WELL SPENT
MARKETING
She thought advertising her personal injury firm on TV would be cost prohibitive.
In the sprawling suburbs of Will County, just outside the bustling energy of Chicago, Samantha found herself at a professional crossroads. As a dedicated personal injury attorney, her mission was clear: to offer a beacon of hope and legal assistance to those caught in the aftermath of accidents and injustices. However, despite her passion and expertise, Samantha's small but committed law office was struggling to reach the hearts and homes of those in need. The traditional avenues of radio and TV ads, once the lifelines of local advertising, were proving to be less effective amidst the digital revolution sweeping across the communities she aimed to serve.
Determined to break through the noise and connect with her community on a deeper level, Samantha embarked on an innovative journey. She recognized that the residents of Will County's suburbs were increasingly turning to digital platforms for their news, entertainment, and social interactions. It was time for a digital awakening.
Lack of Precision Targeting
Traditional radio and TV ads typically cast a wide net, in Sara's case, means that a significant portion of her ad spend would go to waste on viewers or listeners who do not fit her target demographic.Changing Consumer Habits
The way people consume media has drastically changed, with a significant shift towards on-demand content through digital platforms like streaming services, social media, and podcasts. These platforms often offer ad-free options or different advertising models that don't interrupt content consumption. As a result, traditional radio and TV ads miss reaching a growing segment of the audience who prefer these modern content consumption methods, diminishing the reach and relevance of traditional advertising campaigns in today's digital-first world.Cost Inefficiency
Running TV or radio ads can be costly. For a personal injury lawyer like Sara, whose resources are better spent on tailored digital marketing strategies, allocating a significant budget to traditional media could be inefficient.We recommended a connected TV campaign
Cost per conversion was only $19 and she had over 250 individuals seek her out.Samantha launched a pioneering Connected TV (CTV) campaign, tailored to the unique fabric of Will County's suburbs. Her non-skippable, minute-long ads were a testament to her commitment to the community, targeting adults aged 35 and over who were likely navigating the complexities of personal injury situations. These ads weren't just broadcasts; they were conversations, extending a hand of support and expertise to those who might feel lost in their legal battles.
But Samantha's strategy didn't end with CTV. Understanding the power of presence, she employed targeted display ads to retarget viewers across a multitude of digital platforms. This two-pronged approach ensured that her message of hope and assistance was ever-present, reminding her community that legal help was just a call away.
Over the course of two transformative months, Samantha's campaign resonated deeply within the suburbs. Her CTV ads made nearly 300,000 impressions across various devices, while her targeted display ads garnered an additional 115,000 views. The result was a digital embrace that led 258 individuals to seek out her website, looking for guidance and support.
This digital journey was more than a marketing campaign; it was a bridge between Samantha's legal expertise and the Will County community she was dedicated to serving. For a modest cost per conversion, she not only expanded her reach but also solidified her place as a trusted legal advisor in the suburbs. Samantha's story is a testament to the power of adapting to the changing landscapes of communication and community engagement. It underscores the importance of meeting people where they are—increasingly online—and offering them a path to justice and support, right in the heart of Will County's suburbs.
