrange a conference call for the mass tort firm to present the “opportunity” to any of our clients who may have interest.

In many instances, a blast of mass tort TV ads produces a high volume of calls.  Through the screening process, the numbers get reduced.  Additional factors lower the numbers even more.  Sometimes, all that is left standing are a few accepted cases.  So, is it worth it?

I recently received this email:

“This has been an interesting campaign.  We received lots of calls that seemed to qualify as a good potential case.  Was very happy with the call volume and quality.  However, after having people tested we ended up with only two cases that any litigation law firm would take.  Had to agree to only a 30% referral fee in order to get that firm to take them.  Wasn’t looking good to even get our money back.

Last week we found out that one case got settled with one out of two of the defendants (the client used two denture cream products).  That one half of a case settled for $2.4 million.  Needless to say, we are all very pleased.

Thanks for holding the conference call MML. ”

We always leave the decision to pursue a particular type of case up to our licensees.  For those who opt to go ahead with one, it is not uncommon for it to work out well.

Is This The Future of Lawyer Advertising?


Summer’s blockbuster movie centers on a company hiring a group of people to plant an idea directly into someone’s subconscious mind using a rather invasive technology.   Now, maybe (ok, probably) I was the only one in the theater thinking of this, but the whole thing seemed like one big metaphor for advertising.  After all, isn’t it the ultimate goal of advertising to motivate people to take a specific action?  And doesn’t the best advertising have to work beyond the surface and reach right into the subconscious so that when a need arises, the first thought that comes to mind is the advertised product or service?  In the legal category, for one, the answer is a resounding “YES”.

When someone is injured, is a victim, is being mistreated or taken advantage of by the insurance company or is being denied any number of their rights, are they reflexively thinking of your firm first?  Is your marketing working at such a level that people think of you even when your ads are not right in front of them?  Have you successfully planted the idea in their mind to call you when the need arises?

Commercials that work while someone is watching them are hard enough to find.  Ones that also consistently produce results even when not right in front of someone’s eyes are rare.  Combined, you have a winning campaign. That is exactly what Market Masters-Legal has been providing to successful law firms for years, and will continue to do so.  At least until we master that whole Inception thing :-)

One Thing Most Advertising Agencies Will Never Do?

Talk about a former client.

We recently received a call from an attorney who stopped using our program a few years ago.  He decided at that time that he was going to scale back his practice so he could build up his real estate business.  The call was to thank us.  He said he had been meaning to do so for a while.   He said that he made a lot of money as the result of using our TV campaign and is still receiving checks from one particular type of case we informed him about (many hundreds of thousands of dollars, and counting).    He also wanted me to know that a few months following the conclusion of his TV campaign, he received a call from someone who had remembered him from our TV ads.  That case ended up settling for over $900K.

Now, it is very unusual for anyone to leave our program.  The few that have left have generally done so for reasons that have nothing to do with our campaigns (retirement, restructuring, partner dissoultions, career changes and, in one case, divorce). Whatever the reason, it is gratifying to hear from them that they were happy and satisfied with what we provided.  The above is the latest, but not only, example.

In the case of law firms, references from former clients are invaluable.  Ways to best to best capitalize on this diamond mine will be the subject of a future post.