Legal Marketing News

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The Importance of Direct Response (DR) Variations in Advertising

How to Increase Your ROI with DR Variations

Television remains one of the most powerful and effective ways to communicate with consumers.  The reach of television advertising is second-to-none and with the way people watch tv evolving, so is the way we advertise.  One problem frequently discussed is in attribution.  How do you know which ads are the most effective and getting the largest return-on-investment?

Buying fixed network dayparts allows advertisers to get a discount, but they have little control over when a spot runs or which programs they air within.  If you are running multiple spots within a short period of time across various networks, you may be unable to determine which advertising is yielding the best response. The solution is Direct Response Variations.

A Look at the Metrics

A five-year study conducted by AdSphere looked at television advertising spend, including the problem of attribution.  The study concluded that many top brands have ads running within minutes of each other on different networks, without using some kind of variation to distinguish the ad, it becomes impossible to tell which spot the consumer connected with.  DR variations help to determine which campaigns are the most successful allowing for more effective marketing.

What are DR Variations

Direct Response variations are unique call-to-action variants that allow networks to track consumer response.  Some common DR variants include:

  • Web-based promotion codes
  • SMS codes
  • Differing web, SMS or phone number variants

DR variations make television spots aired on multiple networks measurable.  According to the AdSphere study, one of the most significant increases in national ad spend campaigns have been web- and mobile-based companies.  In previous years, many web- and mobile-based companies feared that television could not adequately measure and track the success of campaigns.  Direct response variations calm this fear as they allow companies to “better track the performance of their campaigns in real-time as well as optimize TV buys to produce the highest level of return-on-investment (ROI).”

Traditional VS Direct Response TV Advertising

As we continue to look at trends in television advertising, it is essential to discuss the difference between traditional and direct response advertising.  Some commercials have no direct call-to-action to the consumer and are used purely for branding.  Brand advertising is directed to inform a consumer about a product or service or to create an emotional connection.

Direct response television commercials entice consumer action, whether the call-to-action includes calling a phone number, visiting a website, or downloading an app.  According to the survey, national ad spend campaigns that ask a consumer to take action were up 16.96% over the previous year.  Of the over 4,000 brands that used direct response advertising, over 40% utilized “traditional direct-response techniques such as the use of DR variations.”

Contact Amicus Today to Learn More About Direct Response Advertising

Direct response advertising and utilizing DR variations have been around for decades.  Amicus Media Group helps law firms understand and capitalize on direct response advertising by synchronizing campaigns across multiple platforms.  Learn more about how Amicus is Transforming the Business of Law™ by calling our case acquisition specialists today at (888) 700-1088

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

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Amicus to Attend Legal Latitudes Conference in San Antonio

Amicus is proud to attend the Legal Latitudes Conference in beautiful San Antonio, Texas.  Join us November 14-15 at the Sheraton Gunter Hotel for this year’s riveting topic, The Most Important Juror – A Counterintuitive Approach to Telling the Winning Story in the Courtroom.  Receive over 12.5 hours of CLE Credit as you gain insight into how attorneys received their multi-million dollar jury verdicts.  Successful communication is key to success in the courtroom, learn from the best how they use storytelling to captivate juries.  The agenda is jam-packed with sponsored Breakfasts beginning at 8:00 am Thursday and Friday, and industry-leading faculty starting at 9:00 am.  Download the conference brochure to learn more about featured speakers and this year’s topics.

Join Amicus in the Exhibit Hall before, during, and after the conference to learn how we can help grow your firm and provide the capital you need for litigation.  Take your firm to the next level with innovative marketing strategies and find out how Amicus has been “Transforming the Business of Law” for attorneys across the country.

“Services” Feature Added to LinkedIn Profile

LinkedIn Users Can Now List “Services Provided” On Profile

LinkedIn Group Product Manager, Vidya Chandra, announced that the company released a new feature allowing users to list the services they provide under their profile.  Fueling the decision to add this new feature was the number of small businesses and contractors using LinkedIn for marketing.  Clients using LinkedIn will now be able to search based on the type of service they need.

To add the services that you or your firm provides follow these simple steps:

  • Go to your LinkedIn Profile Page, under your profile photo/headline you should see a
    “Showcase services” prompt that allows you to add the services you provide.
  • Click “Add Services.” 
  • Fill out the information, being as detailed as possible about the services that you or your firm provides.  The more information you provide, the more a potential client or networking opportunity will be connected with you.
  • Click “continue.”  The information is then automatically added to your profile. 

The services provided feature is highlighted immediately under your profile photo and introduction.  The services you list are also emphasized in search results.

How Adding Services Can Help Attorneys Get Clients

LinkedIn is truly a different breed of digital advertising.  It is not the same as other social media websites, and it caters to a diverse clientele.  People searching for professional services on LinkedIn are generally professionals themselves.  Adding the services that you provide can help clients genuinely discover what you do.  It narrows the focus from a broad category of “attorney” to your specific practice and allows clients to search based on what they need.  

Adding services may also increase your referrals.  You may have 1000 connections on LinkedIn, but do they all know the specific type of law that you practice?  Other attorneys and LinkedIn users will now be able to search based on specific criteria about the services you provide.

Ready to Take Your Profile to the Next Level?

It is essential that you provide as much detail as possible when listing the services that you provide.  Amicus Media Group can help you build an synchronized marketing strategy in a way that appeals to both potential clients and help develop your referral network using many effective mediums to reach your target.  Contact our offices today at (888) 700-1088 for more information on this and other features on LinkedIn.  This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.




This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.