It’s fair to say that in our experience, Press advertising for general Personal Injury enquiries (RTA, EL, and PL) may not create a particularly economic return, but it can be cost effective in other areas of legal marketing.
However we do recommend some regional press advertising to support your brand and your Online marketing. It is widely accepted that Offline marketing spend (Press, Radio, TV etc) drives Online response, as prospective clients search for your brand online and enquire through your Web Site, rather than via your Press advert.
It’s also widely accepted that you need to spend between 30-40% of your Direct Marketing budget Offline in order to support your Online activity. That’s because, unless you invest in the Offline spend, your brand will not be recognised by prospective clients Online and they may be more likely to click on competitor brands which are more familiar to them.
The reverse is also true, if you are marketing Offline regionally, then a prospective client searching a national “claims or legal” brand Online, may see your Online advert and click through to you because your regional Offline marketing has created brand recognition and they think “local”, particularly for a potentially personal service like legal advice.
Having said that, Press advertising can generate cost effective cases, especially where it’s targeted at a very specific claim type, for example Hearing Loss claims can work well in the Press, or Asbestos cases, or other specific cohorts of claims like the Coal Claims previously. These can work on both a regional and national basis to generate enquiries.
The final point to bear in mind about Press advertising, like all other forms of Direct Marketing, is that it doesn’t matter how many enquiries you generate if your Enquiry Management systems aren’t set up properly. So please have a look at our section on Enquiry Management to find out how we can help you to maximise your returns from your enquiries.
If you are interested in discussing a Direct Marketing Plan for regional or national Press, please contact us today and we’ll be happy to discuss your requirements in more detail.