Before the internet, websites, and social media, there was attorney advertising. It was advertising as simple as attending the local Rotary luncheon or sending a card for a special event. Advertising designed to build relationships in real life. Now called analog marketing, as opposed to digital marketing, it was and is a real, tangible, and personalized connection with potential clients.
Analog marketing depends on getting to know individuals and other professionals through small, meaningful gestures. It takes more time and effort and includes techniques focused on building real friendships. Some old but still good analog marketing practices include:
- Swag: Pens, mouse pads, or cups—anything that looks good with your firm’s logo and name on it. Look for items that will show off who you are and will keep your name top of mind when a person is asked if they know a good lawyer.
- Radio: It's still a big player in the advertising world. Amazon turned to the airwaves to advertise its Prime Day event and was the no. 13 national radio spots advertiser for the week leading to the event. (Inside Radio) Radio has a wide, consistent reach which means radio is here for a while longer.
- Networking: Even in this digital age, face-to-face networking is still an effective marketing tool. Be yourself and get to know the people you meet at community functions, volunteer efforts, or bar association events. Once they know you, they will think of you when asked if they can recommend a good lawyer.
- Workshops and Presentations: Community groups are looking for speakers—let them know you’re available to talk about your practice area. You can also offer workshops to the public. It’s a great way to share your knowledge with folks interested in what you have to say and may need your services or know someone who does.
- Billboards: A billboard is a way to catch the attention of the local commuter. Seeing a catchy slogan on a billboard each day can increase your brand awareness.
- Newsletter: People still like to get something in the mailbox. Sending a quarterly newsletter gives clients valuable information, and a tangible reminder of your firm shows them you care.
Is it Time for Analog Marketing?
Analog marketing is making a comeback. With the help of social media, it is now easier to discover the interests of the people you meet. When you attend functions, look through the list of attendees and find five or six you want to meet, then use the digital world to learn more about them. After the event, remember them by sending a note. Using these methods, your practice will grow connection by connection.
When making your marketing plans for 2019, add some analog marketing practices. Your firm will benefit from those efforts.
After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides writing services to lawyers ghostwriting content for websites, blogs, and articles. She is editor of The Mentor, the SBM Master Lawyers Section newsletter.
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