Legal Marketing Lesson from the Super Bowl: Know Your Target Audience

Super Bowl XLV is quickly approaching. While the Green Bay Packers and Pittsburg Steelers prepare to duke it out this Sunday, marketers are preparing for one of the biggest advertising days of the year. The Super Bowl is the top-rated telecast in history, with a reported 106 million viewers in 2010. Advertisers are estimated to be spending upwards of $3 million for one commercial spot.

While you sit on your couch watching the football game unfold, pay careful attention to the commercials. Since these advertisers are spending millions of dollars for their opportunity to grab America’s attention, you better believe they are going to prepare and plan for this massive event. Part of that planning involves getting to know their target audience.

This lesson is one that every lawyer needs to hear. If you want a successful legal marketing campaign, you must get to know your target audience. Below are some questions you need to be able to answer about your prospects:
 
  1. Who is my ideal client?
  2. Where can I find my potential clients?
  3. What are the concerns of my target audience?
  4. How can I develop a marketing message that speaks to these concerns?

If you can answer these pertinent questions, you are a step ahead of most lawyers out there. The majority of attorneys fail to recognize the significance of not only identifying their target audience, but also creating marketing messages that speak to them.

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Request Your Marketing Breakthrough Kit Today!Most attorneys start their firms assuming that being a really, really good attorney should, in an of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.

Attorneys are catching on, however, and those who succeed have learned to leverage their current resources to create effective (and ethical) marketing. What they learned isn’t a magic pill or silver bullet, but a different approach to marketing that the elders of the profession haven’t considered.

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