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<i>Media & Communications Corner:</i> Avoiding Ad Bombs
Law firm marketers are always asked whether the dollars spent on advertising will result in new business. Certainly, a strategic and creative ad campaign is a valuable part of a law firm's marketing program. In most situations, it's hard to know whether an advertisement is the direct source of a new business opportunity. Advertising cannot guarantee new business, but it definitely creates familiarity to potential buyers. Repeated advertisements are meant to refresh a viewer's memory, and remind them of your firm's practice and location by using selected images to reinforce the messages.
Hundreds of national law firms are investing their dollars in display advertising campaigns. They pay design firms to come up with the images and branding, and the process can be time consuming and expensive. What can a firm do to ensure that the advertisements are as compelling as possible?
It pays to know about “ad bombs” ' landmines that are out there, ready to blow apart your branding efforts and possibly waste valuable marketing dollars. Things you don't know or consider when creating or purchasing a new ad campaign can be ticking time bombs in your new ad. These are fixable and easy to recognize, but first you need to be aware of them or have enough insight to question the service provider who is creating your ads. In the early days of legal advertising, only a few marketing and advertising firms provided advice, and they were responsible for developing advertising that differentiated a firm through strong creative and original ideas. With the ever-increasing attention to law firm marketing, more and more providers came to the table, but with that came …
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