Super Bowl Sunday is this weekend! Seahawks or Broncos? Let the score predictions begin!
Besides watching the big game, meeting up with family and friends, and munching on football-shaped snacks ... let's focus on the important stuff. That's right, the ads. Be honest, part of the reason you'll be tuning in on Sunday is to catch the overly-hyped, overly-priced commercials that go for a cool $4 million.
In estate planning and elder law marketing, we aren't even in the ball park for this level of advertising. But nonetheless, we can take a lesson or two from Super Bowl marketing strategies. Bloomberg's Businessweek offers "Ten Marketing Rules From Super Bowl Ads," and here are six of my favorites:
- Put strategy first. Creativity is good, yes. But you have to have some direction in what you are doing. Get a marketing plan in place to lay out the strategies for the year.
- Be relevant. For the Super Bowl, ads are mainly humorous and fun because the audience watching is normally at their own football party having a good time. Be relevant to your audience. Speak to their needs and their environment. For example, from now until April 15th, Tax Planning is going to be on the minds of many of your clients. What information or services can you provide for them?
- Keep it simple. Less is more! Keep your message simple and don't overwhelm your audience with too much information. Short messages are easier to remember.
- Show, don’t tell. A picture says a thousand words! If you can't tell your audience everything about estate planning and elder law, show them something that they can understand at once. Maybe a photo of an aging couple or a blended family portrait. Use photos in your Social Media posts, blog posts and newsletters to illustrate your services.
- Provoke thought. Sometimes you just need to ask a simple question to get your audience to set the ball in motion. Do you have a will? Have you established Powers of Attorney? Have you planned for long-term care?
- Strike an emotional chord. Honestly, the best way to do this is to share a client testimony. Estate planning and elder law is all about planning for and protecting loved ones. People love success stories, and a true story can help others in the same situation find the answers they need.
Another rule I think you can relate to is taking risks. Paying $4 million for a Super Bowl ad is definitely a huge risk! And what about marketing risks for your law firm? For instance, it can be difficult to choose a marketing firm to best represent your practice. Watch the video below to see how IMS is different and what we bring to the playing field.