With all the emphasis media mavens put on cable TV and the Internet these days, it's easy to lose sight of a potentially lucrative source of potential legal clients: radio. According to research by the Radio Advertising Bureau, radio reaches about 90 percent of households that have employed an attorney of any kind in the past year. The question is, how do you go about crafting an effective and economic direct-response radio campaign?
Which Radio Station Should You Select?
This is one of the most important questions you need to answer before you begin crafting your advertisement. The answer will be precise to your law firm. Think about your favorite, most profitable clients and start to build your ideal client profile. Where do they live and work? How much money do they make? What are their hobbies? These are just a few sample questions you should ask about your avatar client.
Once you have built your avatar client profile, make an educated guess on the type of radio they listen to. What local radio stations are they likely to listen to? Are they still using FM radio in their cars, or do they use internet radio? Don't make the mistake of selecting your favorite radio station or your friends' favorite station. You may have particular tastes in radio, but your clients likely have different tastes.
Select Your Airtime Correctly
Again, you need to draw the answer from information about your avatar client. What times are they most likely in their car? Do they listen to the radio at home? There are many other questions you can ask based on your ideal client profile. If you want to catch rush-hour commuters in their cars, you'll have an enormous captive audience between 7 and 9 in the morning and 5 to 7 in the evening—which, unfortunately, is also when rates tend to be higher. The air times that are cheaper may target the wrong time for your audience. Also, don't underestimate the power of internet radio. Internet radio is a growing market, and users are likely to be plugged in while at work.
Carefully Select Your Frequency
When talking about marketing, frequency refers to how often a target will hear your ad. The more often your ad is heard, the more likely your message will stick. You will also want to consider the main goal of your ad. Is it to increase brand awareness, or to drive leads to download your newest book or report? Typically, "brand" focused ads can be less frequent but aired for many months. A direct response ad will have a higher frequency but a limited lifespan on the radio.