Is a highway billboard an effective marketing tool for attorneys and specficially for what practice areas??
I raise the issue because I’ve heard two personal testimonies over the last couple weeks of the dramatic drop in costs that have occured in billboard advertising around the Chicago area. I’m talking to the tune of like $5,000 a month down to $500 a month. Our Rotary District has a billboard up on I-90 heading west just east of its intersection with I-294 and an attorney friend has leased space just a bit further west on I-90 for his bankruptcy firm. 
Any thoughts on the utility of billboard adverstising for attorneys?? I really hadn’t thought much of it frankly because I assumed it was cost prohibitive. But $500 per month at least for my firm’s marketing budget at least is on the fringe of a realistic expenditure for say 3-6 months. Around the Chicago area I can think of family law and bankruptcy law firms that use billboards around the area and if you drive around Florida at all it’s PI attorney billboard heaven down there.
Who and what practice areas should use a billboard??
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I think they would be effective for family law, PI, and bankruptcy… maybe real estate, although I think referrals rule that game. With the other practice areas, it helps build name recognition–so people recall your name when they get in that fender bender.
I doubt it would be very effective for an IP practice, though.
Hey Dave…great points. I see the Father’s Rights & Peter Francis Geraisi billboards around town. So consistent with what you said. I suppose the question is, is your target audience/clientele sort of a middle, mass market? Maybe traffic/criminal too, DUI probably a good one.
I would guess that the billboards would help increase call traffic. On I-90 there are a lot of people sitting in their cars thinking about Divorces, custody fights, etc.
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