Legal Services Category Research & Proposal Template June 2015 Growing The Radio Pie 1 Category At A Time 3rd Quarter: Legal Category The legal category has seen huge success in dollars spent on radio, and is untapped for Alpha. Legal deck and Research Materials prepared DOS to assign to select AE’s Track progress and provide feedback Legal Category Overview & Trends The number of attorney’s in the United States continues to grow, year after year. Demand for lawyers exists regardless of the economic climate, and the industry weathered the recession well. Total ad spending in all media by the legal services industry amounted to $939.5 million in 2013 (Source: Kantar Media, 2014 ) The legal field is more competitive than ever and small firms can compete with larger firms by maximizing their marketing dollars. Legal Categories Include: Personal Injury Criminal Defense Bankruptcy Corporate Tax DUI – DWI Divorce & Family Law Employee Rights/Worker’s Comp Immigration Law Real Estate, Wills and Estates Business Consulting Thought Starters App sponsorship/texting programs Block programming Podcasting Events Creative using a female voice Local Market Leads Media Monitors Google: Lawyer (+ Specialty + Region) Yelp SalesGenie.com Book of Lists Yp.com Case Studies & VBR Case Study (Professional Services) http://www.alphasalesadvantage.com/case-study/ VBR We recently worked with lawyer wanting to become one of the top Spanish Speaking immigration attorney offices in region, and build awareness and reputation. As a result of the campaign, the client had to increase their staff, hire additional attorney's, and buy a new call center building to handle to call volume and new business. I would like to set a time to walk you through the case study and discuss ways we might be able to increase your call volume. Why Radio Every week, radio reaches 94% of households that used the services of a personal injury attorney in the past year, 95% of households that used a bankruptcy attorney, and 91% who utilized any other type of attorney/legal service in the previous year. (Source: Scarborough USA, 2013) Category Resources American Bar Association: www.americanbar.org National Association for Law Placement: www.nalp.org Altman Weil: www.altmanweil.com American Lawyer: www.americanlawyer.com FindLaw.com: www.findlaw.com AttorneyFee.com: www.attorneyfee.com American Academy of Matrimonial Lawyers: www.aaml.org AboutBail.com: www.aboutbail.com Alpha Law Experts Have You Covered Presented To: July 2015 Campaign Target & Objective Target: People needing legal services People who may need legal services in the future Objective: Drive phone calls Drive traffic to website Promote services/Build awareness & trust/Stay top-of-mind Campaign Strategy: Alpha Law Experts Have You Covered Category exclusivity (Personal Injury, Criminal Defense, Bankruptcy, Corporate, Tax, DUI – DWI, Divorce & Family Law, Employee Rights/Worker’s Comp, Immigration Law, Real Estate, Wills and Estates Business Consulting) Consistent, high frequency campaigns Optimize weekends and early week for cost efficient rates High impact audio messaging to drive branding and call to action Campaign Elements :30, :15, :05 audio Law Expert Microsite Banner ads (using simpli.fi retargeting) Demo of Microsite and Banner Ads Campaign Ad Schedule Campaign Summary: Time Frame: July – December 2015 Category Exclusivity and First Right of Renewal (renewal to be exercised by November 30th 2015) Xx :30 commercials Xx :15 commercials Xx :05 commercials Xx banner ad impressions Inclusion on Alpha Law Expert microsite _____________________________ Exclusive Category ____________________________ Client Signature Thank you! Presented by Alpha Media Radio vs. TV Advertising TV Advertising Disadvantages Is expensive to produce and to buy Prime placement may not be available due to limited avails within the most popular programs Is typically cluttered, so spots may be placed deep within a string of commercials. Viewers may head to the fridge during long commercial breaks, or switch channels. Messaging may get lost in the shuffle, long-term recall may be lost. May be fast-forwarded if program is recorded for later viewing Increased use of social media in conjunction with TV-viewing may diminish or eliminate any attention to advertising messages aired TV Plus Radio Reach: Radio’s reach is similar to TV/Video, delivering approximately 243.8 million listeners or 92% of U.S. persons 12+ each week (Nielsen Audio, RADAR 122, September 2014) -- including many who don’t regularly tune in to television or cable programming. Local: Most AM/FM radio programming is local. This establishes a personal connection with the consumer that cannot be matched by network TV or cable programming. Emotional Connections: Radio establishes an emotional connection with listeners, lending credibility to ad messages aired. This is especially true when on-air personalities deliver the message or endorse products or services. Commercial Acceptance: Radio listeners are receptive to commercial messages they hear on their favorite stations. Environment: Radio is relatively uncluttered compared to television, especially versus local TV stations and cable. Cost: Good radio advertising is inexpensive to produce in relation to TV/cable production costs. Creative for the same product can be tailored to appeal to a distinct consumer audience within a unique format such as Country, Talk, Urban, etc. Speed: The time to create a radio spot, produce it and get it on the air is shorter than the time to get a good TV/cable spot ready for airing. Radio can be the advance team for messaging that needs to get out quickly, or for timed sales or events. Imagery Transfer: Radio can boost a TV/cable advertiser’s message through imagery transfer or theater of the mind. Mobility: TV has become more mobile in recent years due to the capability to access on computers, tablets, and mobile phones – but the fact remains that the majority of TV viewing in 2014 still takes place at home. TV advertisers can employ radio’s high in-car and at-work tune-in to extend their messaging to listeners who are out of home and closer to the point of purchase. Recall: A Radio Ad Lab study on radio/TV synergy confirmed that adding radio to a TV ad schedule can boost brand recall. Swapping out one of two television ads for two radio ads increased unaided brand recall by 34%. Radio vs. Yellow Pages Yellow Pages Disadvantages Clutter: Whether using print or digital advertising, even a costly display ad can get lost among all the others for the same product or service. And the cluttered environment provides potential customers with many opportunities for comparison shopping. Dated: Printed Yellow Pages are set for the year once they are printed. Limited Exposure: Consumers only see most print and online search ads when they are actively looking for a business referral, so there’s no build-up of frequency of your name and information. Lack of Mobility: Print Yellow Pages are typically viewed in the home or at the workplace, not out of home; payphones are nearly non-existent today. Yellow Pages Plus Radio Awareness: Many consumers already have a business name in mind when they turn to the PYP. Maintaining a radio ad schedule will make sure people have been exposed to messaging about your business and insure top of mind awareness among future prospects in the market. When consumers are ready to buy, but if they’ve been exposed continually to radio ads, your business will be on their mind when they turn to local search. Exposure: Ads in the PYP are not seen until a consumer is consciously looking for information. Ads on radio are intrusive and reach consumers every day, conveying your business’s unique selling proposition and providing a known name when search begins. Flexibility: Once the paper Yellow Pages are printed, a business’s message is set for the year. Ads on radio can be changed periodically to focus consumers on different aspects of the business, including sales and location, that they’ll recall when referencing the PYP when a need arises. Mobility: Radio listeners frequently hear advertising in cars and they also make decisions on where to shop, eat, etc. while driving. The ability to now to search for a business online lends immediacy for follow-up to message heard on the radio. Targeted Display Put your ad in front of a customized audience using the following retargeted strategies: Ad formats available include standard display, Facebook, mobile and video.