Many law firms need to advertise themselves frequently to remain at the forefront. Major firms often have enough budget to show themselves in TV ads. However, improper advertising could cause them to lose thousands of dollars. Buying TV airtime is quite expensive and some lawyers may insist on handling their own advertising campaign, which may not be the wisest thing to do. There are things that law firms need to do to improve their ads effectiveness. They may subscribe to Nielsen Media Research to improve their chance in the market. The annual subscription may cost up to $2,000; which is a small fee to pay for many law firms. Attempting to appeal to global population without an access to Nielsen Research database is like being a carpenter without hammer and saw. Nielsen may have a few controversial ratings, but we should get a rather accurate view on the market condition. By subscribing to Nielsen, we will be able to get proper rating analysis.
We should also avoid having uninformative and poorly produced TV commercial. Law firms will need to work with reputable producers of TV ads who can help them to create highly appealing TV commercials. Regardless of their excellent education, lawyers are not sales people and they are not experienced in legal matters. Without a marketing specialist, the message in TV ads could be written by an overworked law firm assistant who may not be able to use the right sentences for marketing purposes. Marketing messages are generally simple and concise. In fact, the message is so simple that it can be understood by a 6th grader, but still smart enough that it can appeal to professionals. If we are able to achieve this, then our marketing message is ready for the general public. Commercials and the associated marketing messages should reflect the law firm and its valuable legal services. It is important to choose the right kind of TV network, because each station has unique kind of audience.
It means that we shouldn’t spend so much money on cable TV. Cable TV channels can be quite alluring, because the advertising costs can be quite affordable. However, each cable TV channel could have very specific demographics. The rate of penetration can be quite low in some areas. If we insist on investing on so many cable stations, we could only give our money away. We also need to avoid continue doing a similar thing over and over again. We should make sure that people will have direct responses to our advertising campaigns, especially if we have the right kind of messages for them. We shouldn’t be afraid to analyze the situation and we need to properly figure out the problem. Even the largest law firm doesn’t have unlimited marketing budget, so it is important that each cent is spent well. For any company or agency, such as law firms; TV advertising should work quite well. If we don’t do things properly, we could potentially waste so much money on ineffective TV advertising.