Personal injury firm Jacoby & Meyers' new advertising campaign emphasizes one thing: winning.
Apparently, winning is everything to the firm. At least that's what they've said in their recent commercials.
"Remember that guy? Who came in second in the last New York Marathon? Neither do we. Winning is everything," said one text-only commercial.
All this is coming from a firm with a 97% settlement rate.
Though out of the 3% of the firm's cases that do go to trial, they win 3 out of the 4.
Jacoby & Meyers considers the settlements "wins" so long as the client walks out happy with the deal.
Some disagree, believing that "settlements" aren't technically "wins," according to The New York Times. Sure, they aren't. But at the same time if you do use client satisfaction as a measurement of "winning" maybe they should be.
Stephen Gillers, a New York University law professor specializing in legal ethics told the Times that there's nothing wrong with the firm's ads. After all, 3% of cases that are decided by trial is a pretty hefty number considering the size of the firm.
Many law firms don't necessarily advertise on billboards or on the television. Just take a gander at the quality of ads that are broadcasted: many have very modest production values and often feature fast-talking attorneys or actors. Some firms may opt out of pursuing these types of ads.
But maybe Jacoby & Meyer's new marketing strategy is something other firms can learn from. The text-only commercial can appear professional. And the message is something that most personal injury victims can resonate easily with. What victim doesn't want to win their case?
Plus, with the humorous presentation of the importance of "winning" maybe Jacoby & Meyers' advertising can really catch a potential client's attention.
- Law Firm's Ad Campaign Emphasizes Winning, Though it Settles 97% of Its Cases (ABA Journal)
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- Will Clients Hire Attorneys on Groupon Now that State Bars Approve? (FindLaw's Strategist)