Local Broadcast TV Most Effective in Connecting Brands to Local Communities
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.
