Many law firms market their businesses through radio advertisements. However, with the advent of Sirius XM, streaming, and podcasting, it is worth asking whether radio ads are still worth it. Not long ago, most listened to AM and FM radio. But with so many options today, it is a different ballgame.
The Cons of Radio Advertising
The cons of radio advertising are plentiful. First, it can be expensive. Most radio stations also want law firms to sign a long-term contract. Whether it be a three-, six-month, or a more extended contract, once a law firm commits to it, it cannot back out during its terms.
Second, as mentioned above, many no longer listen to AM and FM radio. Many listen to Sirius XM, Apple Radio, Spotify, Pandora, and other streaming options. Those who like talk radio now listen to podcasts rather than talk radio. Thus, doing traditional AM or FM radio advertisements may not have the impact it once did.
With radio expensive and so many options today, a law firm must be sure that it is hitting its target demographic no matter the station or platform it is advertising. Otherwise, it can spend much money without getting the clients it needs to justify the cost. However, few radio stations focus on legal matters, making radio advertising hard to target correctly.
The Pros of Radio Advertising
The pros of radio advertising are primarily branding to consumers who still listen to traditional radio. If a law firm has a large budget and can blast popular radio stations in its area, it can become widely known within a given community. However, to achieve this level of branding, a law firm must have deep pockets.
Radio ads still impress some consumers who still listen to AM or FM radio. For example, when those who still cling to their radios hear a radio advertisement, some may give greater credibility to the law firm. Being on the radio, to some, may cause them to believe this is a legitimate and successful law firm worthy of using that law firm if they ever need legal services.
Is Radio Advertising Worth It?
In the end, the answer to this question depends. If a law firm has deep pockets and can blitz a market with radio ads across many popular AM or FM radio stations, it can get the word out about that law firm. In this way, radio ads may be helpful to those who can afford them and want to appeal to more traditional legal consumers.
On the other hand, younger and more technologically savvy consumers are not spending nearly as much time listening to traditional radio. For those who cannot afford to blitz a market on the radio or are looking to appeal to younger or more technologically savvy legal consumers, the answer is likely “no.”
Instead of advertising on the radio, many law firms would be wiser to focus on online and digital advertisements and their law firm web page. Paid ads on Google, Bing, and social media can have a much more significant branding impact for many law firms at a lower cost and without long-term contracts. Further, with many spending more time on their smartphones, tablets, and computers instead of listening to the radio, a law firm can likely achieve better results online.
If you have any thoughts, feel free to share them below.
The post Are radio ads still worth it? first appeared on Kirk Stange on Law Firm Practice Management.
The post Are radio ads still worth it? appeared first on Kirk Stange on Law Firm Practice Management.