By Anneliese Krull
Will you be watching “The Big Game” this coming Sunday?
If yes, then you will be joining millions of your fellow Americans as the Carolina Panthers face off against Denver Broncos for the title of Super Bowl 50 Champions. That’s right. This athletic event will have seen a half century of matchups. Although the Super Bowl at its core is still the same event, much has changed over the years.
In 1967, the first Super Bowl was a much simpler event. With basic broadcast television, the masses simply tuned in to the game. There were few alternatives. Now Cable, Netflix and Smart TV’s, require programs to fight for viewers. Similarly, marketing one’s law practice has become increasingly difficult as attorneys vie for business both on and off line.
By anticipating and adapting to the future of entertainment, the Super Bowl has kept its ratings and increased its profitability. You, too, can win your market share, but you must be smart about how you play the marketing game.
Here are three essentials to a winning marketing strategy:
- Target your markets specifically. Every part of the Super Bowl has become targeted entertainment, including the game, commercials and halftime show. In fact, last year’s halftime concert alone had an estimated 118.5 million views. The programmers capitalize on the breaks in the game to reach a variety of audiences. For those who love humor and have short attentions spans, there are commercials. For pop culture or music fanatics, there is the halftime show. For sports purists, there is the game itself. While some people watch only for one of these targets, they tend to consume other components of the broadcast. As an estate planning or elder law attorney, you can target your different prospects through highlighting practice areas on your website, blogging, sharing articles on social media or utilizing strategic drip campaigns through your E2 CRM.
- Entertain and Engage. People want to be entertained as well as informed. You don’t need to hire Coldplay to create a jingle, but by blogging consistently and investing in professional video for your website, you can educate and pique interest in you and the problems you can solve. As you connect this content to social media, you invite others to engage with your firm.
- Be organized. The Super Bowl is an event which requires careful coordination and planning between media companies, commercial brands, national sports leagues and city officials. Organization, accountability and follow up are essential. Likewise, effective law firm marketing requires an automated system to manage your inbound and outbound marketing. With IMS’s E2 CRM, you too can systemize your goals.
If you want to be a marketing Champion, call James at 877-352-2021 or visit our website at www.IntegrityMarketingSolutions.com. Learn how the Essential Solution, the Essential Solution 2.0, Video Enhancement or Strategic Planning Retreat can help your firm score big