What Is Your Return on Your Legal Marketing Investment?
Most times, law firms will implement a marketing initiative and then at a later date (whenever it comes up) decide if the attempt was a success or failure in generating new revenue for the firm.
For example, they will look at how much money was allocated for the activity, how many new clients came of it and how much new revenue those clients brought in.
If the numbers don’t meet the firm’s anticipated projections or goals, the effort is declared a failure.
What is wrong with this method? The firms are assuming every marketing attempt they undertake exists in a vacuum. In truth, most communications are in fact successful, because your target audience has been exposed to your message a number of times and in a variety of ways.
An individual who registered for a seminar held by your firm may have seen an ad or press release for the event or even been told about it by a friend. They then attended the seminar and came away with a positive or negative impression of the attorney who made the presentation. After the seminar, that individual went home, and in wanting to learn more about the firm, decides to check out the firm’s web site. Then, at the first appointment, while sitting in the waiting area, that potential prospect starts to read one of the firm brochures strategically placed upright on a credenza in the room. Thus, prior to actually retaining the firm, that individual has been exposed to a representation of it somewhere between 4 and 7 times.
It’s no different for any other form of marketing.
Market Masters-Legal has the key to connecting with your target market via television commercials. Through the use of high end production and national talent we know that your commercial will be a success.
We only take one lawyer in each field for the area. So for instance if you are a personal injury attorney, there will not be another one in your area that has these commercials. Think about that for a minute. A unique commercial stands apart from the rest.
When you put numbers to each marketing activity you are discounting the other activities. When you ask “Where did you find out about us?” and get the response of “I saw your ad,” “I Googled you on the web,” or “I attended your seminar,” the response is noted and the revenue from that new client is credited towards whatever activity was cited in the response. In reality they may have heard about you from a friend, then Googled you and decided to attend your seminar. Every activity you have going could have contributed in some way to the gain of that client’s business.
We should not assume marketing activities work in a vacuum or that new business is generated in a single direct way.
Ready to see what we can do for you? Let us implement a turn-key, low cost, low risk, 6 month trial for you to see how we can get your firm in the public eye prominently so you see results right away. We only take on one specialty in each area so you want to contact us today before your competition does!
