Any American TV-watcher can turn on the television for just a few moments and catch a mass tort advertisement encouraging viewers to call 888-GETPAID following a mesothelioma diagnosis or other medical, surgical, or drug related crisis. While the vast majority of viewers won’t fall into the category of victims eligible for a settlement, these advertisements still effectively communicate the brand so that when they do need legal services, they already have representation in mind.
THE CHALLENGE OF REPRESENTING MASS TORT CLAIMS
For many attorneys, participating in a mass tort lawsuit is an investment in the future. It can be a challenge for small or new firms to dive into this legal realm because the potential return on investment is unpredictable and hundreds, if not thousands, of hours are invested into the cases before payment is ever received. During the months or years when information is being gathered and cases are being prepared for court, the firm can easily spend tens of thousands of dollars working the cases, uncertain of the potential outcome. The most significant risk is that if the claims are unsubstantiated, there is no payout at all despite the firm’s investment of extensive time and money into the cases.
However, representing clients in mass tort cases can be an extremely lucrative opportunity for law firms, not only through instant financial gain upon completion of the cases, but also through long-term recognition of the brand.
REFLECTING THE BRAND IS KEY
In order to see a return on investment result from the marketing dollars contributed to the campaign, it is critical that the firm’s brand is accurately reflected throughout the campaign. There are several key ways to ensure the brand is reflected accurately:
1. Be visually consistent. When advertising across multiple mediums (TV, print, online, billboards), the visual representation of the firm should be consistent. The same color scheme should always be used and the firm’s logo should always be front and center. It takes potential clients at least three exposures to respond to an ad, so consistency is vital.
2. Think about the mission and vision of the firm and allow it to drive the campaign. For example, if the firm’s core value is honest representation, the theme behind every message the firm sends should be honest representation. If the firm’s driving motivator is that big pharma companies should be held accountable for their negligent practices, than that underlying message should be conveyed consistenly.
3. Make the number simple and memorable. Potential clients who hear the ad on the radio or see it on a billboard while driving don’t have the luxury of grabbing a pen and scratching down the number. Choose a toll-free number that speaks to the campaign and still reflects the brand of the firm, such as 888-LJCares or 888-GETPAID. Not only will potential clients who feel they may be entitled to compensation remember the number, but those who may not be eligible now have a higher chance of recognizing the number in the future and feeling as if the firm has been doing this kind of work for a long time and can be trusted.
4. Utilize every avenue. Effective advertising isn’t confined to the internet, but littering the internet, billboards, radio, and print materials such as newspapers and mailings. The more mediums used, the more likely the ad is to reach both eligible and potential clients.
5. Do a generic run. “Have you been injured by a drug or device?” is a great way to open the door for potential clients who don’t fall under the umbrella of the current mass tort campaign.
Firms who take the opportunity to brand themselves during a mass tort campaign often find that the real return on investment in representing mass tort cases is the long-term, highly effective branding that accompanies the case.
Although high-profile mass tort cases are not for every firm due to the cash flow required, firms who take the leap will realize long-term return.