I only listen to the radio when I’m driving, and even then, it’s usually only for short trips (shuttling kids, groceries, gym, etc.).
But when it’s on, it grabs my attention.
But not just the audio ads playing.
It’s the visual radio ads, Visual Quu, in-dash ads, or in-vehicle ads.
There is no shortage of law firm radio ads in the Detroit market.
The obvious strategy with radio ads is to sear the firm’s brand into the listener’s mind. When the listener decides they need a lawyer or knows someone who does, they subconsciously refer to the firm. And it works.
The more nuanced strategy is to get the listener to “do something.” Ideally, the firm wants the listener to search for the firm and click through to its website.
This turns that one radio impression into so much more.
For this strategy to work best, firms have to give listeners something of value. Contests tend to work well in this context.
Here’s an example:
- The ad creative instructs listeners to search for a firm to enter the contest.
- The website (dedicated or tracking URL) has a sign-up form.
- Users get cookies and opt in to receive messaging (maybe even SMS).
- The firm can now send regular messaging.
These are the kinds of examples we want to amplify at the LHLM Summit.
They’re multi-channel.
They’re measurable.
They’re proven.
Know an in-house legal marketer who might benefit from this?
Please help us spread the word!