Television has been used as a medium for advertising since the day TV was invented. There is good reason for this fact: it works. Just about every industry has advertised on television at one time or another, and lawyers are no exception. But, advertising on TV is not without its problems if it is not approached wisely. Many law firms have created TV ads only to see their efforts blow up. Here are some common mistakes law firms have made with their TV ads and how to avoid them.
Not using Nielsen Media Research
A subscription to Nielsen Media Research will cost your firm money, between $1,000-2,000 annually. But, the results you will get will make that expenditure far worth it. Currently, Nielsen ratings are the best measuring stick advertisers have to determine what shows people are watching and how many viewers each show has. This information can easily help you determine the best places to spend your advertising dollars.
Not professionally producing your commercials
If your commercials are poorly produced or uninformative, they will not be helpful to the people who view them. First, keep your message simple and concise. Try to avoid using too much legalese that can go over the average viewer’s head. Write your script in easy-to-understand terms that anyone can comprehend. When you hire a production crew, remember that the final product will be a direct reflection of you and your firm so it is crucial for it to look good. Sure, it is easier and less costly to produce the TV spot yourself or to try to do it on the cheap. But, that is a foolish way to save money, as you will lose it in the long run.
Not changing the commercials that are not working
It is easy to fall into the rut of keeping with the same ads hoping that they will eventually work. But, if your commercials are not bringing in enough business, you need to try something else. Have it play at a different time or on a different channel. Revamp your commercial and make it more enticing. Take some time to truly analyze the efficacy of your commercial and do not be afraid to change anything that is not working.
Not having a big enough budget
It is true that advertising costs money. You also get what you pay for. When you decide to start advertising your firm on TV, make sure you budget enough money to get the job done right. If you are not willing to spend enough money to produce a commercial that will bring in new business, the money you will spend will be wasted.
If you need help getting your television ad campaign for your law firm off the ground, contact DL Marketing today to see how we can help you.