In the era of internet marketing, many consider the old forms of advertising to be out-of-date and ineffective. Television ads are perhaps the route that comes under fire most often. With DVR, internet-based viewing and other ad-skipping measures being as prevalent as they are in today’s viewing culture, it is not surprising that this idea is so widespread.
Contingency law practices used to seek out radio and television ads constantly in an attempt to spread the words about their firms. However, with the advent of direct marketing and other new age marketing approaches, this has become less common. The question remains, however, if the effectiveness of TV advertising has actually decreased.
Although it may surprise many, TV advertising is shown as remaining to be one of the most effective ways to advertise consumer legal services. This makes this advertising route a safe bet for contingency law practices that may have prematurely written off the possibility of purchasing ad space on local networks.
Skeptics of the effectiveness of TV advertising often focus only on the viewing practices of those inclined toward modern services; such as DVR and internet streaming. They forget that many people, especially those in the lower income brackets, still watch media in a traditional way. These members of the public do not skip advertisements and often watch TV throughout the day. This is an entire demographic of people that TV ad naysayers completely discount, and many injured and disabled clients watch TV during the day without using DVR. It is a well known fact that daytime TV viewers use DVR far less than people watching prime time TV.
Low-income viewers are not the only ones who still view TV this way. Middle aged people and the lower income households also tend to stick to more traditional viewing practices. Coincidentally, this is the exact sector of the public that contingency law practices need to seek out. Low-income, middle aged, and injured people are often in need of legal counseling, and TV advertisement provides the ideal medium for informing them of the services you offer.
Since these demographics tend to view in a traditional manner, they also identify traditional advertising formats as more appealing. Communicating with them in a way that makes them feel comfortable will increase the chances of them entrusting their legal issues to your firm. With the cynical labeling many law firms unfairly receive, an investment in advertising that resonates with lower income households in a positive and tasteful way, and in a way that educates the public about your services, you will become respected and well known in your market.
With all this information now at your fingertips, you cannot logically dismiss the potential TV advertising still holds for contingency law practices. Get together with some local advertising firms and discuss the benefits of a locally targeted TV campaign. Connecting with and educating lower income households who may not otherwise have access to representation will be sure to help expand your client base for years to come.