We’ve all seen billboards alongside the highway advertising for lawyers or law firms. Some are sketchier than others. Whether they’re effective in attracting prospective clients back to the advertiser is unclear. A few years back, Gyi Tsakalakis writing on Lawyerist highlighted the issue of tracking billboard marketing. His point was that without tracking client-leads back to a particular marketing medium, you can’t evaluate whether your marketing campaign was successful.
He went on to question whether billboard advertising is an effective way to attract clients.
Well, I have an answer. Or at least a tentative one.
I’ve been running a traditional media advertising campaign for the last five weeks or so and have tracking set up. The campaign is fairly modest in scope, so I’m not going to draw any hard conclusions. But the initial data is promising.