New York Attorney Advertising Spotlight: NBA Playoffs

NBA Playoffs Advertising in New York

The 2013-14 NBA regular season is quickly coming to a close with two local New York teams having playoff aspirations. The New York Knicks, led by Carmelo Anthony, are seeking their fourth straight playoff appearance and are currently in the middle of a heated battle for one of two remaining playoff spots in the Eastern Conference.  The Brooklyn Nets are in the midst of a turnaround season and have clinched a playoff berth for the first time since the franchise moved from New Jersey in 2012. The NBA Playoffs, beginning on April 19th, will offer local businesses a great opportunity to advertise to a wide audience.

Cablevision is now offering separate packages of NBA advertising spots for the first and second round of the playoffs for both the Knicks and the Nets. Local businesses looking to attract a male audience will have a great opportunity to advertise with options available on channels such as ESPN, ESPN NEWS, TNT, NBA TV, YES Network, and MSG. All of these networks have a male-dominated audience, with viewership primarily in the 18-54 year-old range.

Each package consists of 28 total spots to be run during both the games and general programs. The advertiser will be given seven spots during games (games will be on TNT, ESPN, YES, or MSG), seven general spots on ESPN News, and seven general spots on NBA TV. In addition, packages for the Knicks will include seven general spots on MSG, while the Nets package will include seven general spots on YES.

Prices for the first-round Knicks package are $735 for the Huntington zone, $791 for the Babylon zone, $1,099 for the Riverhead zone, $1,127 for the Brookhaven zone, $2,359 for the Hauppauge zone, $1,295 for the North Nassau zone, and $2,611 for the South Nassau zone.

Prices for the first-round Nets package are $553 for the Huntington zone, $595 for the Babylon zone, $826 for the Riverhead zone, $847 for the Brookhaven zone, $1,771 for the Hauppauge zone, $973 for the North Nassau zone, and $1,967 for the South Nassau zone.

Prices for the second-round Knicks package are $1,092 for the Huntington zone, $1,176 for the Babylon zone, $1,638 for the Riverhead zone, $1,680 for the Brookhaven zone, $3,528 for the Hauppauge zone, $1,937 for the North Nassau zone, and $3,906 for the South Nassau zone.

Prices for the second-round Nets package are $826 for the Huntington zone, $889 for the Babylon zone, $1,239 for the Riverhead zone, $1,267 for the Brookhaven zone, $2,646 for the Hauppauge zone, $1,456 for the North Nassau zone, and $2,933 for the South Nassau zone.

If you are interested in any of these packages or for further details regarding rates and pricing, please contact PR4Lawyers at (866) PR4Lawyers  or email johnzaher@pr4lawyers.com.

Is Direct Mail or Email Marketing Better for Attorneys?

Email Marketing or Direct Mail

Recently, the popularity of Internet-based advertising has increased dramatically among lawyers. One of the most widely used methods of Internet-based advertising is through email. Email marketing offers law firms a cheap, easy way to directly target past clients, prospective clients and potential referral sources. Meanwhile, there has been a decline in direct mail advertising, a more traditional system of sending tangible advertisements to your target audience. Despite the lower costs associated with email advertising, does it bring in a higher return on your investment? Overall which is better: direct mail or email advertising?

Advantages to email advertising: For starters, emails can link back to your website, social media pages, recent verdicts and settlements, and much more. Also, emails are sent immediately. Advertisers do not need to wait for the pieces to be printed, shipped, stamped and delivered. Lastly, the main advantage to email advertising is very basic: it is cheap. As long as a firm is connected to the Internet, sending an email comes at almost no cost. Direct mail incurs costs such as printing and postage, which can add up quickly if a firm is trying to reach a large number of businesses or households.

Downsides to email advertising: While emails can be an effective way to reach a target market, what happens if a firm doesn’t have a large email database? Organically building a list of email addresses is a difficult process that can take months to sufficiently complete. This can be avoided by using agencies that offer lists of addresses, but all of this comes at a price. Also, a large number of emails are never seen by its audience. Email advertisements are often viewed as junk mail and automatically end up in spam boxes or are deleted before they are read.

The main advantage of direct mail: You are ensured the audience will see the advertisement. Even if they immediately discard the mailer, they will still briefly look at it, giving your firm increased exposure. This also presents the opportunity to change one’s opinion with catchy designs and content. Someone may delete an e-newsletter before it loads, but an eye-popping postcard in the mail can often lead to new clients. Also, certain demographics of people, such as senior citizens or low-income households, are more likely to respond to direct mail than emails.

The Direct Marketing Association found in a 2012 study that letter-sized direct mail has a response rate of 3.4% from a house list and a 1.28% rate from the general public. Email, on the other hand, only has a response rate of .12% and .03%, respectively.  These rates can be even higher with a well-segmented list. Direct mail can still have a high return on investment and reach a wider audience.

In the end, the method that works best depends on the law firm, the practice area(s) advertised, and the resources available. Even if direct mail may benefit a firm, if it does not have the resources immediately available to make the investment, then emails may be the way to go. Often, a combination of both methods can be the best system for a law firm.

In either case, it is important to contact a marketing firm with a total understanding of the current attorney advertising rules in your state.  PR4Lawyers prides itself on strict adherence to all advertising regulations and attorney rules of conduct. If you have any questions regarding advertising strategies, please contact PR4Lawyers at 866-PR4Lawyers or email: johnzaher@pr4lawyers.com.