The enduring relevance of TV advertising in a digital world
In today’s fast-paced and ever-evolving digital landscape, it is essential to keep up with the latest trends in advertising to understand how to reach our target audience. However, for long established sectors like the legal sector, it’s important we don’t forget about the benefits of more traditional platforms during the process.
While the rise of social media, and more recently, AI advertising has undoubtedly transformed the marketing landscape, TV advertising continues to hold its ground as a powerful and relevant tool for law firms, particularly when used in conjunction with newer approaches.
Here we look at some key benefits of using TV advertising as part of the marketing mix.
Mass reach and broad appeal:
Television remains a central fixture in the homes of millions of people worldwide, making it an ideal medium to engage with a large number and broad spectrum of viewers.
There is no doubt that while many demographics are swayed by ads on channels such as YouTube and TikTok, more consumers report trusting TV ads to inform purchase decisions, and this is particularly pertinent with individuals seeking support from a law firm which they can see has successfully helped many people.
By utilising TV advertising, we can reach a cross-section of ages, genders, and backgrounds – who all share common ground in needing the support of a legal service.
Television can also offer a unique familiar emotional connection to an audience. Due to TV’s mass appeal and extensive presence throughout our lives, it’s a medium which has bred an air of familiarity that other platforms simply can’t offer.
With its combination of visuals, sound, and storytelling, TV advertising has the power to evoke powerful emotions and leave a lasting impact on viewers, particularly during times when these viewers may be in difficult personal situations and require the support of a legal service.
This connection on an emotional level can also establish a strong and memorable presence in the minds of consumers due to the power of repetition and ultimately lead to customers recognising your firm or service as trustworthy and credible.
Credibility and trust:
This emotional connection and sense of familiarity also brings with it a feeling of credibility and trust for viewers. As consumers are bombarded with less regulated online ads and sponsored content from a variety of different sources, people often perceive TV advertisements as more trustworthy and reliable, contributing to their effectiveness in building consumer confidence.
Now combine this with the complexity of the legal sector, and the fact many individuals seek legal services during times of distress or uncertainty, TV advertising allows law firms to position themselves as authoritative figures in their respective fields. By showcasing their expertise, experience, and empathy law firms can instil confidence and reassure potential clients that they are the right choice for them.
TV advertising is a key part of the marketing mix for our Patient Claim Line (PCL) consumer-facing brand. PCL has successfully used this credibility to secure a position as the UK’s most well-respected and trusted Clinical Negligence Brand. By forging an ongoing relationship with Rob Rinder of ITV fame back in 2015, PCL recognised the benefit of collaborating with a well-known TV figure to aid their reputation early on in the development of their brand.
Working alongside other forms of advertising:
A multi-channel marketing approach has always been the best formula when it comes to optimising the number of customers you are reaching, whether this is by using more traditional forms of advertising such as print, radio or TV, or including contemporary methods such as social media, pay per click and inbound marketing campaigns.
By incorporating TV advertising into a comprehensive marketing strategy, businesses within the legal sector can achieve a collaborative effect that leverages the strengths of each platform, whether this is by using TV advertising to attract enquiries or by using targeted, social media and google advertising campaigns to attract customers that need more specific support.
While new digital platforms continue to shape the marketing landscape generally, TV advertising provides a way for law firms to effectively convey their expertise, credibility, and unique selling points to potential clients, which can ultimately generate leads and increase their client base.
By combining these benefits with those from other mediums, businesses can unlock the full potential of their advertising campaigns and thrive in the ever-evolving world of legal-marketing.