the digital age MARKETING
& ADVERTISING
DO YOU HEAR
WHAT THEY HEAR ?
KNOWING YOUR AUDIENCE AND SAYING WHAT MATTERS
By Tammy Kehe , President — Network Affiliates
When it comes to legal advertising , many lawyers make the mistake of thinking if they just get the right time slot with the right audience ( or just blanket the airwaves and hope for the best ) that they ’ ll get their audience ’ s attention . That ’ s not actually true , even when your media strategy is built with the most precision possible . If you aren ’ t talking about what matters to them in a manner that is meaningful and personal to them , it ’ s all for nothing .
Sure , your audience may hear you … but are they listening ? Are you “ speaking their language ?” Are you catching their attention using visuals , topics , talking points – even music – that your audiences respond to or care about ? Advertising is personal . It should never be predictable . And , television ( both traditional and streaming ) is one of the most personal mediums in your marketing repertoire .
There needs to be a difference in how you as a person and how you as your firm ’ s brand speaks to your audience . Think about it for a minute .
• How do you speak to your spouse or partner ?
• How do you speak to young children vs . teens or young adult children ?
• To your employees , your peers , your friends , or your neighbors ?
If you are honest with yourself , I would believe there are differences in your tone , your approach , your engagement , your personality , your messaging ….
The A-List x 17