Attorney Advertising - Personal Injury TV ads

This blog entry is written by Cindy Speaker of Speaker Media and Marketing in West Chester, PA

1. Evaluate the return on investment that you are realizing for your yellow page advertising program. Based on 10 years of research regarding the cost per call, cost per case and conversion ratios, most attorney yellow page advertising has a very costly ROI. It is important for you to look at these numbers in your respective firm.
2. Compare your results to national averages. In 2004 the average cost per call nationally for attorney yellow page advertising was $196.80. The average cost per case was $1849.36 and the average conversion ratio was 19.2%. In 2006 those costs have escalated even higher. My research for 2006 shows a cost per call for yellow pages at $215 and a cost per case of $2189. The conversion ratio is now averaging only 11%. What does this tell us? It tells us that yellow page advertising is becoming less effective each year.
3. No double truck ads! No double truck ads! No double truck ads! I have yet to see an attorney yellow page program with a cost per case under $2000 if double truck ads are part of the mix.
4. Conduct a competitive analysis. What are your strongest competitors doing? Are they doing large ads, small ads? Are they in the yellow pages at all? What do their ads look like? Evaluate competing ads and make a list of what appeals to you and what you dislike in other ads.
5. Be different! If you are determined to have a continued presence in the yellow pages, gather enough information during your competitive analysis to do something different.
6. Just say no! And insist on a “witness” when the yellow page rep comes to revisit your account. Make sure your “witness” is NOT a soft sell, thereby helping to doom you to yet, another year of overspending on this medium. And don’t be overly swayed by www.yellowpages.com. This relatively new venue has similar limitations to the print directories. If you are able to get primary placement on page 1 – you’re visible, but if you’re on page 6, do you really think that anybody is going to click through 6 pages to get to you? I seriously doubt it.
7. Don’t let the yellow page company design and create your ad for you. Why do you think they all look so much alike in your existing directory!
8. Limit any yellow page advertising to ¼ page, dollar bill or in column ads unless you have a small market where a full page is very inexpensive. If you MUST have an expensive ad, back covers tend to outperform full pages and double trucks in terms of ROI.
9. Make your decisions based on empirical research and independent of any fear of loss of a good position in the directory.
10. Reduce your overall yellow page budget by at least 5% every year
11. Track and measure all calls, cases and costs in reference to any existing yellow page program.
12. Research, reallocate, test and measure relationship driven and technology driven alternative strategies with better ROI.

For more information contact cindy@cindyspeaker.com

A 12 Step Program to Help Attorneys Make Cost Effective Decisions Regarding Yellow Page Advertising

By Cindy Speaker



Evaluate the return on investment that you are realizing for your yellow page advertising program. Based on 10 years of research regarding the cost per call, cost per case and conversion ratios, most attorney yellow page advertising has a very costly ROI. It is important for you to look at these numbers in your respective firm.
Compare your results to national averages. In 2004 the average cost per call nationally for attorney yellow page advertising was $196.80. The average cost per case was $1849.36 and the average conversion ratio was 19.2%. In 2006 those costs have escalated even higher. My research for 2006 shows a cost per call for yellow pages at $215 and a cost per case of $2189. The conversion ratio is now averaging only 11%. What does this tell us? It tells us that yellow page advertising is becoming less effective each year.
No double truck ads! No double truck ads! No double truck ads! I have yet to see an attorney yellow page program with a cost per case under $2000 if double truck ads are part of the mix.
Conduct a competitive analysis. What are your strongest competitors doing? Are they doing large ads, small ads? Are they in the yellow pages at all? What do their ads look like? Evaluate competing ads and make a list of what appeals to you and what you dislike in other ads.
Be different! If you are determined to have a continued presence in the yellow pages, gather enough information during your competitive analysis to do something different.
Just say no! And insist on a “witness” when the yellow page rep comes to revisit your account. Make sure your “witness” is NOT a soft sell, thereby helping to doom you to yet, another year of overspending on this medium. And don’t be overly swayed by www.yellowpages.com. This relatively new venue has similar limitations to the print directories. If you are able to get primary placement on page 1 – you’re visible, but if you’re on page 6, do you really think that anybody is going to click through 6 pages to get to you? I seriously doubt it.
Don’t let the yellow page company design and create your ad for you. Why do you think they all look so much alike in your existing directory!
Limit any yellow page advertising to ¼ page, dollar bill or in column ads unless you have a small market where a full page is very inexpensive. If you MUST have an expensive ad, back covers tend to outperform full pages and double trucks in terms of ROI.
Make your decisions based on empirical research and independent of any fear of loss of a good position in the directory.
Reduce your overall yellow page budget by at least 5% every year
Track and measure all calls, cases and costs in reference to any existing yellow page program.
Research, reallocate, test and measure relationship driven and technology driven alternative strategies with better ROI.








For more information contact cindy@cindyspeaker.com



Speaker Media and Marketing

1418 Old West Chester Pike

West Chester, PA 19382

610-692-3217

www.cindyspeaker.com

A 12 Step Program to Help Attorneys Make Cost Effective Decisions Regarding Yellow Page Advertising

By Cindy Speaker



Evaluate the return on investment that you are realizing for your yellow page advertising program. Based on 10 years of research regarding the cost per call, cost per case and conversion ratios, most attorney yellow page advertising has a very costly ROI. It is important for you to look at these numbers in your respective firm.
Compare your results to national averages. In 2004 the average cost per call nationally for attorney yellow page advertising was $196.80. The average cost per case was $1849.36 and the average conversion ratio was 19.2%. In 2006 those costs have escalated even higher. My research for 2006 shows a cost per call for yellow pages at $215 and a cost per case of $2189. The conversion ratio is now averaging only 11%. What does this tell us? It tells us that yellow page advertising is becoming less effective each year.
No double truck ads! No double truck ads! No double truck ads! I have yet to see an attorney yellow page program with a cost per case under $2000 if double truck ads are part of the mix.
Conduct a competitive analysis. What are your strongest competitors doing? Are they doing large ads, small ads? Are they in the yellow pages at all? What do their ads look like? Evaluate competing ads and make a list of what appeals to you and what you dislike in other ads.
Be different! If you are determined to have a continued presence in the yellow pages, gather enough information during your competitive analysis to do something different.
Just say no! And insist on a “witness” when the yellow page rep comes to revisit your account. Make sure your “witness” is NOT a soft sell, thereby helping to doom you to yet, another year of overspending on this medium. And don’t be overly swayed by www.yellowpages.com. This relatively new venue has similar limitations to the print directories. If you are able to get primary placement on page 1 – you’re visible, but if you’re on page 6, do you really think that anybody is going to click through 6 pages to get to you? I seriously doubt it.
Don’t let the yellow page company design and create your ad for you. Why do you think they all look so much alike in your existing directory!
Limit any yellow page advertising to ¼ page, dollar bill or in column ads unless you have a small market where a full page is very inexpensive. If you MUST have an expensive ad, back covers tend to outperform full pages and double trucks in terms of ROI.
Make your decisions based on empirical research and independent of any fear of loss of a good position in the directory.
Reduce your overall yellow page budget by at least 5% every year
Track and measure all calls, cases and costs in reference to any existing yellow page program.
Research, reallocate, test and measure relationship driven and technology driven alternative strategies with better ROI.









For more information contact cindy@cindyspeaker.com



Speaker Media and Marketing

1418 Old West Chester Pike

West Chester, PA 19382

610-692-3217

www.cindyspeaker.com

If you're satisfied with your agency's current approach to advertising, please don't read this letter.

OK, so maybe you're ready for a second opinion on how you could improve your marketing efforts-and increase the number and quality of your firm's cases along with its revenue.

Network Affiliates can show you how. After all, we pioneered the concept of advertising for lawyers more than 25 years ago. With a couple of decades of experience in crafting messages that reach the right audiences at the right time, our multifaceted team of experts may be able to show you a creative path you never knew existed.

As the largest and most successful advertising agency in the legal industry, we have mastered the art of balance: advertising that's both customized and cost-efficient. We are full-service agency staffed to offer everything from comprehensive marketing campaigns to a la carte services including:

Targeted custom TV production
Comprehensive media planning & placement
Client Relationship Marketing (database marketing)
Account management
Syndicated commercial library access
Mass tort campaigns
Latino-specific marketing
Internet strategy & website development
Advertising performance measurements
State-of-the-art, in-house production

Interested in talking about some exciting marketing options for your firm-no strings attached? Please give me a call at 1-800-525-3332 and I'll be happy to provide a complimentary evaluation of your current marketing approach. It's just the way we do things around here.

Sincerely,


Harlan Schillinger
Vice President/Director of Legal Marketing

Everyone is a potential client for a law firm. Who are you advertising to?

Some of the best cases come from the strangest places. Peeking outside the legal advertising box may introduce your firm to a whole new realm of prospective clients.

As the pioneer of advertising for lawyers, Network Affiliates can show you how to do just that - look beyond the obvious. In a constantly changing environment, we're responsible for knowing what's new - and what's not. We believe good marketing taps industry trends and stays pace with technology.

At Network Affiliates, embracing change is balanced with relying on 25 years of experience, knowledge and resources in the legal marketing niche. Maybe that's why some 85 firms in 90 markets count on us to develop advertising strategies that solicit responses - especially the surprising ones.

As a full-service advertising agency, our offerings include comprehensive marketing programs as well as a la carte services in the following areas:

* Targeted custom TV production
* Comprehensive media planning & placement
* Client Relationship Marketing (database marketing)
* Account management
* Syndicated personal injury commercial library
* Mass tort campaigns
* Latino-specific marketing
* Internet strategy & website development
* Advertising performance measurements
* State-of-the-art, in-house production

Ready to see who your next client could be? Call me at 1-800-525-3332 and I will provide a complimentary, confidential evaluation of your current marketing approach and introduce you to how we do things at Network Affiliates.



Sincerely,

Harlan Schillinger
Vice President/Director of Legal Marketing

People seek second opinions every day. Ever thought about getting one for your
advertising budget?

Maybe you've been targeting the same audience for too long - and it's just not working anymore. Perhaps your agency isn't allocating the right advertising funds to the right places. More likely, your case load or quality has dropped but you can't pinpoint why that is, exactly.

A fresh perspective could change all that.

As the conceptual pioneer of advertising for lawyers, Network Affiliates brings 25 years of experience to making marketing work in the legal field. Today we produce ads for 85 firms in 90 unique markets, offering our loyal clients response-driven campaigns that are both customized and cost-efficient.With an expert team that understands the underbellies of law firms and full-service, in-house resources, Network Affiliates has built a reputation for developing highly targeted strategies that bring new cases in the door and backing up our methodology with unparalleled accountability. Our services include:

Targeted custom TV production
Comprehensive media planning & placement
Client Relationship Marketing (database marketing)
Account management
Syndicated commercial library access
Mass tort campaigns
Latino-specific marketing
Internet strategy & website development
Advertising performance measurements
State-of-the-art, in-house production


Ready for that second opinion? I can provide a complimentary evaluation of your current marketing approach and talk through a new plan for the future of your firm. Please give me a call at 1-800-525-3332 and I'd be happy to talk further.



Sincerely,


Harlan Schillinger
Vice President/Director of Legal Marketing