HOW LONG SHOULD A LAW FIRM ADVERTISING TV CAMPAIGN BE, BEFORE I KNOW IF IT WORKS?
by Philip L. Franckel, Esq., President 1-800-HURT-911, Inc. Distribution Rights For any business, advertising is usually only effective when done consistently over a long period of time. According to a report by E. Craig Stacey, Ph.D., The Analytic Consulting Group (page 6), long-term advertising is at least twice as effective as short-term advertising and payout should be calculated over at least a two-year period. It is even more important for a personal injury law practice than other businesses because there are substantially fewer accidents with injuries, than people who need mortgages, and even fewer accident cases which are financially worthwhile. Only one seven-figure accident case during the course of a year can pay for an entire year’s advertising budget and it could be two years before you see one or two. Additionally, every business has good and bad months. Personal injury advertising is no different. Sometimes a television commercial will run and no calls will come in and s
