SLIDE 1 You’re about to discover…
“ Traditional Media ”
Marketing Director Certification Program: Lesson 9
with Ken Hardison The Authority on Legal Marketing
SLIDE 2
- 1. Standout from Competition
- 2. Create Great Ads
- 3. Employ Nurture Campaigns
- 4. Track your ROI
Doesn't matter what media you use you still have to:
SLIDE 3
Television
Broadcast – ABC, CBS, NBC, FOX Cable – TNT, USA, CNN Digital – MeTV, MyTV, ION
SLIDE 4 Broadcast TV
- 210 TV Markets
- Competitive Reports
- Tap Scan Reports
SLIDE 5 * Compare Apples to Apples
- 18-49 Demographics
- 25-65 Demographics
* Reach – As much as you can * Frequency – 7-10 times per week
Tips on TV Spend
SLIDE 6
* CPM-Cost per Thousand * CPM is how you compare Cost of your Buy
More Tips on TV Spend
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Dr Phil - $300 with a $5 CPM Andy Griffith - $50 with a $11 CPM
Example: Which is Cheapest?
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Dr Phil CPM more than 50% Cheaper $11 vs $5 CPM
SLIDE 9
- A. Pick one Station and Dominate
- B. M, T, W
- C. 6 am – 1 and late fringe
- D. 30 Second vs 15 Second Commercials
- E. Infomercial Buys
Strategies Buying Broadcast
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Late Fringe: 11 pm – 1 am Early Fringe: 6 pm – 8 pm Prime Time: 8 pm – 11 pm
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Overnights – Ask for them Free as Added Bonus
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Annual Buy vs Monthly Buy Which is better and why?
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Annual buy you can cancel with 2 weeks notice
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Require 20 minute spacing between your ads
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Affidavit of Station
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Make Goods * What are they? * Should you allow Make Goods?
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Posting * What is it? * Why you want it?
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Ad Agency should do this for you – as part of earning their 15% commission
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Same rules apply, except * Zone Buying * Laser Demographics
Cable TV
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- Usually good for 50+ demographics
- Not much reach though
Digital Stations
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Is like Cable TV * Different Stations cater to focused demographics
Radio
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Ask Stations what their demographics are for their ideal listener
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- Must repeat call to action along with a
memorable telephone number
Ads for Radio Commercial
Talk Shows – Good if you have lead generators
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- Vanity – 1-800-Lawyers
- Repeaters – 1-800-600-2255
Telephone Numbers
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- Buy if you can; Don't Lease
Telephone Numbers (Cont.)
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General Rule – Don't use unless you are doing TV or Radio
Billboards
SLIDE 27 Billboards are Not Good stand alone marketing
SLIDE 28
Big Boards Poster Boards Digital Boards Pros and Cons on Each
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- Always get number of eyeballs
seeing Board
- Get Daily Traffic Count for Billboard
Warhorse Buy * Change Every 3 months
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If you do Billboards – Use the KISS method
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K-eep I-t S-imple S-tupid
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- No more than 8 words
- Use memorable Telephone Number
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- Still works in Rural Areas
- Not what it use to be
Yellow Pages
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Key is to use RFC Tracking Numbers
SLIDE 35 Newspapers
- Only use for 50+ demographics
SLIDE 36
- What is it?
- How to use it?
Remnant Buys
SLIDE 38
- Not a good ROI
- Do it if it makes you feel good and not
too expensive
Sponsorships for Ball Teams
SLIDE 39 Direct Mail
- Will discuss more fully in future module
SLIDE 40
* Make sure if they get any freebies, they go to you * Have them put it in writing
Working with Ad Agencies
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SLIDE 42
Questions?
