This week will be one of those “plates in the air” kind of weeks. Of course, I have always said that the practice of law is like having 5 baskets, 5 snakes and 4 lids. I didn’t make that up, but I can’t remember who did, to give them credit.
Anyway, this week will also be a combination of law and marketing. Right now, I am working on a couple of scripts for upcoming law firm TV commercials. This Sunday, we will be on in our TV markets, with a Super Bowl ad. Right now, I am trying to decide if I should “whip up” an ad, just for the Super Bowl, or do one that will be used down the road.
Most of the Super Bowl ads are placed nationally. That’s why you see all those articles about the pricing of ads. And, of course, I always feel riveted to my chair at the commercial breaks. That’s some of the best viewing. It’s rare that the public does pay so much attention to TV ads. The local TV stations have 3 or 4 ads to sell in game. That’s where we try to get in.
I titled this blog “TV versus the Internet” because that is really what has happened in marketing. I regularly hear lawyers complaining about how their TV advertising no longer generates business. For us, we have greatly reduced our TV ads over the last few years. That’s because the Internet has replaced a lot of what TV and yellow pages used to do. .
The Internet has created a different buying experience. When I am contemplating a product or book to read, I look at the recommendations of others. Did they give the book 4 stars or not. It’s what Facebook is trying to capitalize on, in having your “friends” give a thumbs up or a thumbs down on a product. That will also probably have an impact on professional services.
It won’t matter how many TV ads a lawyer or doctor might air, if there are a lot of online comments about the services that aren’t beneficial to the business. TV will be more for “top of mind awareness”.
The Internet has become the great equalizer and really returned us back to the days that people choose, based on recommendations. It’s a good thing because a 30 second advertisement on television really doesn’t tell you much about a business, except to introduce you to it.
Well, that’s what’s on my mind. I wish you could give me an amazing TV ad idea. The Super Bowl is one time that you reach an audience all at once. Plus, it should pull big numbers; since Green Bay and Pittsburgh are playing.
I want a close game; a lot of viewers; several ads that make me laugh and, I need a good idea for our firm. So, I’m pulling out a pen and pad and beginning to write. I have a cup of coffee next to me. Hopefully, if you are in one of our markets, you will see what comes to fruition. That assumes that the production will get it done and on to the stations.
That sounds like the same “five baskets” slogan too. I guess that’s the way life really is.
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