Is Television Commercial Advertising Still Worth It?

With the rise of streaming sites such as Netflix, Roku, and Sling, do people even watch cable television anymore? The answer – yes.

Earlier this year, CNBC took a survey consisting of 801 Americans throughout the United States to find out just how many people still have cable television and actually watch it as well. Out of this group, 30 percent of people stated they only have cable or satellite TV and 36 percent said they have both cable and streaming services. That means 66 percent of the people still have cable television and have the potential to see your ad.

Streaming vs. Television

Even though the number of people watching TV is still large, there’s no denying that streaming services are becoming extremely popular especially among the younger generations. Streaming services are often a cheaper option than regular cable or satellite TV. This allows people to sit for hours upon hours binge-watching their favorite shows at their leisure. Whereas, regular TV tends to cost more and has a programmed schedule.

However, programmed schedules are valuable to those looking to advertise their firm or company on TV especially when it comes to a high-profile event, such as the Super Bowl, or a show airing at a specific date and time. For example, one of the most popular shows Americans watch these days is This Is Us on NBC. Securing an advertising spot on NBC Tuesday nights from 9p.m. to 10p.m. Eastern Standard Time could allow you to reach millions of viewers across the nation while they’re enjoying This Is Us. Many cable channel programs also command large audiences, such as TLC, Bravo, HGTV, and others.

Forbes even stated, “Television advertising revenue was up 7.1% in January 2018, according to the latest stats from the Standard Media Index.”

Besides the potential numbers of viewers, think about the effect being on TV has to large audiences. We instantly attribute a company being on TV with having a distinct and respectable status. Just seeing your advertisement on television can impact viewers to see your business in a prestigious light. Not only will your ad boost your fame, it will portray your business as credible.

So, don’t be blind to the steady influence of TV advertising in this digital age, it may be just the advertisement your company needs to be seen.

For more information please visit www.pr4lawyers.com.

PR4Lawyers is an experienced attorney marketing firm that has accomplished successful strategies for over a decade. For more information about our services, please call 1-866-PR4LAWYERS (866-774-5299) or fill out our online contact form.

Ad Spotlight: March Madness

The NCAA Division I men’s basketball tournament, appropriately named March Madness, gets the ball rolling on March 14-15, 2017. According to the International Business Times, 2016’s championship game between North Carolina and Villanova clocked in around 22.3 million viewers.

This year, Turner Networks will continue to share NCAA Tournament coverage with CBS, TBS, TNT, and TruTV. A total of 43 games will air on cable channels, including exclusive coverage of the Play-In Round and 24 games in the First Round, as well as coverage all the way through the Regional Finals (Elite 8).

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Facebook: The New Face of Advertising

An In-Depth Look at How Facebook is Outpacing Traditional AdvertisingFacebook Ads image

By Erin Marine, Legal Account Executive at PR4Lawyers

The Wall Street Journal recently published an article on Republican presidential candidate Ben Carson’s advertising strategy for his political campaign. At the time, Carson was the leading candidate in the Republican primary polls, surpassing even the “seemingly unstoppable” Donald Trump, but Carson was also leading his political rivals in another arena: Facebook advertising. As of this writing, Carson has over 5 million Facebook fans, compared with Donald Trump, who currently has 4.8 million fans and leading Democratic rival Hillary Clinton, who has just under 2 million.

The article quotes Erik Hawkins, group director of Facebook’s global marketing solutions team, as saying that Carson is the most active presidential candidate on Facebook in terms of paid and organic activity. In fact, Carson campaign officials have already launched over 240 different advertisements on Facebook alone. The Carson campaign has made Facebook advertising a key component of its advertising strategy, while other candidates continue to cling to print and television platforms, the traditional darlings of political advertising.

Clearly, political campaign managers are starting to pick up on what many businesses and organizations have already discovered: Facebook is the future of advertising, and the future is now. Continue reading “Facebook: The New Face of Advertising”

New York Law Firm Advertising Spotlight: MLB Postseason

MLB pic
September is here, meaning the Major League Baseball regular season will soon be coming to an end. The MLB postseason is set to begin September 30th with the Wild Card Playoff games that determine which wild card teams will advance to the Division Series in both the American and National Leagues. This year, a new team will be crowned the World Series champion as last year’s victor, the Boston Red Sox, will not be in the postseason. While the playoff field is not set yet, some of the frontrunners in the American League are the Los Angeles Angels of Anaheim, led by Mike Trout; the Baltimore Orioles, featuring Adam Jones; and the Oakland Athletics, with Josh Donaldson. From the National League, the Washington Nationals, featuring Stephen Strasburg; the Los Angeles Dodgers, including Yasiel Puig; and the St. Louis Cardinals, with Adam Wainwright are among the teams that hope to claim the title. Continue reading “New York Law Firm Advertising Spotlight: MLB Postseason”

Advertising Spotlight: NFL Football

TNF MNF

NFL football, the most popular sport in the United States, is set to begin in just a few short months. The 2014 NFL season will begin with preseason games starting on August 3rd and will kick off the regular season on September 4th. The Seattle Seahawks will try to become the first team since the New England Patriots in 2004 and 2005 to win back-to-back Super Bowl titles. Among the 31 teams who will try to prevent them from doing so are the local New York Giants and New York Jets. The Giants will look to make up for a disappointing season in which they finished 7-9, their first losing season since 2004. The Jets are in a rebuilding phase and were not expected to do well last season, but finished an impressive 8-8, a mark in which they will look to build upon this year.

NFL football typically receives higher ratings than any other sport in the United States, and with two local teams, the New York area is as passionate about the sport as anywhere in the country. Local law firms will have the opportunity to connect with the large viewing audience through television advertising spots from Cablevision.

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Attorney Advertising Spotlight: Advertise During the 2014 FIFA World Cup

TV Advertising during the 2014 World Cup

June 12th marks the start of one of the most unique and popular sporting events in the world: the 2014 FIFA World Cup. Thirty two different teams from six continents will compete for the prestigious distinction of being the World Cup champion. Among the notable teams are the United States, defending champion Spain, and host country Brazil. The month-long tournament will feature the brightest stars of the game, including Lionel Messi (Argentina), Cristiano Ronaldo (Portugal), and Franck Ribery (France). The roster for the United States is not finalized yet, but will likely feature World Cup veterans such as goalkeeper Tim Howard and midfielders Clint Dempsey and Landon Donovan. The World Cup has been steadily growing in popularity in the United States and is sure to attract a large and diverse audience in New York and on Long Island. Law firms will have the opportunity to capitalize on the excitement with television advertising spots from Cablevision and Verizon FiOS.

Cablevision and Verizon FiOS are both offering special advertising packages for the 2014 FIFA World Cup, which will be broadcast on ESPN, ESPN2, and ESPN Deportes. The World Cup attracts a predominantly male audience, ages 25-54, from various demographics. Law firms also have the ability to choose individual games in which to run a commercial rather than purchasing an entire package. Prices for individual games may vary according to the time of the match and which teams are playing. Most packages contain additional spots on a wide array of general channels offered by Cablevision and Verizon FiOS.

The World Cup package with Cablevision will consist of seventy eight, 30-second commercial spots which will air on ESPN or ESPN2 during World Cup matches, World Cup Live, and SportsCenter. The package will also include 50 spots which will mention a law firm, and its tagline, as a local sponsor of the World Cup at the end of the promos. For example, “The World Cup on the networks of ESPN is sponsored locally by (law firm’s tagline here).” These spots will be run during general timeframes on various Cablevision channels.

The prices for the World Cup package with Cablevision are $2,500 for the Huntington zone, $2,800 for the Babylon zone, $3,600 for the Riverhead zone, $4,000 for the Brookhaven zone, $8,000 for the Hauppauge zone, $5,000 for the North Nassau zone, and $9,500 for the South Nassau zone.

Verizon FiOS has three separate packages for the World Cup, broken down by channel. The ESPN package will contain one spot per game for each of the 32 games that ESPN broadcasts during the first round. There will also be 58 additional spots which will run on general channels throughout the first round of the tournament, bringing the total to 90 spots. The ESPN2 package will contain 45 total spots. Fifteen of the spots will air during first-round games on ESPN2 and the remaining 30 are general spots. The ESPN Deportes package contains 56 spots, all of which will be run during games in the first round.

The prices for the ESPN package are $680 for the RCN zone (covers select areas of Queens), $1,090 for the North Nassau zone, $1,590 for the South Nassau zone, and $1,324 for the Suffolk zone. The ESPN2 package costs $775 for all of New York, except the RCN zone, which costs $395. The ESPN Deportes package costs $1,150 for all of New York. Verizon FiOS is only offering four ESPN and ESPN2 packages per zone and two ESPN Deportes packages, so space is limited.

The World Cup is still over a month away, which means there is still time to produce a 30- or 60-second commercial specific to the World Cup, or a general commercial if your office does not currently have a commercial to run. PR4Lawyers’ experienced staff offers broadcast-quality commercial production to help you through the process.

If you are interested in producing a commercial, purchasing an advertising package, or for further details regarding rates and pricing, please contact PR4Lawyers at 1-866-PR4Lawyers or email info@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.

On or Off Site: Video Production for Every Law Firm

Video Production for lawyers

Video advertising, such as television commercials, is one of the most effective ways to spread your firm’s message to a wide audience. Most often, videos are spread through a law firm’s website, video sharing sites like YouTube, or on TV. Professional video production usually comes in two forms: on-site and off-site. This article will provide an overview of the differences between on-site and off-site video production, as well as the benefits and disadvantages of each.

 

Onsite video production

The biggest benefit of on-site video production is its contribution to your overall branding efforts. On-site videos are produced at the law firm’s offices, at a courthouse, or at a press conference, giving exposure to the firm’s staff and locations, which helps potential clients feel more comfortable with a firm or practice.

 

Often, partners at the firm will be featured in the video to provide a personal message or present themselves as the spokespeople for the firm. Other times, on-site videos include testimonials from actual clients or actor portrayals of clients. On-site video production may include the voices of actual staff and clients, actors, voiceovers, or any combination of the above. These “real” audio and visual elements allow potential consumers to not only learn about your practice areas, but also create an emotional connection between individual consumers and the firm (this can turn cold leads into warm leads every time a video is viewed).

 

Although filming is done on-site, most of the editing is done off-site. Off-site, producers will cut, edit, and compile the footage taken at the firm’s location. Producers also add text, graphics, and other design features to give the video a more professional appearance. In most cases, commercials and promotional videos will end with a graphic showing the firm name, location, contact information, and logo, but some videos will also include background music or sound effects. Off-site additions, particularly the graphics, constantly show the firm’s contact information throughout the video and reinforce consumer knowledge of the practice. If a video includes a jingle or an original song, consumers are also more likely to remember the firm.

 

Because of its customization, on-site video production is more time-consuming and more expensive than off-site production, especially if actors and production crews are involved. Filming alone can take several hours, and editing can take even longer. However, with on-site production, you can film and produce exactly what you want and play an active role in crafting your message.

 

Off-site video production

The greatest advantage of off-site video production is the cost-effective nature of off-site video campaigns. They can be less expensive than their on-site counterparts, and can be just as effective. Off-site videos can be produced anywhere and anytime, without the need for an on-site visit, production crew, or actors. Off-site video production relies most heavily on stock footage and stock images purchased from a reputable database. These stock images offer a wide variety of scenes that may be difficult to recreate on-site. Off-site videos often use more text-based graphics throughout the video and use voiceovers for the audio. Consistent graphics and design should still appear throughout the video as they strengthen your brand in the minds of consumers.  However, unlike on-site videos, you will not be able to incorporate panoramic shots of your facilities or client testimonials.

 

If you are looking for a faster turnaround on a video project, off-site video is likely the better option. Stock footage usually requires less editing than raw footage taken on-site, and the editing process can be faster as a result. Otherwise, the editing process for off-site videos is similar to on-site videos because the producer must compile the footage, audio, and graphics into one video. As with on-site videos, graphics with the firm’s contact information remains on-screen throughout the video, ensuring that potential customers are always aware of the firm’s location, services, website, and phone number.

 

The main disadvantage of off-site production is that footage for the video is generic rather than custom-made, and it can be difficult to include staff, customers and facilities. Luckily, there are many resources and databases available to find the perfect clip and you can easily compare different types of footage.

 

Depending on your firm’s needs, on-site video production may prove more useful, or off-site video production may generate similar results at a much lower cost. If you are interested in video production or have any questions about your advertising strategy, contact John Zaher at 1-866-PR4Lawyers or at johnzaher@theprmg.com.

Why Your Law Firm Needs An E-Newsletter

By John Zaher

Newsletters and E-newsletters

A strong e-newsletter is an essential component of any successful business’ marketing strategy. No matter what field of law you belong to, e-newsletters are a crucial form of communication between your firm and past and prospective clients. With the immense popularity and convenience of smart phones, iPads and other electronic devices, email marketing plays a critical role in maintaining contact with clients. Maintaining a consistent e-newsletter program will prove to be a very important marketing asset for your firm.

This article will explain the importance of e-newsletters in regards to lead generation, keeping in touch with your audience, content distribution, the importance of providing incentives and capturing contact information.

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Twitter Advertising

By John Zaher

Twitter Ads Self-Service

As the world’s most popular micro-blogging website, Twitter has become an increasingly important tool for lawyers to promote their services through word-of-mouth marketing and generate buzz about their firm. While businesses have used tweets, links, and hashtags since Twitter’s inception to engage with existing and potential clients, Twitter recently expanded businesses’ ability to advertise through Twitter Ads.  Previously, Twitter Ads was limited to a select group of large companies and those who were invited to participate, but with a new self-service system, any law firm or individual can use this feature to promote tweets or accounts and increase followers.

For those not familiar with Twitter, here’s a brief overview. Twitter is a micro-blogging site that allows its users to communicate by posting short updates known as “tweets” to their profiles and “following” each other’s tweets on their newsfeeds. Every Twitter user has a unique username, known as a Twitter Handle (such as @TrafficLawyer), which is prominently displayed on the user’s profile page and next to every tweet the user posts. Tweets are limited to 140 characters and often include links to other websites, articles, blog posts, or hashtags. Hashtags (symbolized by the # sign) allow users to search for tweets with specific subjects or phrases, such as #PersonalInjury or #Law.

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