Television Marketing Helped Law Firm Revenue Grow Tenfold
With the help of television advertising, there's a specific lawyer in Denver who has become a household name
. And, it is likely that this law office will also enjoy widespread notoriety in New York, if these TV ads are as successful here, as they are in Denver, and the other 90 cities throughout the US, where the ads are shown.
Many personal injury law firms advertise; this office is the latest to join in. Just like many other law firms that are advertising in a variety of media markets, the cost to this firm to have its name legally placed on various generic ads, or those 30 second supposedly real life scenes showing a couple blue collar workers talking about how they can find a lawyer who'll represent people like them, is quite high.
The Supreme Court allowed lawyers to begin advertising on TV in 1977. While this particular person isn't the first one to use television advertising, he is definitely the only personal injury lawyer so far to use generic ads on a nationwide basis. The effect that advertisements have on a lawyers' business after they join this affiliate program are nothing short of revolutionary.
When he began advertising a few years back he was a two person office that struggled to handle some 80 cases each year, but now his ads on television have changed his office to a lot of legal assistants, plus additional lawyers who are handling more than 100 cases a month. His offices are now contained in a three-story building which also houses the firm's television producer, the media buyer, a mock courtroom and a pool table.
The lawyer who is behind the initial generic ad campaign actually quit practicing law to spend his focus on marketing and developing his ads. He notes that he is very successful financially and fully understands the power of television advertising.
Actually, when it all hit it knocked his socks off! He relates that all he does now is run one of his successful commercials, and all his 10 incoming lines start to ring. There's no need to watch television to know when the ad runs because the phone calls are an immediate indicator.
Personal injury law firms are the ones who most commonly use advertising to get new clients, this practive is still considered demeaning by large corporate firms. This Denver attorney was once a peon seeking clients wherever he could drum them up. The nature of personal injury cases makes it very unlikely tht the firm will receive repeat customers - most people come to this type of lawyer because of some type of accident.
There is no disputing that the TV ads generate a response. However, the neat thing is the ads draw all types of responses, even calls for things other than personal injuries. Many people are calling just because they are not sure where else to find a lawyer. Only about one in every ten calls actually gives you a case worth taking up.
Lawyers who participate in this type of advertising say their number one problem comes from the amount of calls that are completely unrelated. One attorney in Washington stopped running his ads on television because he simply could not take on all the extra calls, especially the ones that generated no new clients.
That on top of the ad costs was too much to handle. Your caseload might increase, but so will your overhead costs. You will need poeple who can receive the number of increased calls.
One lawyer in the program indicated his first year of income was roughly double the cost associated with the program. His law firm is continuing to amass a catalog of bigger cases, and his income to cost ratio continues to rise. Some people are even looking to enhance their advertisements by using famous people in them. They even hired John Madden, a football celebrity to film six ads for them at the price tag of $50,000.
by: John Chambers
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