Great TV spots are only one part of a successful marketing effort. Don’t
underestimate the value of a smart media plan, tenacious negotiating and relentless media
stewardship. And please don’t handle the media yourself. You are an attorney with limited time and expertise in the area of paid media. Some attorneys buy their own media,
thinking they can save a bundle. That’s exactly what TV stations want you to think. They’d prefer
to speak with someone who doesn’t understand rating points, who won’t know when a station
under delivers ratings, and who doesn’t have the time, research tools or expertise to hold TV
stations accountable. We have the time, tools and media experts to do that. All day. Every day.
That’s why national brands like Arby’s® hire us to manage their media. In fact, Arby’s named
Davis & Company its “National Ad Agency of the Year” based on our media work.
The fact is Davis knows which dayparts and programming are most effective for attorneys. We know how to get the no charges. We know which days of the week yield the most calls. We even know how to make small budgets work like bigger budgets. We’re scrappy.
Davis also “Posts” all buys. Many attorneys think they know what Posting is. They think it’s matching invoices to buys to make sure the spots ran where they were supposed to run. That’s Posting at the most rudimentary level and it’s not where you can get more bang for your buck. Real Posting makes sure your buys deliver the correct negotiated rating points in each daypart. If stations under deliver, they are required to provide make good weight. Posting is not as easy as it sounds and it’s so important, some Fortune 500 companies employ third parties to Post their media buys. It’s the best way to make sure TV stations are delivering what you’re paying for.
Why would you not want to put that knowledge and expertise to work for your firm? The increased efficiency will make your buys much more impactful, generate more revenue and allow you more time to practice law.
