BUY THE RIGHT SHOWS

By definition, a direct response campaign is going to ask the viewer to pick up the phone and call you now. So let’s make sure we choose mostly shows that air between 9 a.m. and 5 p.m. on weekdays. These are the times the viewer expects your office to be open and you to answer your phone.

Since we know a less educated viewer is more likely to hire his attorney based on an advertisement, focus on the shows they are watching: Jerry Springer being a great example. This is also the reason why we would pick The Price is Right over Jeopardy.

Now that you know which shows to consider, the next step is to establish value. Value is most easily determined on a cost-per-1000 impressions basis.

FREQUENCY VS REACH

There is a Direct Response Theory that says, “You must get your message in front of the same viewer 6 to 10 times before you can push his reptilian button and convince him to go to the phone and dial your number.”

This is why proper frequency is so important in attorney advertising. We are trying to get our message in front of the same viewer 6 to 10 times during the brief period his window of opportunity is open.

Frequency X Reach = Total GRP

POP QUIZ

Let’s say you are buying 100 Gross Rating Points per week.

Would you rather reach 11% of the audience an average of 9 times each?

Or would you rather reach 50% of the audience with an average of 2 times each?

THE LESS-FISHED POND THEORY

The Less-Fished Pond Theory states that, all other things being equal, it’s better to have your ads on in less clutter than more clutter.

We subscribe to a service that monitors local attorney TV buys across the country. We know what shows your competitors are buying, with what frequency and what reach.

When you embrace this theory and use market research you can take advantage of the holes in your competitors’ strategies.

ADDED VALUE: GETTING MORE FOR YOUR MONEY

Stretch your advertising dollars to get the maximum return on investment through informed negotiations and detailed accounting.

• Negotiating rock-bottom rates
• Allowing pre-emptable spots with flexibility to make good within a reasonable time
• Free bonus spots
• Catching spot placement errors through auditing
• Holding stations accountable for reaching the purchased viewership through posting

BEWARE OF REPS BEARING GIFTS

The most powerful tool you have in media negotiations is the ability to walk away. As soon as you accept an incentive from the rep, you lose that ability.

Sure, sometimes a gift is just a gift, but always be leery of what strings are attached.

Disclaimer: None of these courses are actually available. If we told you everything we know, why would you need us?