Larry Bodine Law Marketing Blog
NPR Ads by Law Firms are Wasted Money
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I found the post Brought To You By A Large Firm With Offices Everywhere on Patrick Lamb's blog, In Search of Perfect Client Service. A lawyer based in Chicago, he asks the question: do you remember the name of the law firms that advertise on National Public Radio? He doesn't, and neither do I.
"For the past several nights as I have been driving home, I've heard the local NPR announcer say that this programming was brought to you by "Blah, Blah & Blah, a national law firm with offices in 12 cities." Every time I hear this, I wonder whether anyone ever hears the announcement and says "wow, that is a really unique firm and I am going to hire them." There is utterly nothing about the tag line that communicates anything of interest about the firm and it obviously does not communicate a value proposition.
"With that personal observation as prologue, I recommend you read Seth Godin's post, "The edifice complex." Here's the punchline:
I'd replace the expensive sponsorships and buildings with something more valuable, quicker to market and far more efficient: people. Real people, trustworthy people, honest people... people who take their time, look you in the eye, answer the phone and keep their promises. Not as easy to implement as writing a big check for the Super Bowl, but a lot more effective.
"I'm not sure Seth's answer is the best answer to the problems inherent in boasting to the world that you have offices in 12 cities. But if you're going to spend money on marketing, perhaps having real people speak to real people at real potential clients about real value you offer might provide a better return on your investment."
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The problem is not that these law firms advertise on NPR, but their message. Having 12 offices doesn't mean anything. It doesn't necessarily signify quality. Perhaps a message supporting a LOCAL cause would turn ears.
Larry - I've wondered about those 'ads' as well, but I wonder if the purpose is to drive new business? Perhaps it's to demonstrate the firm's support for public radio and make existing clients feel good about the firm they employ. I'll bet if it was a firm that you or your company employed, you'd remember the name. It might be part of a brand-recognition campaign. Or, perhaps, it's designed to nudge a station to add the firm to its list of outside counsel.
I don't know if a firm sponsoring NPR has any immediate impact on the bottom line, but I'm not sure that all marketing must drive immediate business.
Persistent NPR advertising is actually not a dumb strategy for some law firms. Not because they have something to say, because they don't, but because of the following situation:
"Boss, we need to hire a firm to defend us in this big litigation. I chose Dewey, Cheatem & Howe."
The boss knows she has heard of the firm, but isn't sure why.
"Go for it."
The ads provide cover to people who are about to hire a very high-priced big firm.
My least-favorite law firm ad on local NPR station says "name, name and name - when the results truly matter" So when the results don't matter, go somewhere else? Do it yourself? I cringe every time I hear it. It creates a negative impression of the firm.
People who hire big law firms know the names of big firms and remember them. Individual who will likely never hire a big law firm have no reason to know or remember the names.
You're not the target of the ad.