Market Masters Legal – TV Advertising Blog

Everyone who advertises knows that the key challenge is getting your branded message to the right audience.  For example, if yours is a personal injury firm, you want to target the demographic that books the most miles driving.  Further, you want to focus on those most likely to select an attorney based on what they see on TV. Makes sense, right?

The vast range of network and cable television channels makes pinpointing television ads to the right demographic far more possible than in the past.  “To be effective, no longer do TV ads have to run during major events like the Super Bowl, because they can be placed and timed to address a smaller set of more targeted viewers.”  says RecruitmentADvisor, an expert in today’s digital media.

That does not mean to forgo online advertising.  Just the opposite. “Combine the broad reach of television with the targeted reach of websites, and the result is usually more effective marketing,” explains RecruitmentADvisor.

Q Media Research has been studying the tandem impact of television and online ads for several years.  Among other things, they have found:

• “Using TV and online together results in 47% more positivity about a brand than using either in isolation.”
• “The likelihood of buying or using a product increases by more than 50% when TV and online are used together.”
• “48% of the sample group watched broadcast TV while online, most days.”
• “Two-thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites.”
• “Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%).”

Market Masters–Legal understands the tandem balance of targeted TV and online advertising for legal professionals.  Because of the enhanced visual element of large flat screens and such, they also understand the power of bringing popular, trusted television and film celebrities to the screen – many from beloved television series – by integrating them into the attorney’s marketing strategy.  Robert Vaughn, William Shatner, Judge Joe Brown, and Harry Hamlin (among others) are only several of the many popular, influential spokesmen and spokeswomen that we make available to our clients.

Americans love television, and they love learning about professionals located in their community whom they can trust and get to know.  We harness that trust for our clients via compelling, professional advertising campaigns that both build your brand as a professional attorney or firm and produce demonstrable results.

Spend your time on your clients, while we keep your phone ringing and email inbox dinging.  We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.

Local media advertising reaches viewers where they live, work and make most of their purchases, harnessing the substantial opportunities that local markets offer, suggests TVB.org, a not-for-profit trade association that addresses issues of interest for America’s commercial broadcast television industry.

While professionals can and do work for clients worldwide these days, no one questions the fundamental reality that, for the vast majority of professionals, the local market is what pays the bills – it’s the sweet spot, even for national brands.  Says the Chief Strategy Officer for Brandmuscle: “Consumers today are looking for a personal touch from the brands they use. In 2015 it will be more important than ever for large national brands to deliver more localized and personalized campaigns…”

One marketing guru put it this way: “Nothing is more evident in today’s environment than the fact that the consumer is in control and is demanding local attention.  No longer is it enough for advertisers to bypass local communities and consumers for the greater scope of a national media campaign.  Social media has connected people like never before and created “terrior” – a fierce sense of place.  ‘I want to buy… from companies who care about me and my community or neighborhood’.”

This is especially true for professionals, and local broadcast television is the most effective medium to make the connection that counts.   Attorneys who know their local market and address its peculiar needs gain a substantial upper hand over competitors, whether local or national.  Implementing a local TV ad campaign that’s highly professional while being on message to local needs is a smart, cost-effective way to reach potential new clients.

Other media of course can do the same thing. However, when it comes to advertising, popular blogger William Smith of Branding Strategies Insider observed: “The category killer of advertising was invented a long time ago. It still rules. It’s called TV.”

Market Masters–Legal understands the importance to legal professionals of connecting with their local market.  To enhance that connection, we bring popular, trusted celebrities to the screen – many from beloved television series – by integrating them into the attorney’s marketing strategy.  William Shatner, Judge Joe Brown, and Harry Hamlin (among others) are only several of the many popular, influential spokesmen and spokeswomen that we make available to our clients.

Americans love television, and they love knowing about professionals located in their community whom they can trust and get to know.  We harness that trust for our clients via compelling, professional advertising campaigns that both build your brand as a professional attorney or firm and produce demonstrable results.

Spend your time on your clients, while we keep your phone ringing and email inbox dinging.  We invite you to give us the opportunity to prove our effectiveness – and the unbeatable power of television advertising – with a low cost trial period.  It’s a small risk, well worth taking.