Attorney Advertising - Personal Injury TV ads

Group advertising programs work for some firms, some of the time. In our experience, the key to success is using a group or network with strong brand name recognition. A good example of this is the Jacoby & Meyers Legal Network. This program works because of the Jacoby & Meyers brand name, which dates back more than thirty years.

Without the brand name, however, group advertising campaigns can be an ineffective use of your limited legal advertising budget. No matter what your budget, you need to ensure that you generate the maximum return on your investment.

What You May or May Not Get From Group Advertising

With a group advertising campaign you pool your budget with a number of other law firms. One reason to participate may be your desire to maintain your anonymity. Another common reason applies to law firms in large markets that may be unable to afford the expense of an effective advertising campaign on their own. The group or network approach may enable you to reach a larger audience than you could afford to reach on your own.

There are a few potential downsides: You need to ensure that the agency managing the campaign actually invests the bulk of the group’s advertising dollars into the media. Avoid group advertising programs that lack name recognition and do not guaranty that a specific portion of your investment goes into the media buy.

Another risk with a group advertising campaign is turnover within the group. Many group campaigns lose participants because some members of the group generate more leads – or are more effective at converting their leads – than others. When this happens, the group advertising budget may decline causing the lead volume to decline for everyone. Again, it pays to go with an established group with a strong brand and name recognition to minimize this risk.

What You Know You Will Not Get

One thing you know up-front that you will not get from group marketing is any kind of personal name recognition or branding. Just remember that branding does bring long-term value. When your potential clients know who you are, they can seek you out in their time of need and at their convenience. In the long run, the brand recognition will add value and increase your referrals

With over 28 years of experience in attorney marketing, Network Affiliates knows how to create a marketing strategy that will be effective for your firm within your budget, giving you the best value for every dollar you spend. Please, contact us today to learn more about your options.