Attorneys live and breathe on brand recognition. People don’t always need legal assistance, but when they do, you want to make sure you’re the first firm that pops in their mind. With outdoor advertising’s flexible approach and ubiquitous nature, you’re more likely to strengthen your brand and gain more clients. Learn more about why OOH is perfect for attorneys.

Reasons Why Attorneys Should Invest in Outdoor Advertising

Attorneys have used billboards for a long time because they work. Here are some of the best reasons why outdoor advertising can help your law firm stand out.

Hyperlocal Approach

For attorneys, it doesn’t pay to advertise around the whole country. Attorneys often help those living and working around their firm, and one of the best ways to reach those people is through outdoor advertising. On their way to school, work, or to visit their parents, your audience will see your ad and remember your brand when they need legal assistance.

Cost Effective

With OOH, you’re confident you can spend less money and still make valuable impressions on your audience, since outdoor advertising has the lowest CPM (cost per thousand impressions). OOH also has one of the highest ROIs in the advertising market. For a simple payment, you get an efficient campaign that runs every hour of every day. 

High Impact

Outdoor advertising can help you make your overall marketing campaigns more effective. For example, studies have shown that by adding OOH to your marketing strategy, you can increase the reach of mobile advertising by 316% and TV ads by 18%. It’s a win-win.

Targeted Approach

With outdoor advertising, attorneys can take different approaches. For instance, you can use billboards to reach a large swath of the local population, but you can also pick locations based on demographics. With our audience profiles, you can make sure you’re targeting potential customers and making the most of your investment.

Outdoor Advertising Statistics for Attorneys

• 82% search the web as a direct result of seeing an OOH ad after 5 exposures

• Outdoor advertising is 80% less expensive than TV

• About 7 out of 10 OOH ads promote local businesses like attorneys

• 83% of people think OOH is informative

• ROI for OOH is forty cents higher per dollar spent compared to TV and print

Attorneys often succeed by increasing their brand recognition in the communities they service. With our high-impact formats and hand-picked locations, your firm will be top-of-mind for your potential clients.

Billboards

The classic format: a large image on the side of a busy highway. It’s great at catching people’s attention and helping your firm stay in their mind.

Trivision

Just like a billboard, but with the option for multiple creatives or sharing the board to save some money. Learn more about this flexible format.

Digitals

The latest technology in billboard advertising, with changing images and effects. If you’re really trying to make an impact for your firm, this is the way to go.

HotSpots

Small but effective, HotSpots help you make a targeted impact in the neighborhoods that matter. Start your hyperlocal marketing efforts today.

Wild Postings

A trendy format aimed at Millennials and Gen-Z, with street-level appeal. Young people need legal assistance, too!

Wallscapes

Big and bold, Wallscapes are urban billboards that have a high impact on any neighborhood they’re in.

Bus Wraps

Catch your audience while driving, walking, or riding public transit with these large, moving billboards.

Street Furniture

For a suburban approach, bus shelters can help you spend less and cover an untapped market.

Outdoor Advertising Strategies for Attorneys

Like with any industry, attorneys have specific and proven strategies that work with outdoor advertising. Below are some of the strategies we have helped clients fulfill with great success.

Location, Location, Location

This common slogan among real estate agents also applies here. Attorneys are always subjected to location because the laws they appeal to are often state-based or in some cases levied by cities or districts. A well-placed billboard next to a busy highway can mean tens of new clients for your firm. 

Speaking of location: billboards are also excellent at targeting key demographics based on geographic location. With our audience and geographic profiles, you’ll be completely informed about who will be seeing your billboard and how you can write compelling messaging that will reach them more effectively.

Establish a Reputation

Billboards are excellent at cementing your presence in a community. Some attorneys wonder whether they should put their face on a billboard, and we would say it depends on your end goals. However, outdoor ads are constant reminders of your brand, and people who see your ad will begin to internalize your names, your faces, and begin to trust your firm as a result. 

A lot of attorneys love outdoor advertising for this reason, and they use outdoor ads to supplement their other marketing efforts, whether online, on television, or using other media. As they say, don’t put all your eggs in one basket. Billboards are known to enhance other advertising media (especially online), so don’t miss out on the opportunity to grow your business and market share by diversifying your options.

Call To Action?

With billboards, you don’t always have to feel pressure to have a call to action. While some businesses do so (like restaurants or physical stores), attorneys are often more interested in brand awareness. People might not always need legal assistance, but when they do, you’ll want them to know who you are and how to contact you. Focus instead of making sure your telephone and website are easily seen and memorable.

We also wanted to emphasize the golden rule of any creative work: show, don’t tell. With billboards, this becomes even more important because you have less time to reach your audience. The key here is to use the power of images to convey a message that build your reputation and stays in the mind of your audience.

5 to 10 Seconds

Most people seeing your billboard are either drivers or passengers, which means they don’t have long periods of time to read your message. Assuming it takes about a second to read a word, you’ll want to write a message that is between five and ten words long. Remember the old adage: less is more. 

Furthermore, your message should be memorable and grab your audience’s attention. You don’t want your audience to wonder what you meant, so avoid complex text and metaphors. Keep it smart, but always remember the time your audience will have to read and see your ad.

Repetition Brings Results

One of the most important aspects of any advertising is frequency. If you have more ads out there, you will inevitably reach more people, and the more a person sees your ad, the more likely they are to remember your brand and call you in a time of need. When people see an ad too many times, they might experience ad fatigue, but we do our best to help you avoid the pitfalls of overkill when it comes to outdoor ads. We can help you saturate the market by buying billboards in key locations and reaching more people, making your campaign more efficient.

Messaging Tips for Attorneys

When marketing legal services, it’s important to demonstrate trustworthiness and expertise. You want your audience to know you’re someone they can rely on in a time of need. Below are some messaging tips that can help any attorney increase their brand recognition and reputation.

Provide Information 

People like attorneys who don’t nickel-and-dime them. On the other hand, they do like attorneys who give them valuable information, perhaps in the form of a free consultation, so they feel they’re getting their money’s worth. By advertising your free value offers, you’re much more likely to attract paying customers. 

Promote Flexibility

Many people like the ease of virtual communication. If your law firm provides virtual meetings or signs documents via email, advertising this flexibility could make a hesitant client pick up the phone. Remember, making the legal process easier for clients is part of the business.

Show Your Success

When you build a good reputation, you have clients who are willing to speak on your behalf. Put your good reviews on a billboard and show your audience that what you do works!

Be Helpful

You can also tie your messaging to any aid you provide for your customers. For instance, if you allow customers to make deferred payments, advertising this can show your audience that you are willing to meet them halfway.

Our Markets for Attorneys

Most attorneys practice in their local communities. Learn more about the markets we service below.

Central Florida

With locations near Orlando and Florida’s theme parks, you’ll be perfectly poised to make an impression on locals and other Floridians who travel within the state—an effective strategy for bigger law firms.

Chicago

The 3rd largest market in the USA, Chicago provides all types of demographics available, with locations in the city and the suburbs. The city’s dense population makes it easy to reach thousands each day.

What should be included in an OOH ad?

You’ll want to make sure you include contact information and any information about your specific law firm in a concise way. For instance, law firms that deal mostly with car or truck accidents can feature the question: “Got in an accident?” This lets your audience know what you specialize in.

Should I include my image in an OOH ad?

While we often don’t recommend using your face on ads, when it comes to attorneys, they are often one of the best ways to tie their firm to the community. If your audience knows there are real people behind the scenes, you’re much more likely to convince them to call.

How many billboards do I need?

The options are endless. Depending on your budget, you can get a few billboards in key locations around your community and really make an impact, but one billboard in the right location could be enough to get the results you seek.

Where should I advertise?

The greatest part about being an attorney is that, unlike a restaurant, people don’t have to come to your office to make a “purchase.” If you can get your customers to call, then your billboards can go anywhere—most likely, a busy highway would do the trick.

Inquire Today About Outdoor Advertising for Attorneys

Billboards are a powerful tool. Don’t miss out on the opportunity to enhance your marketing efforts as a whole—talk to one of our billboard experts today!