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<i>Media & Communications Corner:</i> Avoiding Ad Bombs

By Terry Isner

Law firm marketers are always asked whether the dollars spent on advertising will result in new business. Certainly, a strategic and creative ad campaign is a valuable part of a law firm's marketing program. In most situations, it's hard to know whether an advertisement is the direct source of a new business opportunity. Advertising cannot guarantee new business, but it definitely creates familiarity to potential buyers. Repeated advertisements are meant to refresh a viewer's memory, and remind them of your firm's practice and location by using selected images to reinforce the messages.

Hundreds of national law firms are investing their dollars in display advertising campaigns. They pay design firms to come up with the images and branding, and the process can be time consuming and expensive. What can a firm do to ensure that the advertisements are as compelling as possible?

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