Cause Marketing For Lawyers

What Is Cause Marketing?

Cause marketing is simply a marketing campaign promoting a cause that customers believe in.

Cause marketing for lawyers is a marketing campaign promoting a cause your clients believe in.

See an example of cause marketing for personal injury lawyers aimed at the motorcycle community to get motorcycle accident cases.

What Cause Marketing Does

Cause marketing for lawyers generates awareness of your law firm’s brand and creates goodwill for your brand. (See an in-depth definition of cause marketing)

What Makes a Successful Cause Marketing Campaign?

A cause marketing campaign’s success is dependent upon prominently communicating your law firm’s brand connection with the cause, otherwise, the goodwill is lost.

Do Large Companies Use Cause Marketing?

Every major company uses cause marketing. Costco sent me an email saying,

Thanks for dining out with your Costco Anywhere Visa® Card. Did you know your next meal out can help provide 10 healthy meals for kids in need? 

When you spend $5 or more dining out with your enrolled Citi® card, we’ll donate $1 to No Kid Hungry — up to $2 million. That’s enough to provide 20 million meals.

Bobby’s Burger Palace used this cause marketing ad to get people in the store.

Example of a Cause Marketing advertisement by Bobby's Burger Palace offering to donate 50% of all Strawberries & Cream Shake sales to breast cancer research.

How Effective Is Cause Marketing?

Cone Communications found in a study on cause branding that 85% of American consumers “have a more positive image of a product or company when it supports a cause they care about” and “80% are likely to switch brands, similar in price and quality, to one that supports a cause.”

Does Cause Marketing Work for Lawyers?

Cause marketing is the most effective type of marketing even for lawyers. 

Ken Hardison of The Personal Injury Lawyers Marketing & Management Association (PILMMA) advocates cause marketing in his article Inspire Your Law Firm On Independence Day.

See the effect created when the Cellino & Barnes law firm used cause marketing at a hockey game. The law firm got a bigger round of applause than the hockey team which was “on their way to their fourth straight win of the season”.

The law firm flashed an announcement on the screen “Home from Iraq.”  The announcer said, “back from Iraq is the American hero” and the soldier, who was at the game, was flashed on the screen waving to the crowd. The screen panned back to the message now with the Cellino & Barnes law firm showing on the lower right corner of the screen.

How Can Your Law Firm Do Cause Marketing?

A 1-800-HURT-911® licensee joined forces with an advertising agency that places mobile billboard signs on cars to find a kidney for a mom.

cause marketing for lawyers on a mobile billboard

Cause Marketing Can Generate Valuable Free Publicity

Cause marketing can generate a lot of free publicity so make sure you notify local newspapers, radio, and TV. This is the story on TV news about how 1-800-HURT-911® was helping to find a kidney.

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Cause Marketing Won’t Benefit Your Law Firm if No One Knows What You Do

This was a great cause marketing idea but it wasn’t apparent to viewers what 1-800-HURT-911® does. Is it an organization of personal injury lawyers or a kidney organization?

Grace, a spokesperson for 1-800-HURT-911® Florida said she wanted to help out but,  unfortunately, didn’t say that she and the personal injury lawyers at 1-800-HURT-911® wanted to help out. No one knows from this interview that 1-800-HURT-911® are personal injury lawyers. People could assume it’s a kidney organization. 

cause marketing mobile billboard getting free publicity and air time for lawyers on TV news

Make a cause marketing video for your personal injury law firm website.  This video was made by a HURT911® licensee.

Whether you decide to use cause marketing for your law firm with 1-800-HURT-911® or not, give cause marketing for lawyers serious consideration for your law firm.

Just a little thought and a small investment in your marketing budget will return tens of thousands of dollars in free publicity generating awareness and goodwill for your law firm brand.

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Should Personal Injury Lawyers Advertise on Network or Cable TV?

Personal injury lawyers get a much better ROI on network TV. The advantage of advertising on cable TV is a much lower monthly cost but at the price of a higher ROI.

What’s the Difference between Network TV Markets and Cable TV Markets?

Network TV markets are really broadcast TV markets. I refer to them as network TV markets because it’s more understandable to lawyers.

A broadcast TV market is known as a DMA (Designated Market Area). It is the territory within which people receive the same TV channels. It was originally measured when people had antennas on their roofs. When cable TV companies obtained permission from the FCC to wire up neighborhoods, the FCC kept the original DMAs intact.

Today, a significant portion of people of the United States still receive TV broadcasts through an antenna on their roof. But for those people who do not use a traditional antenna, the FAA mandates that cable TV and satellite providers must transmit local stations and networks to its subscribers (at the option of the TV station). These TV stations are called Must Carry stations.

Comparison of Network TV vs Cable TV

This is best demonstrated by a comparison of two TV shows, Jerry Springer and CNN. Probably the best TV show for personal injury lawyers is Jerry Springer. Jerry Springer is a broadcast TV show. CNN is a cable TV show.

Jerry Springer will do these commercials for free when you sign a one year contract

The Difference Between Advertising on Network TV vs Cable TV

If you want to advertise on Jerry Springer, your advertisement has to be broadcast to an entire DMA while an advertisement on CNN can be delivered to a tiny segment of the market. You have to pay for the entire DMA market territory while on CNN, you can buy a very small market population.

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Attorney Rob Plevy

Change Your Future!
With 1-800-HURT-911®

Call Phil Franckel, Esq.
Find out how we did and find out if your state is still available!

CALL NOW!
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>> 516-621-9399 ext. 5

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When you advertise on broadcast TV in Los Angeles, your commercial can be seen by potential personal injury clients everywhere within the blue area in this map of the Los Angeles DMA.

Los Angeles DMA

There are 210 DMAs in the United States and approximately 10,000 cable TV markets. As can be seen, a DMA is substantially larger than a cable TV market. A DMA is the largest type of statistical market. See a list of DMAs | list of TV stations by DMA.

Leading local cable TV markets in the US, by number of direct response spots (personal injury lawyers use direct response commercials)

As an example of size comparison, there are 28 counties in the New York DMA (orange colored counties on the map below). According to Nielsen media research, the New York DMA has 7,366,950 households with a TV.

One of the 28 counties, Nassau County, has two cable TV markets with approximately 272,000 households in each.

Making matters even worse, a little known fact is that not every cable subscriber will be able to see your TV commercial. When I advertised on cable TV, I asked Cablevision how many subscribers would be able to see the commercial versus how many would not be able to see it and they either couldn’t or wouldn’t tell me. They were quite surprised when I asked but admitted that I was right.

Where Should Personal Injury Lawyers Advertise on TV?

Broadcast TV throughout a DMA produces the best ROI. Cable TV is suitable when:

  • a personal injury law firm doesn’t have enough money for a budget on broadcast TV or
  • a personal injury law firm has so much money that enough is spent on broadcast TV and additional money is available for cable TV
  • you want to advertise on national cable TV (across the US)

Which Channels and TV Shows Should Personal Injury Lawyers Advertise on?

This question is easy to answer. The first priority is the TV show and channel where the most number of personal injury lawyers are advertising. Yes, this is contrary to the thought of many personal injury lawyers who are looking for that one channel where there are no other personal injury lawyers advertising.

On cable TV, the local news channel is a good choice.

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2 Critical Advertising Numbers Every Personal Injury Law Firm Must Know

Does your personal injury advertising feel like gambling? If you don’t know your numbers, that might be the reason.

dice for gambling with advertising

An article about the two critical numbers every personal injury law firm must know about their advertising prompted me to write about why that is a little too simplistic.

The first number mentioned is the Average Cost Per Lead (CPL) and the second number mentioned is the Average Cost Per Client (CPC).

The article by the Rainmaker Blog, a marketing agency for lawyers, also provided their definition of what a lead and a client is which is likely most lawyers’ definition so I won’t go into that here.

The 2 Critical Numbers You Need to Know

The Average Cost Per Lead is easy to figure out. If you spend $5,000 and receive 25 leads, your cost per lead is $200. $5,000 divided by 25 = $200.

The Average Cost Per Client is also easy to figure out. If you spend $5,000 and the conversion rate of your accident leads is 20%, you will have retained 5 accident clients at a cost of $1,000 per client.

Why Are 2 Numbers Too Simplistic?

If you only look at CPL and CPC, you may overlook or intentionally avoid other types of media or target populations which look expensive on their face but are extremely lucrative.

We advertise in a niche motorcycle magazine for motorcycle accident clients. The magazine seems expensive because it has very few readers and results in few clients.

If you just look at the CPL and CPC, the motorcycle cases cost more than our other cases (see below). But the cost is deceiving because motorcycle cases have the following attributes which offset the higher CPL and CPC:

  • Substantially increased conversion rate (90% of motorcycle leads become clients);
  • More valuable injuries with larger legal fees;
  • Settle faster producing faster cash flow;
  • Require much less work;
  • and higher ROI.

We have had many motorcycle cases settle for $100,000 with just three hours of work.

Of course, we also look for other types of personal injury cases. But we keep the easy cases that can be settled quickly with very little work and refer out the cases which will require a lot of work to another personal injury law firm.

We also pay for leads generated from someone who operates a truck on the street and sells leads to lawyers. We are emailed the names, phone numbers, and email addresses of people who come to the truck looking for a lawyer.

When looking at the CPL and CPC, the numbers are worthwhile but the truck leads result in a lot of crazy people; people with injuries too minor to retain; many people who we can’t contact; and a few good cases. All of those cases are referred out because they require a lot of work. These leads require so much of my partner’s time before a case is retained that he wants to discontinue paying for the leads. The leads from our website are of a far higher quality.

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Attorney Rob Plevy

Change Your Future!
With 1-800-HURT-911®

Call Phil Franckel, Esq.
Find out how we did and find out if your state is still available!

CALL NOW!
7 days / 8 am to 10 pm EST
>> 516-621-9399 ext. 5

Call Phil 7 days/nights

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Our system allows my partner and I to earn a substantial income on the cases we keep while working out of our houses with very little overhead. We’re highly computerized and can work anywhere. I’ve even worked from my balcony on a cruise ship in the Mediterranean and my partner has settled cases on the beach.

We also earn a substantial income on the cases we refer out.

Motorcycle Accidents Have Higher CPL & CPC but Are More Valuable Than Car Accidents

The following shows how one type of accident costs more money per lead and more per client but has a lower total investment cost and more legal fees resulting in a higher ROI.

Motorcycle accidents
$25,000 annual advertising budget yields 50 leads. The Cost Per Lead is $500 but motorcycle accident leads have a 90% conversion rate yielding 45 clients at $555.55 Cost Per Client. They have an average settlement value of $120,000 each and $40,000 legal fee each at a 1/3 retainer = $1,800,000 total legal fees.

Cost of advertising = $0.0138 per $1 of revenue
$1 interested in advertising yields $72 with much less work than other accidents.

Car accidents
$30,000 annual online advertising budget yields 300 leads. The Cost Per Lead is $100 and has a 20% conversion rate yielding 60 clients at a $500.00 Cost Per Client. They have an average settlement value of $50,000 each and $16,666.66 legal fee each at a 1/3 retainer = $1,000,000 total legal fees.

Cost of advertising = $0.03 per $1 of revenue
$1 interested in advertising yields $33.33

Motorcycle Accidents vs Car Accidents
Cost Per Lead               $500 vs $100
Cost Per Client              $555 vs $500
Total Investment            $25,000 vs $30,000
Total Legal Fees at 1/3  $1,800,000 vs $1,000,000
ROI                                7,100% vs 3,233.33%

Obviously, car accident cases are very lucrative and shouldn’t be ignored but if you were only looking at the Cost Per Lead and Cost Per Client, you might decide not to pursue motorcycle accident cases. That would be a big mistake.

Besides 2 Numbers, What Else Do You Need to Know?

Besides the two critical advertising numbers, you should also evaluate the following about the leads you are generating, especially for contingency fee cases such as personal injury:

  • Quality of the leads acquired from the advertising campaign;
  • Amount of time to settle the cases retained; and
  • Amount of work required for each type of case retained.

Besides CPL and CPC, determine which advertising campaign produces the following:

  • Lots of crazy people vs mostly people with good cases
  • Amount of time required to call back leads
  • Leads that convert better (more people retained)
  • Leads with bigger injuries
  • Leads with cases that are easier to settle
  • Leads with cases that require less work
  • Leads with cases that settle faster
  • Leads that produce larger legal fees

Additional time and work result in higher overhead and reduced cash flow. Although these cases are still worthwhile, it’s beneficial to think about targeting the cases that are more financially productive.

How Much Time Do You Need to Evaluate Your Advertising?

You also need to decide what period of time to evaluate. While evaluating each quarter is a good idea, depending upon the type of media used, results should be looked at a period of 6 months to over 2 years.

6-12 months is sufficient to evaluate an online campaign but where branding is used, branding typically takes two years to achieve its results.

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5 Common Misconceptions About Toll-Free Vanity Phone Numbers

By Paul Faust, President of RingBoost

If you’ve ever thought about taking your legal marketing and advertising to the next level, it’s likely you’ve considered using a toll-free phone number.

Custom numbers known as vanity numbers are one of the most popular ways to bring in more calls and win new legal clients, but they’re also subject to some common misconceptions.

Let’s take a look at some of those misunderstandings and why they shouldn’t distract from your decision to get a more memorable phone number.

“All Toll-Free Numbers Are Created Equal”

Some firms think the number they’re given by the phone company is no different than a custom vanity phone number. Callers will reach them either way as long as they can find the digits online or remember them from an ad, right? Wrong!

Think about some of the situations in which people will see your number:

  • Driving in the car and seeing a billboard for three seconds.
  • Listening to the radio and hearing a set of 7-10 digits before the ad ends.
  • Trying to recall a company name they saw on TV last night but forgot to write it down.

Personal injury lawyer advertising billboard 1-800-HURT-911

When you consider situations like this, making your phone number memorable is essential. A carefully selected toll-free number is the way to achieve this. The best vanity phone number for personal injury lawyers is 1-800-HURT-911®.

All of these scenarios (and many more) are common and could determine whether or not potential legal clients call your business. A random set of digits is almost impossible to recall when your audience has limited time or ability to dial. A memorable number, whether vanity or easy-dial, mitigates that risk and limits wasted advertising dollars on great campaigns that fail to convert.

“It Takes a Nationwide Firm to Use a Toll-Free Number”

Through the toll-free shared-use system, law firms can harness the power of a super-memorable toll-free number at an affordable rate.

You choose from a large bank of high-profile numbers that vanity number providers like RingBoost maintain. Then you pick the specific regions you’d like to have exclusive rights to, and, based on the location of a caller at the time of the call, inquiries will be routed to your office for your selected areas.

You get the brand-boosting benefits of a great toll-free vanity number at a fraction of the cost. This is also especially helpful for law firms that have multiple locations and want to be connected through a unifying number but don’t want to pay for the areas where you have no coverage.

“800 Numbers Are Only for Big Brands”

Although it’s true that many national and international brands use multiple 800 numbers in both offline and online advertising to connect with customers, it’s wrong to assume that smaller organizations and law firms can’t access them.

There are still some excellent “true 800” phone numbers available and newer toll-free prefixes like 888 or 833 have opened up even more options. Moreover, the shared use system mentioned earlier means that even premium vanity toll-free numbers might still be available to license in your area.

The bottom line is nowadays 800 numbers are accessible for everyone, from individual attorneys to international brands.

“Toll-Free Numbers Aren’t Relevant to Online Marketing”

When a potential client finds a lawyer online and sees a vanity phone number associated with the lawyer, whether in pay-per-click advertising or on the lawyer’s website, the vanity phone number serves as a brand that attracts consumers, making it much more likely that the online visitor will want to contact the lawyer whether by calling or using a chat service.

It’s tempting to believe that everyone can now be reached online, via any channel you prefer to use, but the reality is still extremely complex. Some digital channels are better suited to legal sector advertising than others and many clients still prefer to call, even when they find your law firm online.

According to Pew Research, 51% of U.S. adults still choose to call rather than send an email or text message. The widespread ownership of mobile phones means that calls can be placed at any time, anywhere, which increases call volume.

That’s why phone calls convert to revenue at 10-15x the rate of web leads and can lead to 300% more revenue.

Vanity toll-free numbers help to bridge the gap between multiple platforms and advertising channels, online and off. They continue to add a unique branding element and enticing call to action, even in digital advertising.

But does that mean you can’t track calls? No. Just link your vanity phone number to tracking numbers in online advertising and even on your website.

So why use a vanity phone number in Google Ads and your website if you use tracking numbers? Because the vanity phone number is your brand which gets people to notice you and want to call you.

Far from being the end of 800 numbers, the digital era has made them even more valuable as a mixed media marketing and branding asset.

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Attorney Rob Plevy

Change Your Future!
With 1-800-HURT-911®

Call Phil Franckel, Esq.
Find out how we did and find out if your state is still available!

CALL NOW!
7 days / 8 am to 10 pm EST
>> 516-621-9399 ext. 5

Call Phil 7 days/nights

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“Getting a Toll-Free Number is a Major Investment of Time and Money”

Put simply, a toll-free number or vanity number works in the same way as your existing local number and no changes are required to your current system.

Even if you choose to roll out a brand-new telecom technology, the whole process of integrating a toll-free vanity number can be completed quickly and easily by the vanity phone number provider.

Getting the word out about your new vanity number and incorporating it into your marketing materials takes longer, of course, but your returns will be all the greater, the more effort you put in.

Whatever myths you’ve heard about toll-free vanity numbers for law firms, the reality is that they are more relevant than ever in both offline and online advertising and marketing materials for attorneys.

A toll-free vanity number provides the instant brand identity in Google Ads that make more people click on your ad instead of competing law firms.

As a fast and cost-effective way to find new clients and build your legal brand, there are few marketing tools that offer such a high return on investment for such minimal initial outlay or risk.

Read the facts about vanity phone numbers for personal injury lawyer advertising.

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4 Advantages of Building Brand Awareness with Radio

First, why would personal injury lawyers want to build brand awareness?

Brand awareness will distinguish your law firm from the competition, resulting in more calls from potential clients, and increasing ROI. Potential clients are much more likely to call a brand they recognize and trust rather than a generic law firm.

Motorcycle – “$Million Umbrella Insurance”
with 1-800-HURT-911

Motorcycle – “Safeguard Your Settlement Money”
with 1-800-HURT-911

What are the advantages of radio for personal injury lawyer advertising?

Radio is inexpensive

Radio is inexpensive, generally about one-third the price of TV advertising. The reduced cost can be used to increase your frequency (the number of times your radio ad is heard), thus increasing brand awareness.

Radio is cost-effective

Radio is cost-effective. According to Adweek, a Nielsen study found that radio delivered $12 in sales for every $1 spent on advertising.

The study was requested by Westwood One, the largest radio network in the US, when they began giving advertisers an ROI guarantee in Oct 2017.

The power of cross-branding

Combining different forms of advertising media is called cross-branding. Cross-branding substantially increases brand awareness and the likelihood that potential clients will call you because they recognize and trust your law firm.

For instance, many of our clients who find us on the Internet said they clicked on our website because they remembered seeing our advertising in a magazine. That’s why the search engine title of every page on our website includes 1-800-HURT-911 at the end of the title.

According to the report “Radio: The Brand Multiplier” by radiocentre.org, using audio advertising (Radio) together with audiovisual advertising (TV) significantly increases many effects of brand communication over audiovisual advertising alone.

The report also indicates that TV advertising boosts brand awareness by 23% but increases brand awareness by 29% just by adding radio advertising to the campaign.

Billboards are a branding tool and a significant component of cross-branding. Billboards substantially increase the effectiveness of both radio and TV advertising.

Inexpensive cost of professionally produced radio commercials

You can have a radio commercial professionally written and produced for just a few hundred dollars. You should always use a professional to produce your radio commercial rather than having the radio station produce it.

Pioneered by Howard Stern, on-air live mentions of your brand can be more powerful than a professionally produced radio commercial and, like cross-branding, can increase the effectiveness of professionally produced radio commercials.

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Attorney Rob Plevy

Change Your Future!
With 1-800-HURT-911®

Call Phil Franckel, Esq.
Find out how we did and find out if your state is still available!

CALL NOW!
7 days / 8 am to 10 pm EST
>> 516-621-9399 ext. 5

Call Phil 7 days/nights

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How to use radio for personal injury advertising

Use together with other advertising for the increased power of cross-branding. When used for direct response advertising and to increase branding for direct response advertising, always use a vanity phone number.

Using a vanity phone number in direct response radio advertising can increase calls 14 times over radio commercials using a numeric phone number.

Read more about branding and advertising for personal injury lawyers

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