"We need to advertise more... to get our name out there," said the marketing partner.
"Okay," said the marketer. "What's your message, who are your targets and what business are you seeking?"
"Well, the other law firms are taking out full-page ads. Shouldn't we be doing that too?"
Whether it's to raise name awareness, target a specific industry or announce new lawyers or practice areas, advertising can and does generate results. The key is to know what results you want to achieve.
From its not-so-humble roots in the Yellow Pages, where personal injury ads have dominated, (often to the profession's collective chagrin), we're now seeing weighty full-page ads in national newspapers, as well as radio spots, billboards and practice-specific items in trade and business journals.
But does it work? Several U.S. studies have indicated that ad campaigns must have four components in order to be successful: a consistent message, a clear target, an identifiable audience, and frequency, frequency, frequency. There's no point taking out ads unless your firm will buy the ad space on an ongoing basis. Think about it: do Nike, Subway or the Royal Bank advertise just once or twice a year?
I'll admit that I'm not a big fan of advertising merely for its own sake - done in isolation, advertising won't accomplish too much. But a firm can advertise effectively in a way to support its overall marketing strategy.
Buy ad space in client-targeted publications.
Advertise in business magazines and trade and industry publications that have a longer shelf life and a more targeted audience than the national dailies. Before you buy space, find out about the demographics and paid circulation of potential publications, and ask your ad reps to give you audited statistics to prove their numbers.
Seek consumer exposure for consumer practices.
There's a reason why there are so many Yellow Pages ads for lawyers: some practices are more consumer-oriented in nature. Personal injury, criminal, family, conveyancing and wills & estates are particularly YP-friendly. But don't forget community papers and ethnic publications as well, which are often read more widely and whose ad rates are significantly cheaper for more frequent coverage.
Understand your prospects' buying process.
How many people retain lawyers simply by looking at an advertisement? Unless your ad has a call to action - "Contact us to receive our new wills & estates planner," "Call us to find out about the new laws governing directors' liability" - recognize that advertising is simply a part of your awareness-building strategy.
Use professionals to develop your ads
I call it We-itis. "We're so great, we're so wonderful, we're so smart, we're soooo into ourselves." Is that good advertising, or is it a law firm in love with itself? That's where ad agencies come in. When you're developing your firm's ad campaign, buy proper agency advice and ask yourself, "What's important to our target audience, and how do we demonstrate our understanding of their wants and needs?" Or use testimonials and get your clients to do the bragging for you. If you do it right, the "we-ness" will be implicit in your message.
Work with media planners and buyers
For a modest amount, media buyers will provide you with the appropriate publications, radio stations, Websites, TV programs and other media outlets in which to place your ads. Too often, firms try to compile the lists themselves, often missing significant opportunities because their media lists are incomplete.
Beware of buying editorial coverage.
It happens everywhere. You run some ads, you get mentioned in the magazine or your lawyers are on the cover. Beware of it. Editorial and advertising should be completely separate and anything otherwise runs counter to journalistic codes of ethics. True, it may not matter to you if you get the ink, but it's bad journalism, and some people will eventually make the connection. Why engage in that practice?
Advertising is a necessary component of the marketing mix. Done well, it can achieve your awareness-raising goals and generate new business.
Elizabeth Cordeau is president and principal of Lexcore Communications Inc., a Calgary-based management consulting firm: 403.277.5543 or ecordeau@lexcore.ca.