The Super Bowl Can Help You Draft Your Legal Marketing Game Plan

As Super Bowl XLV approaches, the anticipation continues to grow. People from across the country have started making plans for the big Sunday where the Pittsburg Steelers and Green Bay Packers go head-to-head. During the time when football fans will be planning how they will spend one of the biggest days of the football season, another group is putting their plans in motion. They are the advertisers who will spend millions of dollars to get a coveted commercial spot on one of the top-rated telecasts.

Each year, the Super Bowl draws viewers from around the nation and from all different walks of life. In 2010 alone, the game attracted 106 million viewers. It is not difficult to see why advertisers would be willing to drop a whole lot of money on a 30-second spot. Forbes estimates that this year, each spot will cost anywhere from $2.8 million to $3 million.

As a lawyer and entrepreneur, there is a lot you can learn about legal marketing from Super Bowl advertising. Below are some valuable lessons you can implement into your marketing campaign:

  1. Understand your target audience. Super Bowl advertisers recognize this valuable marketing concept. They know whom to target with their expensive commercial spots. You might not be spending millions of dollars on your advertising, but this marketing lesson still applies to you. It is crucial that you take the time to identify your target audience and craft your messages around this group.
  2. Launch your legal marketing campaign around an event. Develop marketing messages that are tied to local and community events.  Not only will this spread the word about your firm, you will also be able to establish yourself as a local expert.
  3. Interact with your potential clients. This tactic used to be a challenge for legal marketers, but the onset of social media has changed everything. Supposedly, some Super Bowl advertisers are intertwining social media with their commercials. Make sure you are using social media to promote your practice. Get an account on Twitter, Facebook and YouTube. Encourage interaction by posting content and responding to other people’s comments. Create discussions that prompt your potential clients’ involvement.
  4. Don’t be afraid to implement your marketing campaign. You may have numerous lawyer marketing ideas and avenues in which you want to pursue. That’s great. While it is crucial that you take the time to plan and prepare for your marketing campaign, don’t drag your feet too long. You need to take a bold step by implementing your marketing campaign. On the same note, don’t be afraid to try something new and think outside-the-box when it comes to marketing.

When you watch the Super Bowl this year, pay close attention to the ads that are aired. You can learn a lot from these marketers.

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Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.