Network Affiliates

Internet and Television Marketing Work Together

2009-07-15T10:22:00.000-07:00

If you are still trying to decide whether to aggressively market on the Internet or focus on television ads, you should know that this is not an either/or question. You should be making good use of both, and the two will compliment and complete each other.

Your television ads are indispensible. They get you out there in front of your potential clients. TV ads keep your name and the reasons potential clients need you fresh on their minds, whether they are actively looking for help or not. They can generate a call from someone who does not know how or is not inclined to get online and research their problem.

Your web presence rounds this out and gives you credibility. Consider your website like an online office. It is where people go to see you and learn more about you after they see your television ad, or after doing a web-based search for an attorney or their particular problem. Even those who rarely search the Internet expect you to have a modern and informative website. Today, if a business does not have a website it immediately raises a red flag.

Those who do use the Internet will be prompted by your television ad to look you up online. From there they can learn more about you. How do you really present yourself? Does your website demonstrate knowledge and experience with the issues they care about? Many potential clients who see your ad outside of business hours may not pick up the phone and call assuming that a call would just go to an answering machine or voice mail, but they will be willing to send an email to you right now.

Please contact Network Affiliates today to learn more about making television and the Internet work together for your firm.

Remind Potential Clients that Medical Bills Are a Leading Cause of Bankruptcy

2009-06-22T05:49:00.003-07:00

A recent Harvard study found that 62% of bankruptcies in 2007 were health care related. More than 75% of those who filed for bankruptcy due to health related financial problems had medical insurance when the problems began.

How does that happen and why am I bringing it up?

Health insurance just doesn't cut it. It does not pay all of the medical bills and it does not help at all with lost income.

When a person is injured, they may believe that health insurance will bear the brunt of the expense. That kind of thinking may delay panic, but it is flawed and it only puts off the real financial problems that follow.

First of all, insurance rarely covers everything. There are deductibles and co-pays that the patient will have to deal without-of-pocket. And, if you have ever dealt with insurance, you know that there are many things that just aren't covered.

Then there is the lost income during recovery and the reality of losing insurance coverage if the injury costs them their job.

Your potential clients need to be reminded that they cannot just sit back and rely on health insurance to cover their losses. In the beginning, it may look like something they can handle, but it can quickly spiral out of control, as it has for so many before them.

Norton Frickey: Special Thoughts From Special Friends....

2009-06-16T08:59:00.000-07:00

I was fortunate to have known NF and benefited greatly from his wisdom and guidance, not just in how to manage my practice but in how to approach the fullness of life. He was an icon in the legal field and an inspiration who will be greatly missed. My deepest condolences go to his children and grandchildren.
David Klein

Mr. Frickey's passing is sad news, indeed. He was a man who's word was his bond and it was my great privilege to have known him since 1982. I flew into Denver then to see him and was met at the airport by his son, young Norty, who, along with sister Janet, would later so ably receive the mantle of leadership from their father. There is a lot that can be said about Mr. Fricke. One remarkable thing is how he endured all the tough times. I know he suffered through times of deep disappointment that would have driven many men to cynicism. But, not him. He saw the better nature in people and acquired a wisdom that inspired those who knew him. He helped me through some tough times of my own. He didn't ask anything in return. He helped because that was his nature. I don't know how you replace the irreplaceable. He will be greatly missed.
Pat Carr

To the Frickey family, Network Affiliate Members and Network Affiliate Staff:
None of us would know each other were it not for Norton Frickey who I first met on July 28, 1995 in Vail.
We are all in his debt for our prosperity. He was a kind, generous, thoughtful man who showed the same demeanor and attention to the bus boy cleaning our table as he did to the biggest member of our group.
I last saw him in Las Vegas several years ago, and he told me that would be his last convention as flying had become too uncomfortable for him. I told him then what a pleasure it had been to have known him and how he had enriched our lives in so many ways. His legacy is the very fine Staff he had put together at Network Affiliates, the Members over the years and the thousands of clients he has introduced to each of us.
We are all better for having known Norton and have benefited from his vision and leadership. Joan and I send our most sincere condolences to our extended Network Affiliates family.
Herbert Thornbury

Dear Harlan:
I am very sorry to hear this. I always thought Norty would live forever. He was a good and honest man. We will not see another like him pass this way again soon. We will miss him and we share with his family in his loss.
George Fleming

Tammy and Harlan: In a unique way NF lives on in perpetuity every time a commercial runs much like the MGM “Lion” and the 20th Century spotlight or the Screen Gems torch-bearing Goddess, whoever she is. He was a true gentleman, good friend and of course a golden source of wealth and riches for all of us. He will be missed.
Lawrence"Larry" Levin

I am also deeply sadden by Norton’s death. I met him about 25 years ago, and started my marketing career because of his influence. He had vision and determination in an era when lawyers who advertised were treated poorly by many establishment lawyers. The profession owes him a great deal.
Norton was a mench in every sense of the word. He will be deeply missed, and he will be hard to replace. My best to his family.
Herb Friedman

Although I never had the pleasure of meeting NF, I feel fortunate to have received the benefit of his creative vision for more than 15 years. I have also enjoyed the camaraderie and family closeness many of you speak of while fishing for trout in my backyard with Norty, Jr. and while working with numerous members of NetAff's dedicated staff throughout all of these years. I have no doubt that the warmth and closeness shared by the entire NetAff crew with all of its clients was also a large part of NF's vision.
My sincerest sympathy to Norty, Jr. and family. Our thoughts and prayers are with you at this most difficult time.
With best regards,
Dennis Ellis

I am saddened by the news of the passing of NF. I certainly enjoyed knowing him all these years. Please let Norty and Janet know that my prayers are with them in this time of sorrow. As you know he was more than just a business contact—a real friend. I will miss him.
Gordon Crawford

Tammy,
Please pass on the heart felt condolences of Dave,Lou and me and everyone else at Gold Khourey and Turak to the family.We have been associated with Network Affiliates since 1986.I always thought the success NF enjoyed was attributable to his belief that his success was a function of our success and our success was his foremost concern.I think that is his most important legacy and a value that to this day still sustains Network Affiliates.We all owe him a considerable debt.
Please let me know the arrangements.Thanks.
Jon Turak

Tammy,

I am so very sorry to hear that Mr. Frickey passed away. It is a rare to know a man who accomplished so much in one lifetime. I would like to extend my family’s deepest condolences to the entire Frickey family and the extended Network family. If there is anything we can do, please do not hesitate to call upon us. Thanks Tammy.
Keith V. Trantolo
Attorney

As one of the original two Network Affiliate clients I can only add, well said. I remember my first call to Network Affiliates when NF picked up the phone himself. From the beginning I knew that I was doing business with a man of great integrity, ingenuity & courage. We both wondered if TV in such a small market #132 in the US would be viable. I was present when he announced stepping down and handing the reins over to Norty. He was in fact a great man who left a wonderful legacy. I remember the early days when he demanded that all ads be of the highest quality both in content & production. Every time I saw him he asked me if I was related to "Virgil Trucks" (a major leaguer of four decades ago). I guess he finally believed me when I sent him a signed baseball card. Norton & the team he leaves at Network Affiliates has had a tremendous impact on me and my family. Picking up the phone in Clare, Michigan after seeing his add in Trial Magazine was one of the best decisions I ever made.
Jay Trucks

Dear Tammy,
Thank you for conveying this very sad news. NF was a legend - a forward-thinker ahead of his time - and he played a pivotal role in changing how lawyers in America do business, and in opening the doors of justice to the "little people" who had no one to speak for them, little education, and no access to assistance. Any of us would be proud to have that said of us.
We will all miss a truly wonderful gentleman!
John Saxon

This is certainly shocking news, Tammy. I was just about to write a note to Norton (I always called him “Norton” for some reason, not NF) to apologize for not getting out to Golden to see him on my trip to Denver last week. There is so much that I have to be grateful to him for and so many good times that Betsy and I have to remember with him and with his family. This is a great loss, coming all too soon. Please let me know when the memorial service will take place as I will want to be there if possible. The only thing that might keep me from coming out there is that my father is also dying and is not expected to live more than a few more days.
Don Lowery

Please convey our condolences to the Frickey family. I am aware of his legendary status and had the pleasure of seeing and listening to him speak at one of the conventions I attended several years ago after becoming affiliated with Network Affiliates.
Abe Kalfus

On behalf of the partners and employees of Arrington Schelin & Herrell, I wish to convey our deepest sympathy to Norty, Janet, their families, and, the extended family at Network Affiliates, upon the death of Mr. Frickey. As Tammy said, in a most eloquent way, he distinguished himself among his colleagues with his pleasant and innovative style. All can be justly proud of his contributions and accomplishments to the advertising and legal communities. He is remembered with respect and admiration and he will be missed.
We extend our condolences to his family. We hope that time and memories will help lessen the burden of their sorrow, and that they may draw comfort from knowing that others care and share in their loss. Please let us know the arrangements and how we can help.
Brenda Kieser

Our sincerest sympathies to his family and everyone at Network Affiliates.
Mel Wright

Our thoughts are with the Frickey Family and everyone at Network Affiliates.
David R. Montlick

Branding: Do You Really Get It?

2009-06-16T08:49:00.000-07:00

It is easy to overcomplicate the concept of branding. Like it or not, everyone has it. The key is guiding and cultivating it. Making your brand what you want it to be, making it stand out, sending the message that you want people to recognize and identify with you and your firm.

We tend to think of branding in corporate terms – company image, the marketing message, and all of that. We think of McDonald’s, Wal-Mart, or GM. Recognizable slogans, the look and feel of something big, often something we have lived with all of our lives. Branding and institutions seem to go hand in hand.

Translating branding down to the individual or a small company (a group of individuals) can feel counterintuitive; the opposite of personal. This is where we lose the connection; where the term replaces the meaning.

Your brand is really just your "voice". It is your image and your style. It is how people identify you, what sets you apart from the crowd. It happens naturally, whether you are aware of it or not.

Your firm's brand must be authentic, but that does not mean you cannot control and shape it. It is the natural outgrowth of you and everyone in your firm and everything that public sees and experiences when they come in contact with you and your firm in any way. This includes your marketing and much more.

Network Affiliates has over 25 years of experience working with attorneys, identifying their authentic brand, cultivating that natural spark and making it recognizable and meaningful to their potential clients.

Norton Frickey: A Great Man....

2009-06-15T13:13:00.000-07:00

It is with great sadness that I send this email to you all today. Yesterday morning, Mr. Frickey ("NF" as we affectionately referred to him) passed away at his home in Colorado. He was 84 years old. As you can expect, Norty and his brother Doug and sisters Janet, Charmaine and Kim and their families are in the process of working through a great deal. We will let you know of the memorial service particulars once they are finalized.

I know I speak for all of us, who have learned, and grown and prospered in ways too numerous to mention, due to an idea that a unique man had more than 30 years ago. NF was not only the pioneer in the field of legal advertising, he was a pioneer of great ideas, of great challenges, of great debates, of great risks, and of great gains! It's difficult to imagine where we would all be today without NF. He prided himself on molding and building these businesses at 940 Wadsworth with his family. And, he considered us all part of his family. He shared a tremendous fondness and respect for all of you, who were always more than "clients" to NF. You too, were an integral part of his family.

There are few people who impact the number of lives that NF has impacted so positively. From the "little guy" who he so pridefully represented in court, to his fellow brethren in the legal field whose business landscape he single handedly changed with but one television commercial back in the late 70's, to the associates he demanded so much from in every aspect of business, to each and everyone of us who he truly valued.

He was loved, admired, and respected. Mr. Frickey was a good man with a good heart to show for it! To say "he will be missed" is simply an understatement.

Tammy Kehe

Thinking of the Future

2009-06-09T05:58:00.000-07:00

Your potential clients need help now. They are dealing with the immediate financial fallout from their injuries and the economy. They are in grave danger of trading their futures and their children's futures in for a quick fix.

We all know that insurance companies give injured parties the short end of the stick in exchange for expediency and under the threat of getting nothing at all. Personal injury victims may not know that or may be so desperate for help right now that they are willing to take less than pennies on the dollar just to get something and get it fast.

Your mission - as an advertising lawyer - is to remind them that the insurance companies will try to cheat them and that their future is on the line. By sticking with it, hiring your personal injury law firm, and taking the insurance companies to task, they could be preserving their retirement, their children's college opportunities, and just the basic quality of life that they are accustomed to or expect to achieve in the future.

This message reaches two types:

Those who had some savings, but have spent it or expect to spend it because of their injuries and are looking for a way to replenish

Those who did not have any reserves in the first place and need money now, but need far more than the insurance company will shell out

The first group will easily see the value in pursuing compensation.

The second group is more desperate. They need reassurance and advice on how they can get by until their case is resolved if they refuse the insurance company's immediate offer.

They also need to be reminded that if they accept that pittance, it will not go far and they will quickly be back in the situation they are in today, but without the option of pursuing compensation that will benefit them long term.

Our legal advertising production team has produced hundreds of effective television ads for personal injury attorneys. Let us help you remind your potential clients to think of the future.

Mass Torts Update from our friends at Levin, Papantonio:

2009-06-03T10:29:00.000-07:00

June 2009
Levin Papantonio Client Obtains Jury Award in Tobacco Case
Three Levin Papantonio attorneys recently received a $30 million verdict in one of many Florida tobacco lawsuits. A Florida jury ordered R.J. Reynolds Tobacco Co. to hand over $5 million in compensatory damages and $25 million in punitive damages to a Florida widow whose husband died of lung cancer in 1995. The Martin case is one of the first to be tried after the 2006 ruling of the Florida Supreme Court in Engle v. Liggett Group, Inc. that de-certified a class action against the tobacco companies.
Mr. Martin started smoking in the mid-1940s before there were warnings on cigarettes. "We walked into the courtroom saying that Mr. Martin shared some of the blame for his inability to stop smoking," Levin Papantonio attorney Bobby Loehr said after the trial concluded. "R.J. Reynolds claimed that they were blameless." In deciding the case, the jury ruled that the deceased smoker Benny Martin was 34% responsible for the lung cancer damages and that the tobacco company was 66% at fault. They further found that the company’s conspiracy to conceal information about cigarettes was a legal cause of the death of Benny Martin. Despite the fault placed on Mr. Martin, under Florida law, there is no reduction of the award when fault is based upon intentional conduct, such as a conspiracy.
R.J. Reynolds and other tobacco companies conspired to make their products more addictive to customers and withheld information from the public about the dangers of smoking. “The jury here saw three weeks of evidence of exactly what the tobacco company tried to conceal,” Matt Schultz said. “This punitive award will hopefully deter these kinds of corporate activities in the future.” For more articles on the trial go to http://www.pnj.com/apps/pbcs.dll/article?AID=2009906020310 or contact Matt Schultz MSchultz@levinlaw.com, Bobby Loehr BLoehr@levinlaw.com or Rachael Gilmer RGilmer@levinlaw.com.
Fosamax MDL
In Fosamax osteonecrosis of the jaw project, the MDL judge has set a Daubert hearing for July 9 and 10, at the United States District Court for the Southern District of New York. The Court will hear arguments pertaining to Merck's challenge to the PSC's general causation experts as well as pertaining to the PSC's challenge to the scope and duration of Fosamax's clinical efficacy. The first trial in Fosamax is set in the MDL, beginning August 11. Levin Papantonio shareholder Tim O'Brien is lead counsel for the PSC and is also lead trial counsel for the August 11 trial. You can contact Tim O'Brien at TObrien@levinlaw.com with any questions you may have regarding the Fosamax MDL Litigation.
Chinese Drywall
On Wednesday May 27, 2009, the Judicial Panel on Multidistrict Litigation heard oral arguments on MDL 2047: In re: Chinese Manufactured Drywall Products Liability Litigation. The JMPL, convened in Louisville, Kentucky, heard arguments on the transfer of the litigation to the Southern District of Florida, the Middle District of Florida and the Eastern District of Louisiana.
Defective Chinese drywall, used in new home construction during the U.S. construction boom from approximately 2004 to 2006, is causing widespread problems for homeowners whose homes were built or remodeled with the defective material. It is suspected that Chinese drywall was used in 41 states, although the majority of the problems are surfacing in the Southeastern United States.
Levin, Papantonio is currently pursuing cases on behalf of homeowners whose homes have been damaged by defective Chinese Drywall. For more information please contact Amanda Slevinski at ASlevinski@levinlaw.com.
Avandia
Avandia is the second in a relatively new class of oral anti-diabetes drugs referred to as "glitazones." The first, Rezulin, was recalled in 2000 after causing numerous liver failure deaths, while the third, Actos, seems to be more innocuous than its two predecessors. More and more physicians are switching their patients from Avandia to Actos or other, safer diabetes medications. However, Avandia, or "Rosiglitazone," has been on the market since 1999, and some physicians continue to prescribe it even today in spite of numerous studies and meta-analyses from highly-respected institutions demonstrating unmistakably that it causes a substantially increased risk--in diabetics--of congestive heart failure and myocardial infarction. Though numerous authorities have called for it to be removed from the market, Glaxo Smithkline has refused to do so, even after its sales have plummeted and the American Diabetes Association says it should not be used. GSK continues to claim publicly that Avandia is safe, but internal emails produced in discovery show that company officials concealed data from studies showing they were concerned that Avandia was dangerous even as they were pushing for FDA approval. Without question, GSK is concerned about the effect of a recall on litigation and the filing of new claims, so they publicly stand by Avandia, even though most scientists favor use of other medications for diabetes.
There are several thousand cases filed in state and federal court in Philadelphia and elsewhere, and more cases are being filed every day. Time is of the essence on these claims, however, as the defendants have taken the position in open court that the statute of limitations began to run at least by May 2007, when the New England Journal published Dr. Stephen Nissen's meta-analysis of 42 studies concluded that diabetics taking Avandia stand a 43% higher chance of suffering heart attacks than diabetics not taking Avandia. While a black box warning added in November 2007 has persuaded some doctors not to use Avandia, because it has little demonstrated efficacy in long-term trials and yet clearly increases cardiovascular disease risks, we maintain that Avandia should be banned outright. Levin-Papantonio continues to investigate claims involving major cardiac injury, macular edema, and broken bones. Please contact Ben Gordon at BGordon@levinlaw.com with any questions regarding the Avandia Litigation.
Gadolinium
Staying true to form, the Gadolinium litigation continues to truck forward at an aggressive pace. Case-specific discovery in the Trial Pool cases for the MDL (Northern District of Ohio) is in full swing with depositions being set nearly every day. With the defendants continuing to fight Product Identification at every corner and expert reports due soon, everyone involved in the litigation has been putting forth impressive efforts to keep this litigation on track and moving forward. Contact Lea Morris at Lea.Morris@levinlaw.com with any questions in regards to Gadolinium.
Calaxo
Smith and Nephew introduced the "Calaxo" bioabsorbable screws for ACL knee repair surgery in early 2006, and distributed the screws to orthopedic surgeons roughly between March 2006 and August of 2007. The devices were recalled in the United Kingdom and in the United States in late August 2007, after numerous reports of adverse events involving soft tissue swelling, pain, and an "infection-like" process that can lead to multiple surgical revisions. Patients tend to get better initially, only to later have the knee start to swell and ache, causing extended periods of disability which may become permanent. While Smith and Nephew has not stated publicly the reason for the recall or the source of the problem, they claim to have established a panel of experts to study the problem. Although other companies make similar orthopedic knee screws, Smith and Nephew's addition of materials aimed at hastening the bioabsorbtion process may be to blame in the failure of these screws. Levin-Papantonio represents dozens of victims with Calaxo knee screws and are at the forefront of this litigation. Please contact Ben Gordon at BGordon@levinlaw.com with any questions regarding the Calaxo Litigation.
Medtronic Intrathecal Infusion Pump Recall
Levin Papantonio is investigating cases involving Medtronic's Intrathecal Infusion Pump. These implantable infusion pumps are used to infuse opioids, baclofen, or chemotherapy drugs into the intrathecal space in the spine. In 2008, certain models of this pump were recalled by the manufacturer because of reports of inflammatory mass (granuloma) formations at the tip of the intrathecal catheters. Development of a mass can lead to severe neurologic injuries. The risk of developing such a mass appears to increase over time, and with higher doses of certain opioids. For more information about these cases, please contact Pete Kaufman at (850) 435-7107 or pkaufman@levinlaw.com.

Mobile Web Site Marketing. It is Here, NOW! Get on it or your Compeditors will first!

2009-06-02T12:44:00.000-07:00

Educate yourself about Mobile Web Sites before your competitor's do.
WhatA mobile web site takes the essential information from your fi rm’s main web site and displays it on a mobile platform. Most cell phone devices can not display traditional web sites and require that a mobile version be developed. Mobile sites are necessarily light on graphics and style while concentrating on the critical information you want mobile users to know about your fi rm. As a result, they are easy to navigate and truly accessible anywhere, which can make you accessible anywhere. Your existing and potential clients who access the internet on their phones are people on the go and in the know. Having a mobile web site for your fi rm paints you an industry leader. Without a mobile site you are locking out 22.3 million web users daily. How many of those represent a case to you?
WhyAs technology fi nds its way to more and more potential clients, the demand for immediate access to information skyrockets and the need to provide that information becomes harder to ignore. In a one year span, January 2008 to January 2009, there was a 107% increase in mobile web users in the United States. A mobile web site that represents your fi rm is a differentiating factor between you and your competition. This investment will give you a strong competitive advantage and generate new leads resulting in more conversions. The longer you wait to utilize this new technology the further behind you fall.
HowFrom the framework of your existing web site we can build a mobile site in just one week for around $3,000. This is a one time set up cost with no hidden expenses or fees. Call Harlan Schillinger at 877-462-5184 today for more information on how to take advantage of this opportunity.
ScenarioA potential client gets in a major accident on the side of the interstate and is injured. While he is sitting in the ER waiting for the doctors to help him he pulls out his cell phone and searches for PI Lawyers in Delaware. When Google can only fi nd one site that is compatible with a mobile device it pulls up your site and the victim clicks on the “I Need Help” button. A representative calls him and sets up a meeting for the very next day with one of your lawyers. Conversion.
For a mobile legal web site example go to: http://mblx.netaff.com

Working on our website

2009-06-02T07:15:00.000-07:00

We are currently in the process of redesigning our website. It has been a long and time consuming process. It has involved multiple designs (until we settled on one that we liked) as well as a lot of video production - getting footage of our staff and our clients. We have shot new still photos of each member of our legal marketing team.

Now we are working on the content. Let me tell you, that is a time consuming process. While we are known for our syndicated TV ads for personal injury lawyers, our mix of marketing services for attorneys goes far beyond that. It is challenging to communicate all that we do. In addition to syndicated TV ads, we offer:

Custom TV advertising for lawyers - we offer a range of ads from simple mass tort ads that we can turn around and have on the air in a few days, to branding / image building campaigns for lawyers, to hard hitting direct response ads with attorney spokespeople.
Media Planning and Buying Strategies for law firms - every one of our media buys is carefully crafted based on the goals of that specific law firm client, the strength of each station and program, and the demographics of the market. Each campaign is aggressively negotiated to make sure we get you the most effective media buy for your law firm based on your goals.

And there is a lot more including:

Radio Advertising
Print Advertising
Outdoor Advertising
Database Marketing
Branding and Image Advertising
Brochures and Collateral Material for Law firms
Direct Marketing
Hispanic Marketing
Internet Marketing

I am hopeful that the new website will do a better job of communicating all that we do.

Blogging, another way to talk to your clients

2009-05-24T09:31:00.000-07:00

A blog is a good way to reach out to potential clients and let them know there is a real person behind the name. It shows that you take enough interest in your field to write about it on a regular basis, and that you have a desire to keep your readers up-to-date on the latest developments.

Blogging can be an easy way to capitalize on your marketing dollars, but it should not be approached haphazardly. There are some tricks to successful blogging.

Your posts should appear on a regular, consistent basis.

While your blog may be rather personal and informal, for many readers that is the draw of a blog, it still needs to be consistent with your brand. It doesn’t hurt to throw in something fun now and then, but overall you should keep your posts relevant.

When readers comment on your blog you need to respond and respond in a timely fashion. It is a direct reflection of the attention and respect you give to your clients. When a potential client posts a comment and it goes ignored, they will expect their phone calls to be treated the same way.

Many of your potential clients will not post a comment at all, but they will look at the comments and your responses, and they will form judgments. If they see that you are involved and responding on your blog, they will feel more confident about getting personal treatment when they hire you.

Your response should be relevant, not just the same automatic response to every comment, but you do not have to compose a lengthy response to every comment.

Following are a few effective law firm blogs:

These are just a few things you need to know about blogging. I would be happy to help you learn more about putting a blog to work for you, without turning it into a time sink. Please email me or call me with questions.

Should You Completely Abandon the Yellow Pages

2009-05-16T07:11:00.000-07:00

More and more people are abandoning phone books for the internet. Many people still keep the latest books, but rarely if ever use them - choosing to do Google searches instead. When you combine that with the number and size of law firm ads in the Yellow Pages - as well as the cost of Yellow Page advertising, it may seem like a waste of money to continue to buy full page or double truck yellow page ads.

Here are some considerations:

Some people still use the Yellow Pages, but that number is declining each year.
If you have a strong Internet presence - where you show up high on the Google, Yahoo MSN and Ask search results for searches like "_____ personal injury lawyer", "______ accident attorney", "malpractice attorney", etc., you should consider a significant reduction in your Yellow Page advertising budget.
Not every potential client has access to the Internet. For example, a victim's family may be staying in the hospital for the first few days following a catastrophic accident. The Yellow Pages may be where they turn to find a lawyer. For these people, it may make sense to maintain a presence in the Yellow Pages - to make it easier for people to look up your name or your firm's name. While most people who already know you by reputation or through your advertising campaign will get your phone number through the Internet, many will look you up in the Yellow Pages or the White Pages. A small presence in the phone books - possibly just a Bold listing or an In-Column Listing should be enough to serve this purpose.
At Network Affiliates, some of our clients still generate business through the Yellow Pages. In most of these cases, however, they are on the back cover or the spine. A few have found success by having a presence in smaller books outside of the main metro area. However, the vast majority of our clients are telling us that they want to find a way out of the Yellow Pages because they are not as effective as they have been.
Tracking is key. You have to use unique phone numbers. When people call using these numbers, dig a little. Did they just look you up because of your ongoing branding through your law firm's TV advertising campaign or did they actually find your ad in the Yellow Pages.
Several of our clients have significantly reduced their Yellow Page expenditures and seen almost no drop in intake volume.
Yellow Page reps make it really hard to reduce the size of your ad. Often, they will even charge you more for smaller ads. Some of my clients have reported that this is the straw that broke the camel's back and caused them to completely abandon anything more than bold listings in Yellow Pages.

If you choose to continue Yellow Page advertising, monitor the results carefully to make sure they are really working for you.

Contact Network Affiliates today to learn more about evaluating Yellow Page advertising for lawyers.

Do Your Clients Know How You Are Giving Back to the Community?

2009-05-09T20:38:00.000-07:00

Your clients need to know that you are the best at what you do and that you can win. They also need a reason to believe that you are fighting for them, not just your take.

How does giving back help them believe that? It shows that you care about something other than yourself. It can show that you care about helping people and about justice.

You should be proudly advertising your pro bono work, the donations you make, and any volunteering that you and your family participate in. Do you support any non-profits with free legal help? Let your clients know, and let them know why it is a cause that you personally believe in.

Have you adopted a dog from your local Humane Society for your kids? Work it into the conversation. It shows that you are a regular person with a heart. Do you remember what a hot news item the Obama's dog decision was and the huge public call for them to adopt a dog from a shelter? There is a reason for that. If you can capitalize on it you should.

Donations and volunteer work can also be a great form of "free" advertising. Donations can buy you a plaque, a listing and a link on a high profile website, and a mention in a newsletter or other publication. Volunteering can get you in the paper or on the news.

Your potential clients are looking for someone who can get the job done, but it is just human nature to want to work with someone who you believe is a good person and who you feel supports the issues that are important to you. Let them know that you are a real, caring, and well-rounded person who uses your success for good, not just for yourself.

For more ideas on how to let your clients and potential clients know how you give back, and how to make that work for you, contact Network Affiliates today.

The Importance of Keeping up with Existing Clients

2009-05-01T06:36:00.000-07:00

Your marketing plan must include staying in touch with your existing clients. You've already done the work of getting their attention, bringing them in, gaining their trust, and proving first hand that you can deliver. Most of the work is done, but you can't afford to neglect them now. If you can keep your brand on top of their minds, they can be some of your greatest marketing assets.

Repeat business
It may seem obvious to you that when a former client is injured or involved in an accident, he will just pick up the phone and call you. Some will, but some may need a reminder. Maybe they've lost your contact number. They may not realize you handle a specific type of claim or for some other reason think that you can't help them with their current needs. Or, they may simply put their need for an attorney on the back burner and neglect to call you.

Your marketing plan should include reminding your clients that you are there, and making sure that they are aware of all of the services you offer, not just what you have done for them in the past.

Referrals
No matter how much your clients love you, most of them have other things on their minds. Many may not even realize that you would welcome referrals. Not only do you need to stay in front of your clients and in their minds, you should be letting them know that you appreciate referrals. And when you see them in person, make it easy for them by giving them more than one business card.

Client relationship marketing is one of the most effective marketing strategies available to a lawyer. The keys are consistency and effectiveness of your marketing communications. You have to do it right. The experienced legal marketing team at Network Affiliates can help you with this process. Let us help you make the most of this valuable resource that is already at your fingertips.

Consistency, Recognition and Credibility

2009-04-24T06:05:00.000-07:00

While you are already aware of the importance of branding your law firm, you may be overlooking consistency. All of your marketing efforts need to support and convey the branding of your firm, and that extends to your law firm's database marketing and Internet marketing including your blogs and social networking. It must be backed up by the experience your clients have when they make human contact with you and your firm.

The last thing you want potential clients to think when they contact you is "Did I get the right firm? This is nothing like what I expected." That implants seeds of doubt about your honesty and even your competence. It feels like you are not as involved as you should be. The evaluation process starts over and on a less positive note.

What you do want is the comfort and credibility that comes with consistency. When clients get what they expect (or an even better version of what they were expecting) things flow. They feel good and like they have already begun to engage in the process with you even before you meet. The relationship is already established in their minds. They are more likely to continue this forward motion with you, rather than shopping around.

Blogs and social networking sites, such as Twitter and Facebook, have become popular and powerful marketing tools. Both are more personal and less formal ways of communicating with your potential clients and that can really draw people in and help them feel connected to you. That is where their power lies and something you should take advantage of if you use these tools, but you need to maintain the image and feel of your firm as you do this.

One way to maintain this consistency is to develop the right branding in the first place. One of the benefits of working with Network Affiliates is that our agency has extensive experience in legal advertising and marketing as well as the breadth of resources to help you develop the marketing strategy and materials that establish your brand in a way that is authentic and in keeping with your real life presentation.

Contact the legal advertising specialists at Network Affiliates today to bring consistency, recognition and credibility to your marketing plan.

Tuning in to the Pulse of the Nation

2009-04-17T07:05:00.000-07:00

Right now people are worried about money and it is not just their jobs and their bills that have them concerned. As the Tea Parties across the country illustrated on April 15th, they are angry about having money taken out of their pockets and given to big business. Why is that important to you? Because it can change attitudes about taking these businesses to court.

This is when people become less concerned about "frivolous lawsuits" and start thinking about taking these companies to task and holding them accountable. It is a time when some will begin to realize that tort reform is just a scam to protect big business. Potential clients who were too proud to sue or felt like lawsuits were "the wrong thing to do," are angry about bailouts; angry about watching themselves and other individuals suffer while big business gets handouts.

People have been tired of being cheated, ripped off, and taken advantage of for a long time, but not until recently have so many expressed a willingness to take action.

You can show them the way; a course of action that kills two birds with one stone. They can hold these dishonest corporations responsible for their actions and in the process take care of their own financial problems.

Contact Network Affiliates today and let us help you get the message to your potential clients that you can help them win back the money that was taken from them.

Does the Public Really Understand Contingency Fees?

2009-04-03T06:10:00.000-07:00

What is the number one thing that stops people from pursuing a lawsuit before they even think about the facts? Money! Only the wealthy win lawsuits. It takes money to hire an attorney. It doesn't matter how good your case is, the person who can afford to hire the best lawyer wins.

As an attorney you may be somewhat insulated from what people think it takes to hire a lawyer or to sue for what they are rightfully owed. You know you work on a contingency fee basis. You really, really do. Honestly. No question about it. That's just how things are done. Right?

Sure it is, on your end. But the buzz among the people who need your services is a misinformed, cynical, pop culture misconception that attorneys are very expensive, and "a good attorney" costs even more. Try going out sometime, pretending like you're not a lawyer, and telling people they don't have to pay upfront to get the help they need - and that a highly successful lawyer with multimillion dollar verdicts will represent them with no retainer. They'll tell you that you are naive, you don't know what you are talking about, or you've seen too many movies. Life just doesn't work that way. There's always a catch.

Your marketing mission is to convince potential clients that they can get top notch legal representation, and they don't need a dime to do it. How do you do that? How do you get the message across that they don't have to spend the money they do not have without sounding like you are offering a free trial or mimicking those late night TV ads that offer "installments of $19.99?"

You rise above it. Show them you are successful. You are well established. Time and time again you have shown that you have the resources to win justice for your clients without any up front payment. Develop your brand as the honest broker who takes care of the victims.

It is a fine line to tread, but when done correctly, it will bring in the clients who know they have good cases and just need the opportunity to be heard.

Network Affiliates has over 25 years of experience in crafting marketing and advertising campaigns for attorneys that effectively communicate this message while improving your brand in a way that demonstrates your integrity in the eyes of the public. Contact our legal marketing experts today to learn more about how you can get the message out to potential clients that they can afford the best representation - and they only pay when they win.

Legal Newsline Quotes Harlan Schillinger

2009-04-01T12:50:00.000-07:00

Tuesday while I was in the Philadelphia airport on my way back from a client meeting, I received a call from Chris Rizo - a reporter from Legal Newsline. Apparently, he had read some of my blog entries and wanted me to comment on a story about whether trial lawyers' practices are recession proof.

Here is a link to the article.

Thank you, Chris.

Regards,

Harlan Schillinger

Are You Sticking to the Plan?

2009-03-27T06:06:00.000-07:00

Is your marketing plan failing you or are you failing to stick to the plan? Great marketing begins with a great marketing plan, but the best laid plans are only as good as the follow through. So, here we are, three months into 2009. Doubtless, you started off the year with every intention of doing it right and that included effective marketing.

You made your plans, you were excited. It all looked great on paper, but now you aren't feeling it. You aren't seeing the results that you expected and the year seems to be off to a less than bountiful start. You know that marketing is important, but you keep putting it off. You keep meaning to get to it. Somewhere in the back of your mind you know you had a great plan; a plan that would work. But marketing isn't what you do. It's not your real job, it's a periphery task.

This is the trap that most lawyers fall in to, especially those who are passionate about their work and truly great at what they do. It is the Achilles' heel that turns great artists into starving artists while the mediocre rise to fame and fortune (in their own lifetimes). It is the reason why the best attorneys are not always the most financially successful.

Fortunately, you don't have to be a marketing guru to prosper like one. You only need the business savvy to delegate your marketing needs to the experts while you focus on what you do best. Network Affiliates has been helping law firms since 1981. Attorney marketing is our passion. It is what we do. Period.

If you need help implementing your law firm's marketing plan - or developing an effective marketing strategy, call or email our legal marketing experts today.

Press Kits: By Cole Silver

2009-03-23T10:59:00.000-07:00

Dear Harlan,
I used to work for a state senator who told me that it doesn't matter whether people speak ill or good about you...you should only worry when they stop talking about you!
So...do you have a press kit? Since most press or media people will request a press kit, it's time for you to put one together. A press kit is nothing more than a collection of editorial and promotional materials that are distributed to the media, as well as prospects and clients, which include information about you, your solutions and the reasons you're "newsworthy".
Journalists use these materials to learn about you but a press kit can also be used for many other marketing purposes. When putting a press kit together, it should include a folder with an insert for your business card, client list, testimonials, biographical sketch, prior press releases, professional photo, articles and white papers written by you and may also include case histories, and one page fact sheets. Anything that increases or enhances your credibility should be included in the kit, making it a much more effective marketing tool than the standard brochure most lawyers use.
If you really want the skinny, my good friend Gina Rubel, author of Everyday Public Relations for Lawyers will be presenting a workshop on this very issue on Thursday April 30, 2009 in Warrington , PA. She's a lawyer and the expert so if you really want to get noticed, you should contact her.
Thanks and stay well.
Cole

The Silver Group Ltd.
8 Dorchester Lane, Suite A
Moorestown, NJ
08057
US

Staying Afloat

2009-03-12T21:42:00.001-07:00

If you're getting spooked by the headlines about law firms and layoffs, keep in mind that the personal injury caseload is not dropping. In fact, it may be increasing as people who would normally avoid a lawsuit at all costs, even though it is the appropriate course of action for them, are realizing that it may be the only way that they can stay afloat financially.

The thing is, while we hear about our overly litigious society, people who have real cases often believe that getting the compensation they need and deserve is just a pipedream. The people who need your help the most don't believe that they can beat the insurance companies and big corporations that should be paying out even if they fully believe they deserve compensation.

This is where the right marketing comes in. Here and now, your advertising can deliver the message that it can be done. That the "little man", the individual can and will have the power of a successful law firm, that has not bowed out due to the economy, backing them in their fight with no out-of-pocket expense. Remember, most people, when faced with the prospect of getting what they deserve via a lawsuit, still believe that hiring a lawyer is a luxury reserved for the wealthy.

Now is the time to remind your prospective clients that you are there for them; that you are still there for them. Network Affiliates can help you craft the ads that deliver the message that you are still going strong. That you are a reliable resource for those in need when all else seems to be failing. Contact Network Affiliates today and start reaching the audience that is looking for your help.

Medical Device Safety Act

2009-03-06T06:08:00.000-08:00

Following right on the heels of the Supreme Court ruling preserving injured patients' right to sue drug makers, legislation has been introduced that could have a similar impact on defective medical device cases.

The Medical Device Safety Act of 2009 was introduced Thursday by House Subcommittee on Health Chairman Frank Pallone and House Energy and Commerce Committee Chairman Henry Waxman. If it passes it would reverse a February, 2008 Supreme Court decision that shielded medical device makers from lawsuits brought under state laws. Based on that decision thousands of lawsuits against device makers were dismissed by lower courts.

The Medical Device Safety Act is supported by a wide variety of groups including the Alliance for Justice, AARP, the American Bar Association, the New England Journal of Medicine, National Conference of State Legislatures, and numerous other groups.

Analysts believe that the measure will pass. If it does, this will be a one-two punch in favor of injured parties. As it stands now, many victims of drug and device makers may be feeling discouraged and hold the false belief that the lawsuits that could help them get back on their feet are a waste of time.

You have the opportunity to help break the good news through your advertising campaigns and to capitalize on the trend toward protecting consumer rights. The creative team at Network Affiliates can incorporate these new developments into your marketing plan and help you get this encouraging message out to your potential clients. Contact Network Affiliates today to find out how you can benefit from these changes.

Supreme Court Issues Ruling on Preemtion. We Won!!!

2009-03-04T09:20:00.000-08:00

MARCH 4, 2009, 11:12 A.M. ET
Supreme Court Allows Patient Lawsuit Against Wyeth
By MARK H. ANDERSON and BRENT KENDALL
WASHINGTON -- In a loss for the pharmaceutical industry, the Supreme Court ruled 6-3 Wednesday that a Vermont woman can sue Wyeth for injuries she suffered after taking one of the drug maker's medicines.
Justice John Paul Stevens, in the court's majority opinion, said Food and Drug Administration oversight of drug labeling doesn't prevent the filing of state-level consumer liability lawsuits against drug companies.
"In short," Justice Stevens wrote, "Wyeth has not persuaded us that failure-to-warn claims like Levine's obstruct the federal regulation of drug labeling."
Justice Stevens added that "Congress has repeatedly declined to preempt state law" and that recent Bush administration changes to FDA policy claiming "that state tort suits interfere with its statutory mandate is entitled to no weight" in the Wyeth case.
The ruling affirms an opinion by the Vermont Supreme Court.
At issue was a lawsuit by Vermont guitarist Diana Levine, who lost an arm to gangrene after Wyeth's antinausea drug Phenergan was inadvertently injected into one of her arteries during a push IV injection. Ms. Levine had gone to a clinic for treatment of a migraine headache.
Ms. Levine argued that Phenergan's labeling, though approved by the Food and Drug Administration, didn't provide proper warnings of the risk of administering the drug through a push IV injection instead of using an IV-drip. A Vermont jury awarded her $6.7 million in damages. The Vermont Supreme Court upheld the award, ruling that FDA drug regulations don't prevent a company from being sued under state law over drug labeling.
Wyeth argued that Ms. Levine's lawsuit, which was based on Vermont law, should be preempted by federal drug regulations. The FDA, Wyeth said, knew of the drug's risks and benefits and instructed the drug maker to use labeling that accommodated both. Wyeth said it wasn't free to change the warnings on the label.
Joining Justice Stevens in the majority were justices Anthony Kennedy, David Souter, Ruth Bader Ginsburg, Stephen Breyer and Clarence Thomas. Although Justice Thomas concurred with the outcome, he did so under a different line of legal reasoning. Chief Justice John Roberts and Justices Antonin Scalia and Samuel Alito dissented.
"This case illustrates that tragic facts make bad law,'' Justice Alito said. "The court holds that a state tort jury, rather than the Food and Drug Administration, is ultimately responsible for regulating warning labels for prescription drugs."
The case is Wyeth v. Levine,

TV: More Effective than EVER! Really!!!!

2009-02-24T11:06:00.000-08:00

Guess Which Medium Is as Effective as Ever: TV
Despite All That Ails the Toob, Marketers Can Still Reach the Audience They Are Looking for -- Even Web-Obsessed Youth
by Jack Neff Published: February 23, 2009
BATAVIA, Ohio (AdAge.com) -- The drumbeat of doom for TV advertising has sounded for more than a decade -- DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.
Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever. Analyses by people and companies that have studied or made bets on advertising effectiveness for years find no evidence that all of the problems TV advertising faces have done anything to render it less effective.
A seven-figure ethnographic study due to be released next month by the Nielsen Co.-funded Council for Research Excellence from research firm Sequent and the Center for Media Design at Ball State University appears set to punctuate that point, finding that TV remains the dominant medium even for reaching youth, despite the inroads of digital and social media, according to a person familiar with the research.
If time shifting, ad skipping or clutter really were rendering TV less effective, then it should show up in marketing-mix analyses that have been done since the early 1990s as a lower average sales lift per gross rating point over time.
It doesn't, according to Marketing Management Analytics (MMA),* a unit of Aegis Group's Synovate. "We haven't seen a significant trend in the erosion of effectiveness of TV," said Douglas Brooks, senior VP of MMA. In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years.
Offline driving onlineMMA also has found a surprising spillover effect for TV in digital media: About a third of search queries for brands studied are driven by offline advertising, particularly TV -- a higher proportion than that driven by online-display advertising, Mr. Brooks said.
Leonard Lodish, a marketing professor at Wharton and one of the authors of the 1995 "Why Advertising Works" study, has discovered equally surprising results. He's found that TV advertising actually became more effective, not less, after 1995, in a paper published in 2007 by the Journal of Advertising Research, soon to be updated in a new study now awaiting publication by the same journal.
He got at the findings differently than MMA, and with less statistical modeling required, by using data from Information Resources Inc.'s BehaviorScan markets and other matched-market tests that compared different levels of spending in different test markets. Specifically, the average volume lift from incremental TV spending has increased since 1995, according to the study by Mr. Lodish, Wharton colleague Abba Krieger and University of Houston marketing professor Ye Hu.
One reason could be that commercial avoidance, fragmentation and clutter actually increased the reward from spending more. But the study also found a similar, if smaller, improvement since 1995 in volume lift for brands when they had any amount of TV vs. having none at all.
Despite the improved effectiveness since 1995, more than half the advertisers (16 of 29) in the study still lost money by running their TV ads. "The ones that did make a profit, though, did very well," said Mr. Lodish, to the extent that on the whole, advertisers in the study made a profit from their TV ads after 1995, but lost money before 1995.
Creative mattersThat's obviously a serious caveat to the value of spending on TV. The other caveat is one that other marketing-mix analysts also report from client work that creative quality makes a big difference, in many cases explaining more about success and failure than media choices.
Mr. Lodish said he still doesn't really know how TV advertising effectiveness could have increased since 1995. Mr. Brooks can't really explain it either, though he has a theory that the highly analytical clients using marketing-mix modeling or matched-market tests may compensate for the impact of DVRs, fragmentation and clutter by making smarter bets.
"When the fish get finicky," he said, "it makes you a better fisherman. The presentation of the bait and how it's delivered -- getting it in the right spot at the right time -- becomes critical."
The other question Mr. Brooks often hears these days is whether recession historically has caused the average sales lift per GRP to decline. The answer, at least based on data from the relatively mild recession of 2000-2001, is no.
Looking for even more evidence? Executives at A. Eicoff & Co., a unit of WPP Group's Ogilvy & Mather that's one of the biggest direct-response TV shops in the U.S., said response rates from its TV ads haven't deteriorated at all over the years. "The death of TV has been exaggerated," said William McCabe, the shop's senior VP-business development.~ ~ ~

Direct Mail Works

2009-02-20T06:00:00.000-08:00

With television, radio, and the internet, it is easy to overlook the power of one of the oldest and most cost efficient forms of advertising - direct mail. While it may seem antiquated and lackluster, direct mail marketing reaches people. It is personal, and in today's high tech environment where few people bother to write a real letter on paper, it is refreshing and comforting - a tangible document that conveys a sense of stability and permanence rather than the fly-by-night feel of email and other electronic communications.

Direct mail uses the advantage of timing by getting the message in front of your potential clients when they are ready to give it their attention. They also see it when they have money on their minds. It's right in there with the stack of bills, and if you have reached the right audience, it can offer the solution to the bills that they are trying to figure out how to pay at that very moment.

Direct mail is very cost-effective, but to maximize your ROI it has to be done right. Scattered, random mailings will not do the trick. You want to send very targeted, personalized advertising, not junk mail. In order to accomplish this, you need to work with an experienced creative team who will target the right audience with the right message, and that message has to be consistent with the branding of your firm.

Your list must target potential clients, people who need your services. The list must be accurate, free of duplicates, and embarrassing misspellings. Your mailings should be personally addressed to individuals.

The message in your direct mail must fit the recipients. You must offer them something they need now. It has to get their attention and be meaningful to them. That message must demonstrate consistency and reliability when your audience follows up on it. When they visit your website, it should reflect what they saw in the mailing. It should be immediately recognizable. When they call or visit your office your staff should be familiar with the mailing and ready to answer the questions it may generate.

If you are ready to put together your direct mail campaign, contact Network Affiliates today so we can help you create targeted and effective mailing.

Getting More Value from Your Advertising Budget Because of This Crazy Economy

2009-02-13T06:26:00.001-08:00

As other law firms slash their advertising budgets in a knee-jerk reaction to the economy, the demand for prime advertising slots is declining and you can get more bang for your buck. Law firms that are continuing to advertise are dropping their highest price media slots in favor of cheaper ones and that means that the most coveted placement is now being offered at bargains like never before. You could actually wind up paying less for the best spots than your competition is paying for the less desirable spots they hold onto.

Not only will you get your name out there while you the rest are huddled in the shadows, but you can get the best placement at a discount, possibly at a discount that will outlast the downturn in the economy. Right now you have the opportunity to negotiate and lock down the good price. Our Media Buyers are reporting that our personal injury law firm advertisers are actually paying as much as 25% less than a year ago. When the economy turns around and other law firms are trying to buy up media slots again, they will have to pay more, but if you lock in your rates, you can continue to advertise more effectively with a smaller budget, edging out the competition.

At Network Affiliates we already have the connections to have the first word on these good deals as they become available and we know how to negotiate even better deals than what are offered, bringing you the most value for your advertising buck.

Contact us today to find out how you can optimize your advertising dollars today and take advantage of this crazy economy.