We have said it before and we will say it again: advertising works.
As this example illustrates, it works so well that two law firms have gone to court over who can advertise the most!
Beginning in 2012, Lundy Law, L.L.P., a personal injury law firm, purchased all of the bus advertising in Philadelphia. Their competitor, Pitt & Associates, went to court claiming Lundy had violated antitrust restrictions by locking out all other advertisers. The judge disagreed because Pitt and other competitors had alternative media in which to advertise. In Pitt’s view, that wasn’t enough.
The firm says the medium is so effective that Lundy paid $435,000 to advertise exclusively on SEPTA buses during 2012, almost 10 times the rate that Pitt paid when it advertised on SEPTA buses from 2008 to 2011.
The firm maintained in court documents that it received hundreds of referrals during that time. It said that the number of referrals dropped precipitously in 2012 and 2013, after Lundy took over the advertising spot.
Law firms can successfully generate “hundreds of referrals” via traditional advertising such as outdoor and transit. It is important to align not only your message with your clients, but also your media. Place your ads where your potential clients spend their time. In this case, both personal injury law firms have also made important investments in their brands and reputation. Lundy Law saw these results as so valuable, they spent nearly half a million dollars. Their competitors saw these results as so valuable, they went to court.