For the last 10 years, my job at Group Matrix has been to help Personal Injury firms grow their practices through attorney advertising. My role is pretty straightforward: make the phone ring for our clients.
When we first start out with a new legal client, we always begin with TV. It is the most effective medium at building megabrands. But, that’s not to say that it is the only medium that works.
Any medium can work, if you know how to work it…
Take radio for example. Why would an attorney use radio to market their practice if they were already on TV? There are a lot of reasons:
• TV is a pain in the... Trust me.
• Radio is quick and easy.
• Radio adds immediacy to your brand.
• Radio can be changed to be relevant very quickly.
• Radio jocks can endorse you.
• Radio is intimate.
• Radio can add personality exposure to your message.
• Radio is built for contests and remotes.
Let’s take the following example from our client Martin, Harding & Mazzotti:
3 years ago, we partnered with a radio group to help promote a bike helmet giveaway.
We created an ad to promote it. We had our clients interviewed on the air to promote it. The jocks constantly pumped it in their broadcasts. The radio station organized and held a live remote the day of the helmet giveaway.
The station brought in local food vendors, police, fire, EMS and a video game truck to make the event fun. Our client ended up outfitting almost 1,000 kids with free helmets that day.
We could not have done that with a billboard, newspaper ad or TV ad. We needed radio to bring it all together and to execute the ground game.
Since then, our partnership with that radio group has evolved. We advertise 52 weeks a year. The Managing Partner, Paul Harding, has been interviewed every week for 3 years. Yes, you read that right… Our client has been interviewed over 200 times on live radio in the last 3 years. And it has been glorious!
See for yourself: Radio Rocks!
If you need help making radio work for you, DIAL me up… (Pun intended).
Ryan Serritella, EVP