Advertising the Law
Challenge: This Pensacola group of attorneys needed to stand out to maintain its market share in an extremely competitive environment. But the state Bar doesn’t allow advertising that creates emotion, discusses results, or makes one firm appear better than another.
Strategy: With the strict regulations, it then comes down to comfort and availability. Consumers will hire the attorney who most appeals to them, and who is available when they’re in need. These TV spots showed the human side of this experienced, caring group and touted their 24/7 availability.