Why Don't Lawyers Use Broadcast or Cable Television?

The New York Times published an article today that I've been waiting to read for a while. They asked the question that many television Account Executives ask each year. Why don't legal firms utulize television advertising? It can be so frustrating for a media company to open up the yellow pages for leads and notice 30 pages of full color ads from personal injury attorneys and medical malpractice firms. Yellowpage ads in top markets can cost up to $50,000 per month depending upon size, number of ads, etc. This is money that can be spent on television to achieve better results while branding to the masses.

Click here to read the article from the New York Times.

The problem is that many law firms are creatures of habit. Year after year they sign the contract with the yellow pages to renew because they are afraid to not appear with the others. The yellow pages have done such a good job of creating a one stop place for all legal companies that many firms feel that if they do not place an ad there then they will miss out on something. However if you were to take a sample of all legal firms who advertise in the yellow pages then I guarantee you that ten out of every ten will tell you that they are not satisfied with their results.

The other problem tends to come from ignorance. Many firms believe the perception that it takes several thousands of dollars to create a strong television campaign. They read articles like the one posted here and think they need $10,000 to create a strong commercial. As you may know, this is absoulely not the case. For a few thousand dollars they can create a commercial that will run on any television station. The first words out of every marketing directors mouth who works for a law group is, "television is too expensive." Ask them what they are spending in the yellow pages and I guarantee it's between $2,500-4,000 per month, minimum. That is a great start to a television campaign on several channels across the country.