Using the traditional marketing channels of TV, radio, print, and outdoor advertising (billboards, bus shelters, etc.) is one of the most effective ways of reaching a wide audience. While digital marketing continues to grow, traditional marketing remains one of the most reliable, proven methods of generating qualified leads.
Our media planning department does continuous analysis to understand how other legal marketing companies are leveraging the market. We combine those analytics with other market research to develop media strategies that work.
Television advertising is one of the best ways to reach a targeted audience. The Nielsen Company estimates that more than 96% of homes in the U.S. have at least one television that receives traditional TV signals. On an average day Americans spend half their leisure time watching television (U.S. Bureau of Labor Statistics). With the growth in networks and devices for viewing content, it’s easier than ever to use television to reach target audiences.
Every TV advertising campaign is customized to your firm’s specific needs. Networks and programs are chosen based on the current advertising landscape and the status of the litigation. While some firms are intimidated by TV advertising costs, MCM Services Group can create a TV marketing campaign to meet almost any budget.
According to research done by the ratings company Nielsen, radio is still a top media platform for reaching audiences nationwide. A 2018 report shows that more Americans tune in to AM/FM radio on a weekly basis (93%) than watch television. Another study reported that 82% of respondents 18+ who have driven or ridden in a car over the past month currently tune into traditional radio in the car. With most stations now streaming live online and making past broadcasts available via podcast, radio has a broader reach than ever.
The turn-around time for producing radio ads is mostly dependent on the time it takes to get a script approved. Scripts can usually be produced and on the air in a matter of days. Scheduling radio ads is very flexible and the broad range of stations and programming formats available make it easy to target audiences of all types.
The average newspaper reader tends to have higher income and more education than consumers of other types of media. More than 70% of people with annual incomes of $100,000 or more and 7 of 10 college graduates read newspapers. As overall household income and education levels increase, so does the audience for newspapers in all formats.
While newspaper publishers have experienced some turbulent times in recent years, print is still a great way to reach targeted audiences. Readers who continue to read newspapers are more engaged in the content and tend to have higher ad recall than for other media. Studies also show that people find newspaper advertisements to be more believable and trustworthy than other forms of advertising.
Out of home or outdoor advertising today is more than just billboard ads and bus shelters. In the past decade out of home advertising (OOH) has expanded into a broad mix of digital displays, dioramas, scoreboards, transit, and location-based displays. According to Nielsen study, 91% of U.S. residents traveling outside the home report viewing some form of OOH advertising.
One of the great advantages of OOH advertising is that it is not reliant on media devices to deliver messages. With a combined 12 million billboards, transit and other outdoor displays in the U.S., OOH advertising reaches most Americans every week. Out of home advertising can be a very powerful tool for generating leads in an integrated marketing plan.
For more information on how to leverage the power of traditional marketing to generate leads, email us or call 888-507-6262 today.