Scheduling Your Law Firm Marketing Radio Ad
Before you can schedule the right ad at the right time and on the right station, you need to identify what the right time and station are for your purposes. For example, you should consider:
The Right Station: You want to pick a station that is listened to by your target demographic. For example, if you are a trust and estates attorney, then the station most popular with teens in your area might not be the best use of your marketing budget. Additionally, you want a station that is listened to by people in your targeted geographic area. Finally, the right station for you should maximize the number of times your ad is played.
The Right Time: In the radio world, there are five times of day: morning drive, midday, afternoon commute, evening and overnight. Think about your target demographic and when they would most likely be listening to the radio and schedule your radio ads accordingly. In addition to time of day, you want to consider if there are any special programs on the station that your target audience may be interested in or any community events the station may be broadcasting from that would be relevant to your practice area.
Radio may not be the newest way to market your law firm and it might not be the flashiest, but it has proven to be effective. If you are interested in learning more about radio legal marketing, please browse through the free resources available on our website, read our Great Legal Marketing book, and call us directly at 703.591.9829.