Yellow Page Advertising For Lawyers – Where Have All The Calls Gone?
Article by Philip L Franckel, Esq.
Yellow Page Advertising For Lawyers – Where Have All The Calls Gone? – Marketing
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I get calls every week from lawyers saying they’re not getting calls anymore from yellow page advertising. Having done quite well in the past, they’re afraid to discontinue the advertising. They want to know what’s going on and what to do.
Apparently, lawyers are not the only ones. In his article “Quit wasting money on Yellow Page advertising” by Peter Fernandez, D.C., a yellow page, print advertising and practice management consultant for chiropractors, Dr. Fernandez answers the question, “Why has advertising in the Yellow Pages changed from one of the best ways to advertise to one of the worst in just a few years?” (See 1, below)
This article will attempt to explain where all the calls went. I believe lawyers began advertising in the Yellow Pages much earlier than on TV because of the cost; most lawyers were reluctant to become pioneers of TV advertising; and lawyers were pursued by yellow page salespeople, but not by TV salespeople. Since 1976 through the mid-1980s, the Yellow Pages and classified newspaper ads were virtually the only place a potential client could find a lawyer advertising. Consequently, lawyers advertising in the Yellow Pages did not have much competition and had very good results.
Many more lawyers flocked to the Yellow Pages which then became very crowded. In the last few years, and after a few pioneers, many of the lawyers advertising in the Yellow Pages discovered what every other business has long known, that TV is by far both the most effective and cost-effective media. According to TNS Media Intelligence/CMR, from January 2004 through September 2004 lawyers have spent $ 287.3 million on TV compared with only $ 71.3 million on print media, $ 11.4 million on radio and $ 4.1 million on Internet advertising. According to research done by the Television Bureau of Advertising, the public’s perception of television gets the votes for Most Authoritative and Most Exciting. Both influential and persuasive, TV wins over other media, in both categories, by a wide margin among Adults 18+. TV scores 81.8% in the Most Influential category, with newspapers a distant second at 8.5%. TV scores 66.8% Most Persuasive with newspapers, again a distant second at 14.2%.
Just as buying something wholesale or in large quantities, your cost per person reached from advertising is reduced when you buy media that reaches more people. Broadcast TV reaches many times more people than a county-wide yellow page book and therefore costs much less per person reached. In the New York DMA (broadcast TV market), there are 29 counties reached by TV. If there was only one yellow page book in each county, you would have to advertise in 29 yellow page books to reach the same geographic area as TV. Unfortunately, there are several yellow page books in each county. Smaller community yellow page books produce even less of a return on investment because they reach even fewer people. Many lawyers have found out that for the cost of a full-page advertisement in just two county-wide yellow page books, you can advertise on TV with a respectable budget and reach the population of an entire DMA.
Today, due to the large number of lawyers advertising on TV, potential clients are being diverted away from yellow page books. Additionally, in the field of personal injury, the problem is compounded. Seriously injured people are usually in bed in a hospital or at home watching TV. Lawyers advertising on TV reach potential accident clients long before they can even get to yellow page books.
When lawyers first began advertising, there was only one yellow page book. Now there are commonly three, four or even five county-wide yellow page books and several village, community or neighborhood yellow page books as well. Some advertisers have even lost their position in the Yellow Pages because they signed a contract with another yellow page book not realizing it was a different book and they couldn’t afford two books. Because a consumer will typically keep one yellow page book and throw out the others, the question an advertiser faces is which yellow page book to advertise in or to advertise in all of them. Will your advertisement be in a yellow page book that’s thrown in the garbage? I keep only one book and it stays in the closet, rarely used. Today, I use the Internet instead of a yellow page book.
While there was once only one Yellow Page book in town receiving 100% of yellow page advertising revenue, they are now losing a large share of that revenue to several competing yellow page books, but their operating costs remain fixed. All of the yellow page book companies must print and distribute the same number of books. Unless all advertisers advertise in all three yellow page books, the publishing companies have to increase advertising fees thereby increasing the cost of reaching a yellow page consumer. In an effort to increase revenue, yellow page books have even begun creating new real estate to sell including advertising on the covers, spine, tabbed pages and even Post-it Notes style ads. These high visibility advertisements also divert yellow page consumers from regular full-page advertisements.
Simply put, there was once only one yellow page book in town; it was cheaper to advertise in; there were fewer lawyers advertising in the book; there were few lawyers advertising on TV; the Internet was not what it is today; and there were far more people using the Yellow Pages than there are today.
So what’s a lawyer to do with yellow page advertising? If you’re one of the three or four largest advertisers in your market with an advertising budget large enough for a substantial TV advertising campaign including billboards and radio, you may want to consider advertising in all of the yellow page books. If you’re not one of the largest advertisers in your market, my suggestion is to discontinue advertising in yellow page books and to spend your money on TV. If you have a 1-800 vanity telephone number available and extra money in the budget, you should also advertise on billboards and radio.
1 http://www.worldchiropracticalliance.org/tcj/1997/feb/feb1997fernandez.htm
About the Author
Philip L. Franckel, Esq., publishes articles on Lawyer Advertising at http://www.Lawyer-Advertising-Blog.com and manages http://www.HURT911.org. Mr. Franckel is an advertising consultant and previously worked with Illustra Films Worldwide, a television production company, producing TV commercials for Diet Coke, Bayer Aspirin, Fuji Film and others.
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ONLINE ADVERTISING
The world today is the bonfire of colors, imagination and zeal. There is transition from ancient times when we used pen and paper to sketch out our mind, we now use internet as the tool which not only provides the basic outline of our imagination but exact craft of our mind E-commerce , e-marketing, e-advertisement has made it easy for customers and clients to engage in marketing & purchase activity . Internet is something very auspicious today , life without it cannot be imagined. It is the medium with which direct communication is possible with speed, no matter how far you are communicating. The Internet is considered by many to be superior to the best and biggest libraries in the county. This superiority exists primarily due to the thousands of organizations, companies and individuals publishing on the Internet. With such ease of publishing and the wide variety of publishers, there is almost no subject left off the Internet. In the turbulent world of e-commerce, companies can only survive by continuously reinventing their business models. However, because most studies look at business models as snapshots in time, there is little insight into how changing market-related, technological and regulatory conditions generally drive revisions in business models. Most organization felt the need of online promotion of their products and services since the youth and future generation is believed to utilize internet as a basic need of their survival. Online marketing has become an integral part of people’s lives, especially the ones living in urbanized surroundings. Every day, we, as customers, are exposed to several publicity gimmicks, thrown at us in varied forms on the World Wide Web. Buying and selling of products and services on the Internet are the ‘in-thing’ in today’s business world.History 12 years back it was realized that internet was a weak marketing tool i.e. commercial purposes Netscape, came up with the idea of online marketing .The company wanted the Web to be more accessible to people willing to buy and sell things online. In August, 1995, Netscape went public with its shares. Within weeks, public interest swelled up and advertisers lapped up at this golden opportunity. The wide reach, easy accessibility and cost-effectiveness of Internet made online marketing a highly sought-after service. Netscape’s phenomenal success gave birth to the Internet boom that has gone on to affect global businesses in a major way. With time, this medium has gained prominence in the lives of entrepreneurs who wish to promote their business using this inexpensive and global platform. In fact, statistics also point to the immense success that this mass medium has sparked off. Americans and Europeans get the top honors in terms of marketing transactions held online. In fact, according to sources, more than one-third of Web users are into Online Marketing. This trend is predicted to dominate marketing circles, as reach of the Web threatens to overpower the impact of print and electronic forms of media.
Online advertising is more attractive mode of attracting customers for a particular product or service . It catches attention of people , for instance if I say that a beautiful butterfly sat on a plant , then it will be obvious you will be more pleased , if you get to see the picture of butterfly though it will be virtual .Online advertising does create same kind of effect .Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.One major benefit of online advertising is the immediate publishing of information and content that is not limited by geography or time. To that end, the emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted an interruptive strategy. Another benefit is the efficiency of advertiser’s investment. Online advertising allows for the customization of advertisements, including content and posted websites. For example, Ad Words, Yahoo! Search Marketing and Google AdSense enable ads to be shown on relevant web pages or alongside search result.
Emerging trendsOnline advertisement had shown rapid trends. First time , in 1994 , two immigrants promoted their law firm by sending massive emails. It reached to thousands of people , but critics were not happy about receiving unsolicited junk mail and attempted prohibition of online advertising. Then, banner ads started in Hotwire during 1994. Users who clicked on that ad were directed to AT&T website. Banner ads follow a standard regulated by the interactive advertising bureau (IAB ). Late 1990 started with emergence of pop-ups; ads in a separate window, and are shown to be 13x more effective than banners. Until 1998 1 billion dollars were spent on online advertisement .1998 was also seen as the year for sponsored searches and search marketing. Keywords are bidded to advertisers, who pay through pay-per-click (PPC) method. Rich media is another form of advertising. It uses multimedia (e.g. video, animation) for a branding experience supported by technologies such as Flash and Unicast. Rich media makes interactive and more audience-engaging ads. 2002 showcased the Dot.com bust had a 2 year shock on internet marketing. It fell from a 2001 $ 7.1 billion to $ 6 billion. But it recovered well in 2003, and online users still continued to increase.2003 , began with Google’s keyword advertising . Google used AdSense advertising, which uses contextual targeted ads. This means that if a user read an online article about babies, one would see ads about baby products, etc. Google then added other advertising opportunities, such as Google Base.Companies like Tacoda, Microsoft came up with another method of online advertisement called ,behavioral targeting. This method lets companies know what services or products users are looking for, and surprises them by putting up relevant targeted ads at a later date and discrete website. Online advertising encompasses a range of types of advertising, some of which are deployed ethically and some are not. Some websites use large numbers of advertisements., including flashing banners that distract the user, and some have misleading images designed to look like error messages from the operating system, rather than advertisements. Websites that unethically use online advertising for revenue frequently do not monitor what advertisements on their website link to, allowing advertisements to lead to sites with malicious software or adult material.
Website operators that ethically use online advertising typically use a small number of advertisements that are not intended to distract or irritate the user, and do not detract from the design and layout of their websites. Many website owners deal directly with companies that want to place ads, meaning that the website linked to by the advertisement is legitimate.The overuse of technologies like Adobe Flash in online advertising has led to some users disabling it in their browsers, or using browser plug-ins like Adblock or NoScript. Many sites use centralized advertising services whose advertisement may be blocked as a side effect of security and privacy measures, because the services require JavaScript and cross-site requests to function, while such features are often not necessary to use the sites and are a potential source of vulnerabilities.Some companies perform customer engagement studies in online marketing to insure consumer satisfaction, through the use of online compliance centers, building and deploying fraud detection tools, while inspecting websites and publishers to insure website pages offer the highest degree of information security and compliancy with Can Spam Requirements.
OBJECTIVES ? Grabbing customers attention( in terms of product quality, features, price, etc)? Creating interest in the customer-A person will only invest time on something that is interesting. An uninteresting, though wonderful product, will be rejected over an interesting one.? Building desire- A smartly written advertisement is one that turns a want into a need. After going through the Advertisement the desire of the reader to obtain the offering should have been built to make the product worthwhile.? Bringing speech into action -if advertises have attained remarkable attention then good results are about to follow, you can easily close a sale with an increment in number of customers.? Online advertising is the fastest and easiest mode of communicating with customers .? The customers are encouraged to make payments online in a few companies which reduces the paper work.? Complaints can be easily registered and clients can get their queries resolved instantly.? Animated pictures and graphical images can attract customer’s demand and make unreal seem real.? It increases brand value of the company.
“Some of today’s greatest success stories in online branding blend ingredients from three kinds of marketing media: paid, owned and earned,” Hallerman said. A majority of online advertising has a cost that is brought about by usage or interaction of an ad, there are a few other methods of advertising online that only require a one time payment. The Million Dollar Homepage is a very successful example of this. Visitors were able to pay $ 1 per pixel of advertising space and their advert would remain on the homepage for as long as the website exists with no extra costs. The types of online advertises are ? Floating ad: An ad which moves across the user’s screen or floats above the content.? Expanding ad: An ad which changes size and which may alter the contents of the webpage.? Polite ad: A method by which a large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed? Wallpaper ad: An ad which changes the background of the page being viewed.? Trick banner: A banner ad that looks like a dialog box with buttons. It simulates an error message or an alert.? Pop-up: A new window which opens in front of the current one, displaying an advertisement, or entire webpage.? Pop-under: Similar to a Pop-Up except that the window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows.? Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. This is the kind of advertising most prominent in television, and many advertisers will use the same clips for both television and online advertising.? Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps.? Mobile ad: an SMS text or multi-media message sent to a cell phone.? Superstitial: An animated adv on a Web page from Enliven Marketing Technologies. It uses video, 3D content or Flash to provide a TV-like advertisement. Used to be known as Unicast Transitional ads as they were originally made by Unicast Communications but the company was acquired by Viewpoint Corporation in 2004, which then changed its name to Enliven in 2008. ? Interstitial ad: a full-page ad that appears before a user reaches their original destination.In addition, ads containing streaming video or streaming audio are becoming very popular with advertisers.
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Tickets on sale now!About Hot Chip
There are five words slipped into the middle of 'Night and Day' – the hyper-infectious, propulsive track that comes halfway through Hot Chip's fifth album – that in many ways sum up what's In Our Heads. Somewhere between the fizzing percussion and the relentless and addictive bassline, a processed voice intones the line, "I like Zapp not Zappa".
Although the Alexis Taylor penned words were written primarily as a reaction to ill-informed requests during the frontman's DJ gigs, if viewed as a statement of intent for the record as a whole they speak volumes. They seem to say this record is playful yet unburdened by extraneous fuss or showiness. That this is a joyous record aimed squarely at the heart and at the heart of the dancefloor.
It's an ideology that seems to subliminally seep through the rest of the tracks on In Our Heads. You can hear it on the opening track – 'Motion Sickness' – where the track seems to dizzily modulate one step ahead of the listener with every four bar loop and on 'How Do You Do', a celebration of the joy of life itself stretched over a backing track that sounds like a Chicago house record reinforced with titanium. It's there throughout the seven-something minutes of 'Flutes' in the chopped up rhythmic chant that runs through the heart of it while the rhythm track crackles like electrical cables in heavy weather and it's in the ocean deep melancholy of the gorgeous 'Look At Where We Are'. It's there in the utterly ecstatic wordless chorus of 'Let Me Be Him'. And it's there on the constantly evolving, Abbey Road-esque ballad 'Now There Is Nothing'. In fact, it's there right through the middle of In Our Heads, helping to forge something akin to the perfect synthesis of electronics and live instrumentation, a place where Alexis' beautifully soulful vocals sit as perfectly on liquid R&B backing tracks as on songs that sound like Prince beaming back from the 31st century.
Here they are with the video to "Flutes":
Joe Goddard: "We tried to make something joyful and alive and that's it really. Maybe when people listen to music that's positive and joyous they might feel like that's cheesy in some way – for me though, I want to listen to records like Never Too Much by Luther Vandross. I don't want to listen to a band that's caught up in their hang-ups and problems. That's just not interesting to me."
Alexis Taylor: "There's no point putting too much emphasis on the recording process but if the sound of the music is joyous, it's because the way the record was made was entirely enjoyable."
Without over-analysing the recording, it's worth pointing out that it represented the first time that the band – Alexis, Joe, Al Doyle, Owen Clarke and Felix Martin – had worked collectively in a studio with an engineer (Mark Ralph).
Alexis: "Although Joe and I had each worked with Mark separately, having someone that's not in the band as a constant factor was a totally new thing for Hot Chip."
Joe: "It was so refreshing having someone outside of the band who could organize how everything comes together without it becoming hierarchical. In the past, I've been in the studio sat there at my computer trying my very best to record what someone was playing in the room to try to get it into the track. Often I wasn't able to focus on how the actual track was sounding. This time round, I could get a much more of an objective view of what we were doing."
As a band, they needn't have worried about validity of ideas. At Hot Chip's core is a unique songwriting partnership at its creative peak five albums in; a pairing that joins a very British tradition that arguably begins with Lennon & McCartney then stops to take in the likes of Morrissey & Marr and Tennant & Lowe. The songs Alexis and Joe wrote for In Our Heads were written in tandem with a massively hectic period of extracurricular activity (that includes albums by About Group, The 2 Bears and New Build as well as Joe's solo single 'Gabriel'). That said, there was little doubt where the songs the band were to work on collectively belonged.
Alexis: "Charles Hayward (This Heat/About Group) came in to drum on a track that I thought was really different to anything we'd ever attempted before. He immediately said, "Brilliant! Sounds like Hot Chip!" It must've had almost subliminal traits."
Joe: "It's a brilliant thing isn't it, when a band or a producer hit a trademark sound? Whether it's Brian Wilson or J Dilla, I'm often drawn towards producers with a complete sonic signature of their own. People who you recognize their sound straight off."
As well as representing a change in the recording process, In Our Heads collects the band's first recordings for a new label. Following the completion of a three album deal with EMI, the band have moved operations to what could be seen as something of a spiritual home – Domino.
Alexis: "One of the main memories I have of Hot Chip beginning is of me and Joe listening to Smog and Will Oldham records. Joe would play me tracks he'd just picked up and that's stayed at the back of my mind the whole time. In many ways they were foundation points for Hot Chip. Domino didn't sign us originally but they wanted to. They've stayed really interested in our band."
Joe: "From my perspective, it quickly became clear that it was the right thing to do. Going into this knowing that we've got a group of actual friends and fans who are willing to fight for the record… That's one of the most positive things you can have as a group really."
So, a career best fifth album that's been produced via an exhilarating new way of working and released by a record label made up of friends and supporters? Slots booked across the globe closing festival stages as well as a series of already announced gigs that include a sundown headline slot at the Hollywood Bowl?
Yeah. Definitely more Zapp than Zappa.
About YACHT
"If we cannot yet reconcile all opinions, Let us endeavor to unite all hearts." -Robert Owen, 1832
YACHT is a Band, Belief System, and Business conducted by Jona Bechtolt and Claire L. Evans of Marfa, Texas and Portland, Oregon, USA. All people are welcome to become members of YACHT. Accordingly, YACHT is and always will be what YACHT is when YACHT is standing before you.
YACHT believes in reforming an adequate language by coining new words and examining the meaning of existing words. For example, Utopia means "No Place." Thus YACHT understands its quest is in movement, not a resting point. For example, "I" is a story we tell ourselves. Thus YACHT seeks the undifferentiated collective experience.
YACHT understands that to feel part of the world is to be engaged in creative activity. However, creative output is powerless without contact with a spectator, who completes the creative act and brings it into contact with the world by registering its existence and interpreting its value.
YACHT believes art and spirituality are inseparable; both are concerned with the creation of something from nothing, with form without antecedent. The feeling or moment of creation is a kind of spiritual high that can be achieved by anyone with the willingness to transmute an idea into form. When we create something, we relive the first spark into consciousness of both the microcosm (ourselves) and the macrocosm (our universe). Art is ontological birth. No religious culture is without an image-making culture. In more ancient religions, the making of images is the spiritual act itself.
YACHT seeks to explore frontiers and to expand awareness of Extraterrestrial Intelligence (ETI). There is nothing marginal about acknowledging the greater possibility of life in the cosmos; it is chauvinistic, beyond the pale, to imagine otherwise.
YACHT believes that in the province of the mind, there are no limits. Every person is the master of their own neurological experience. Our minds contain the universe, by the act of comprehending it.
YACHT encourages the testing of these ideas in the laboratory of your own nervous system.
YACHT knows that to confront the world without ideas is to see the formless void.
YACHT encourages online dissemination of all things.
YACHT believes "Free Wi Fi" is not an advertisement of services, but a political statement.
at Crystal Ballroom
1332 W Burnside
Portland, United States
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