As digital communications continue to progress, law firms across the country have been given numerous channels to connect with prospective clients and correspond with current ones. The Internet has led to an emphasis on law firm marketing efforts extending beyond the television, but that doesn't mean your automotive advertising budget should cut out the traditional 30-second local commercial.
Americans watch an average of six hours of television per day, and the extension of advertising onto the Internet has cheapened the cost of TV placement in your local market, despite no decline in overall viewership. If your commercial resonates, an astounding ROI awaits your local law firm. But not all production companies are created equal, so take heed of these four important factors when choosing a video production/media services company:
- What level of experience does the video production company have with automotive advertising? Blue Dog was created in 1996 with employees whose parents owned a chain of car dealerships. If you're going to outsource their video production work to an advertising firm, seek a company that has an extensive portfolio ranging from preowned to luxury dealers.
- Does the media service understand the target audience? An advertising agency team is only as good as the client services it provides. It's not just about the creative vision; a wise investment into media planning must also be part of the budget. Your media services company must be in tune with your needs, understand the trends and size of the market you're in, and identify your demographic to match the messaging in your commercial.
- How quickly can your video production company get you on the air? Are you looking to quickly announce the slashing of current year models? Are 2011 models on en route to your dealership? This is where experience from your media services team becomes very important. Sometimes, a cookie-cutter commercial just to get you on the air is needed, allowing you to grab the majority of a marketshare before a competitor does. Be sure your ads are reaching your audience in a timely manner.
Take heed of these four bullets when selecting a video production company to handle your automotive advertising work.
- How will that commercial be promoted across the Internet? Here is where you can create some synergy between traditional and non-traditional law firm advertising campaigns. Social media directories and bookmarking sites are excellent vehicles for promoting engaging automotive commercials. You could also create and brand a YouTube channel, and upload all your video production work. This will help to enhance your firm's digital presence and reach an audience you may never even thought you had.