First4Lawyers has launched its latest multi-million pound TV advertising campaign, explaining why it is selective with the Personal Injury and Medical Negligence solicitors it works with.
The brand’s Personal Injury activity is seen more than 48 million times a month, while its Medical Negligence activity is seen and heard over 26 million times a month. First4Lawyers is also currently one of the only legal brands in the UK that have a dedicated Medical Negligence TV advert, running an average of 2,100 times per month.
Behind the scenes
To produce 6.5 hours of advertising footage – which then had to be cut down to standard advert lengths in post-production – 1,456 combined man hours were put in.
A total of 520 of those were spent on the creative sessions and pre-production work, while post-production needed 320 hours.
With the BAFTA-nominated director flying in from his base in Los Angeles and other production crew coming from various regions of the UK, the shoot also resulted in 27,500 miles travelled on planes and trains.
Belonging to the panel
Instead of a month’s membership of the First4Lawyers Personal Injury panel, your firm could alternatively afford just under three adverts on ITV2 per day, 7.5 days advertising at the top spot on Google for ‘No Win No Fee’ – just this singular keyword – or six full page adverts in the Manchester Evening News.
And you would still be responsible for all the work needed to make that happen.
Meanwhile, for the cost of one month’s membership of the Medical Negligence panel, you could buy 1.5 adverts per day on ITV2, four days and 1.5 hours advertising at the top spot on Google for the term ‘Medical Negligence’ or three full page adverts in the Manchester Evening News.
First4Lawyers’ Personal Injury panel members can enjoy 22-27 claims per month, with an average conversion rate of 69%. Medical Negligence panel members receive between 20-24 claims per month, converting an average of 22% into live cases.
Combined advertising results
First4Lawyers sees 41 million views per month of its Personal Injury and Medical Negligence TV advertising, while 4.6 million listeners hear its radio advertising across 65 radio stations in the UK. A further 2.4 million readers see the collective’s newspaper advertising and 100,000 people see its online activity per month.
First4Lawyers’ website also sees visits from one in three people who click when searching the term ‘Medical Negligence’ on Google. The collective has runs over 11,300 variations of Personal Injury PPC adverts across almost 45,000 keywords and search phrases. These adverts are seen more than twice as often as the collective’s nearest competitor’s.
Medical Negligence PPC adverts are similarly effective for First4Lawyers. It runs 2,800 variations of PPC adverts running across almost 13,000 keywords. The adverts are seen almost three times as often as those of its nearest competitor.
Organic search is another successful marketing strategy for First4Lawyers. The firm ranks organically for more than 7,500 search terms – a 76% increase over the last six months. Organic visibility has increased 44%, the second highest growth registered in the sector.
Join the First4Lawyers panel
If your firm’s marketing could use a boost, First4Lawyers is ready to help you maximise your marketing budget.
The new TV campaign is just one aspect of a complete marketing plan, contributing to consistent results for panel members.
Join the UK’s most seen legal marketing brand and see a measurable return on your investment.